What is the Modern Family?

I recently attended a meeting discussing consumer trends and today’s ever-changing definition of the American family. While we all know that the family structure has evolved since the days of Ozzie and Harriet and June Cleaver, it was enlightening to hear statistics painting a portrait of today’s modern day family. Here is a snapshot of some of the most compelling statistics:

• Only 20 percent of households today consist of a married couple raising children. This figure is down 40 percent since 1970.
• One in four families consists of single mothers raising children.
• Childless households comprise 68 percent of United States Households. This is mainly due to more empty nesters and the fact that more women are not having children or not seeing children as a vital component to a happy marriage.
• Seven rising households include: single people, cohabitating couples, same-sex couples, multigenerational, blended families, childless couples and racially mixed families.

Like most people, I knew the definition of ‘family’ changed, but have to admit that I was surprised to hear that I am in such a small minority group of married couples raising children. However, after a bit more thought, I quickly realized that my extended family is part of the majority. We are a family made up of single people living by themselves, cohabitating couples, multigenerational families and last but not least, we are a blended family. My guess is that most people reading this will also identify with one of the above seven rising household types within their own family dynamic. This is probably why the television sitcom Modern Family is such as hit – at least one of the family structures resonates with most people in America today.

So how does this impact how we reach and talk to head of households / purchasers in the home?  While moms continue to be strong influencers in purchasing habits and an important audience for marketers, it is evident that the shift in the family unit has and will continue to impact how we communicate with the modern day family. Marketers need to keep the latest research top of mind when developing campaigns to reach their target audience. In fact, a better mindset for marketers to adopt is to think of their target audience as a broad MOVING target, rather than a stationary bulls-eye.