How to Market Effectively to Parents and Families

Hanna Chalmers
Ipsos MORI

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This article will help marketers to better connect and engage with the new generation of parents and families by drawing attention to the demographic and attitudinal shifts that are occurring in many markets. The impact of these changes shapes how marketers need to talk to parents – mums and, importantly, dads too. The central premise is that depictions of family life that are constructed along clearly defined, traditional gendered roles are outmoded and no longer reflect most people's experiences.