What we know about marketing to parents and families

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

Family formation and parenthood have traditionally been considered a natural life stage. Global demographic changes combined with challenges to gender stereotypes and greater access to information and education have made family formation more of a choice than an inevitability for many in developed markets. At the same time, many developing markets still hold traditional views. Brands are having to adopt more inclusive and nuanced approaches.

Definition

The traditional definition of Mum and Dad living in a household with children under the age of 18 still applies. However, family structures are diversifying, which means single-parent and same-sex parent families are more...

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