The New Digital American Family

This Nielsen report offers a definition of the New Digital American Family - arguing that today's families in the US are getting older, smaller, growing more slowly and are becoming more ethnically diverse than at any point in history.

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...

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