The truth about modern families in India and China

The economic transformation of India and China has impacted the idea of the family in these two populous countries and McCann’s Ankit Vohra and team examine how brands can react to this shift by creating more effective and inclusive marketing strategies.

India and China, two of the world’s most populous nations with historically varied economic and political constructs, have always been similar in valuing family above everything else. In the wake of their emergence as major forces in the global economy, the two countries have witnessed massive modernisation, urbanisation and an increase in disposable incomes, which in turn are triggering seminal shifts in the identity and value systems of modern families.

This article examines some of these key evolutions and implications for creating more effective, resonant and inclusive marketing strategies.

De-identification of the parent

Modern parents, particularly in urban settings,...

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