The New Digital American Family
Overview
The New Digital American Family is getting older, smaller, growing more slowly and becoming more ethnically diverse than at any point in history. Diversity in all its dimensions defines the emerging American Family archetype, with no single cultural, social, demographic, economic or political point of view dominating the landscape.
The takeaways
- Ward and June Cleaver have left the building. The white, two-parent, "Leave It to Beaver" family unit of the 1950s has evolved into a multi-layered, multi-cultural construct dominated by older, childless households. Marketing budgets need to recalibrate to reflect the very different composition...