Young families: changes and trends

Andres López Fernández and Mauricio Yuraszeck

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).

Marketing to youth
Marketing to families
Cultural influences & values
Strategy

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,...

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