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...