Young families: changes and trends

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segment, couples with dual incomes and no kids (DINKs); and c) its own way of relating to various markets (some categories are clearly popular with respect to such values).

Young families: changes and trends

Andres López FernándezMillward Brown México, S.A. de C.V., Mexico

Mauricio YuraszeckCadem Advertising S.A, Chile

INTRODUCTION

Current sociocultural changes (i.e. individualism, hedonism, ideology of success, obsession for personal care, tolerance, etc.) have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segment, couples with dual incomes and no kids (DINKs); and c) its own way of relating to various markets (some categories are clearly popular with respect to such values).

OBJECTIVES AND METHODOLOGY

Objectives

The objective of this...

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