Marketing to families: Modern family attitudes

This article argues that marketers must appeal specifically to the distinct behavioural groups that make up the modern British family.

Marketing to families: Modern family attitudes

Helen Rose

the7stars

Traditional notions of 'family' are outdated. Families see themselves more as individuals, not a family group, and there are very different behavioural groups. Marketers need to identify and market specifically to each group; Helen Rose of the7stars highlights five of the most interesting and explains how advertises can reach them.

The marketing industry is saturated with stereotypes. From Millennial to mums, marketers are guilty of simplifying and generalising, which makes planners' lives easier, but to the detriment of their clients.

One of the trickiest groups to define is the family, which...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands