Never has the modern family unit been more diverse. Likewise, traditional family dynamics have changed as parents often manage a household, two full time jobs, and the demands of parenting – all at the same time.
What’s clear for marketers is that sticking to the old way of thinking about families is outdated, and it’s time to update the idea of what marketing to a family might mean in the modern age. And more than ever, family is a state of being rather than a fixed template.
“When we say family, we mean a state of mind shared by a...