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Marketing to Non-Traditional Parents - US - September 2013

“Non-traditional parents face the same challenges as traditional parents in providing for their kids and doing so in the most cost-effective ways possible. Marketers can acknowledge non-traditional families and the fact that their family settings have become more common by including them in advertising.”

– Gretchen Grabowski, Travel & Leisure Analyst

 Some questions answered in this report include:

  • How many parents are non-traditional?
  • Non-traditional parents’ approaches to shopping for their kids
  • How parents address children’s health and personal care
  • How children and families spend leisure time
  • Non-traditional parents’ perception of marketing to families

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Children’s living arrangements data
          • Consumer survey data
            • Abbreviations and Terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Types of non-traditional parenting
                      • More children live in single-parent households
                        • More unmarried, opposite-sex couples raise children
                          • Relatively few same-sex couples have kids, but numbers stand to grow
                            • Issues impacting non-traditional parents
                              • States’ marriage equality legislation opens more doors for non-traditional families
                                • Health insurance law may increase financial strain on single parents
                                  • The consumer
                                    • Multi-generational households most likely to increase spending on children
                                      • Figure 1: Parents spending more on purchases for children in the last 12 months, multi-generational households vs. all parents, July 2013
                                    • Non-traditional parents may have different priorities when shopping for children
                                      • Online activity defines the leisure time of more kids in multi-generational households
                                        • Figure 2: Parents’ opinions about children’s leisure time and time spent online, July 2013
                                      • Non-traditional parents can identify with family advertising
                                        • Figure 3: Parents’ opinions about family marketing and retailing, same-sex parents vs. all parents, July 2013
                                      • What we think
                                      • Issues and Insights

                                          • How many parents are non-traditional?
                                            • Issues
                                              • Insights
                                                • Non-traditional parents’ approaches to shopping for their kids
                                                  • Issues
                                                    • Insights
                                                      • How parents address children’s health and personal care
                                                        • Issues
                                                          • Insights
                                                            • How children and families spend leisure time
                                                              • Issues
                                                                • Insights
                                                                  • Non-traditional parents’ perception of marketing to families
                                                                    • Issues
                                                                      • Insights
                                                                      • Trend Application

                                                                          • Inspire trend: Buydeology
                                                                            • Inspire trend: Many Mes
                                                                              • Mintel Futures: Brand Intervention
                                                                              • Children’s Living Arrangements

                                                                                • Key points
                                                                                  • Share of children living in single-parent households has increased
                                                                                    • Figure 4: Children, by presence of parent(s) in household, 2007-12
                                                                                    • Figure 5: U.S. states with the largest share of children in single-parent families, 2011
                                                                                  • Black children the most likely to live in single-parent households
                                                                                    • Figure 6: Percent of children living with two parents, one parent, or neither parent, by race/Hispanic origin, 2012
                                                                                    • Figure 7: Who children live with, by race and Hispanic origin, 2012
                                                                                    • Figure 8: Profile of single moms and single dads by age, race education, poverty level, and household income, 2011
                                                                                  • Nearly four in 10 unmarried, opposite-sex couples raising children
                                                                                    • Figure 9: Unmarried opposite-sex couples, by presence of own children in the household, 2006-11
                                                                                    • Figure 10: Share of births to unmarried mothers in the U.S., 2001-11
                                                                                  • Share of same-sex couples with kids small, but larger among women
                                                                                    • Figure 11: Unmarried same-sex couples, by presence of own children in the household, 2006-11
                                                                                    • Figure 12: Married same-sex couples with own children in the household, by gender of couple, 2006-11
                                                                                • Issues Impacting Non-Traditional Parents

                                                                                  • Key points
                                                                                    • Federal government, states grant marriage rights to same-sex couples
                                                                                      • Figure 13: State Defense of Marriage Acts and same-sex marriage laws, July 2013
                                                                                    • More Americans accept same-sex parenting
                                                                                      • Figure 14: Opinions about more gay and lesbian couples raising children, February 2007-April 2013
                                                                                    • Health insurance mandate may impact single parents
                                                                                      • Figure 15: 2012 Poverty Guidelines for the 48 Contiguous States and the District of Columbia, 2012
                                                                                  • Innovations and Innovators

                                                                                      • Web service allow separated parents to manage child custody
                                                                                        • Figure 16: Our Family Wizard custody calendar, August 2013
                                                                                      • International e-books help parents tell kids about adoption
                                                                                        • Adoptive moms solicit support for orphans with their social organization
                                                                                          • Coloring book aims to educate kids, adults about LGBT lifestyle
                                                                                            • Figure 17: Being Gay is Okay coloring book cover, June 2013
                                                                                        • Marketing Strategies and Initiatives

                                                                                            • Brands support same-sex marriage, parents
                                                                                              • JCPenney
                                                                                                • Figure 18: JCPenney Mother’s Day catalog ad, May 2012
                                                                                                • Figure 19: JCPenney Father’s Day catalog ad, June 2012
                                                                                              • Target
                                                                                                • Figure 20: Target same-sex wedding registry ad, July 2012
                                                                                              • Smirnoff
                                                                                                • Figure 21: Smirnoff “Every Pairing is Perfect” Facebook ad, March 2013
                                                                                              • Orbitz
                                                                                                • Figure 22: Orbitz defeat of DOMA promotion ad, July 2013
                                                                                              • Interracial couples, mixed race kids featured in TV commercials
                                                                                                • Honey Nut Cheerios
                                                                                                  • Figure 23: Honey Nut Cheerios “Just Checking” TV ad, May 2013
                                                                                                • New Yorkers for de Blasio
                                                                                                  • Figure 24: New Yorkers for de Blasio “Dante” political campaign ad, August 2013
                                                                                                • Non-traditional families the stars of new TV programming
                                                                                                  • The Fosters
                                                                                                    • Figure 25: The Fosters series premiere promo, August 2013
                                                                                                  • Switched at Birth
                                                                                                    • Figure 26: Switched at Birth series premiere promo, May 2011
                                                                                                  • Modern Family
                                                                                                    • Figure 27: Modern Family trailer, September 2011
                                                                                                  • Parenthood
                                                                                                    • Figure 28: Parenthood season 5 “Discover Parenthood” promo, August 2013
                                                                                                  • Sean Saves the World
                                                                                                    • Figure 29: Sean Saves the World promo, September 2013
                                                                                                • Mintel Defines Types of Non-Traditional Parents

                                                                                                    • Key points
                                                                                                      • Household setting in which children are raised
                                                                                                        • Figure 30: Household setting in which children are raised, July 2013
                                                                                                      • Parenting situations consistent across genders
                                                                                                        • Figure 31: Household setting in which children are raised, by gender, July 2013
                                                                                                      • Same-sex parents among the most racially diverse
                                                                                                        • Figure 32: Household setting in which children are raised, profile by race and Hispanic origin, July 2013
                                                                                                      • Types of parents
                                                                                                        • Figure 33: Types of parents, July 2013
                                                                                                      • Single and same-sex parents more likely to be guardians, adopters
                                                                                                        • Figure 34: Household setting in which children are raised, by types of parents, July 2013
                                                                                                      • Legal guardians and adoptive parents skew older
                                                                                                        • Figure 35: Types of parents, by age, July 2013
                                                                                                      • Parents’ and children’s race
                                                                                                        • Figure 36: Parents’ and children’s race, July 2013
                                                                                                      • Non-biological parents more likely to raise mixed race children
                                                                                                        • Figure 37: Parents’ and children’s race, by types of parents, July 2013
                                                                                                        • Figure 38: Share of children waiting to be adopted in the U.S., by race and Hispanic origin, September 30, 2012
                                                                                                        • Figure 39: Parent’s and children’s race, by household setting in which children are raised, July 2013
                                                                                                    • Parents’ Spending on Purchases for Children

                                                                                                      • Key points
                                                                                                        • Parents spending the same or more money on their kids, groceries top
                                                                                                          • Figure 40: Parents’ change in spending on purchases for children in the last 12 months, July 2013
                                                                                                        • Grocery prices a key area of concern for single parents
                                                                                                          • Figure 41: Share of adults who struggled at times to afford food in the past 12 months, by adults and children in the home, June 1-27, 2013
                                                                                                        • More multi-generational households increased spending in all categories
                                                                                                          • Figure 42: Parents spending more on purchases for children in the last 12 months, by household setting in which children are raised, July 2013
                                                                                                          • Figure 43: Composition of households, by Hispanic origin of householder, 2012
                                                                                                      • Ways Parents Save Money on Purchases for Children

                                                                                                        • Key points
                                                                                                          • Couponing, cooking at home top money savers for parents
                                                                                                              • Figure 44: Ways parents save money on purchases for children, July 2013
                                                                                                            • Same-sex parents looking for daily entertainment deals
                                                                                                              • Figure 45: Ways parents save money on purchases for children, all parents vs. same-sex parents, July 2013
                                                                                                          • Shopping for Children’s School Supplies

                                                                                                            • Key points
                                                                                                              • Six in 10 parents look for discounts when shopping for school supplies
                                                                                                                • Figure 46: Parents’ approaches to shopping for children’s school supplies, July 2013
                                                                                                              • More parents who don’t share kids’ race focused on helping them fit in
                                                                                                                • Figure 47: Parents’ approaches to shopping for children’s school supplies, by parent’s and children’s race, July 2013
                                                                                                            • Shopping for Children’s Clothing

                                                                                                              • Key points
                                                                                                                • Parents want kids’ clothes to last, but nearly half replace it frequently
                                                                                                                    • Figure 48: Parents’ approaches to shopping for children’s clothing, July 2013
                                                                                                                  • Same-sex parents more likely to want kids’ clothes to keep up
                                                                                                                    • Figure 49: Parents’ approaches to shopping for children’s clothing, all parents vs. same-sex parents, July 2013
                                                                                                                • Children’s Health and Personal Care

                                                                                                                  • Key points
                                                                                                                    • Parents prioritize children’s health, and pay more to maintain it
                                                                                                                      • Figure 50: Parents’ approach to handling children’s health and personal care, July 2013
                                                                                                                    • Commuter families may struggle with children’s health the most
                                                                                                                      • Figure 51: Parents’ approach to handling children’s health and personal care, all parents vs. commuter families, July 2013
                                                                                                                  • Children’s and Families’ Leisure Time

                                                                                                                    • Key points
                                                                                                                      • Kids raised non-traditionally have friends with different family structure
                                                                                                                        • Figure 52: Parents’ opinions about their children’s friends and how they socialize, by types of parents, July 2013
                                                                                                                        • Figure 53: Parents’ opinions about their children’s friends and how they socialize, by parent’s and children’s race, July 2013
                                                                                                                      • Kids in multi-generational households may need to do more living offline
                                                                                                                        • Figure 54: Parents’ opinions about children’s leisure time and time spent online, by household setting in which children are raised, July 2013
                                                                                                                    • Parents’ Opinions About Family Marketing

                                                                                                                      • Key points
                                                                                                                        • Non-traditional parents feel they have a place in family advertising
                                                                                                                          • Figure 55: Parents’ opinions about family marketing and retailing, by household setting in which children are raised, July 2013
                                                                                                                        • Media may have more of an impact on non-traditional families
                                                                                                                          • Figure 56: Frequent use of the media to find out about new brands, August 2012
                                                                                                                          • Figure 57: Buying from companies that support causes believed in, August 2012
                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                        • Mintel defines types of non-traditional parents
                                                                                                                          • Figure 58: Profile of household setting in which children are raised, by age, gender and age, and household income, July 2013
                                                                                                                          • Figure 59: Profile of types of parents, by gender, gender and age, and household income, July 2013
                                                                                                                          • Figure 60: Types of parents, profile by race and Hispanic origin, July 2013
                                                                                                                          • Figure 61: Profile of parents’ and children’s race, by gender, age, and gender and age July 2013
                                                                                                                          • Figure 62: Profile of parents’ and children’s race, by household income and race/Hispanic origin, July 2013
                                                                                                                        • Parents’ spending on purchases for children
                                                                                                                          • Figure 63: Parents’ change in spending on purchases for children in the last 12 months, by types of parents, July 2013
                                                                                                                          • Figure 64: Parents’ change in spending on purchases for children in the last 12 months, by types of parents, July 2013, by parents’ and children’s race, July 2013
                                                                                                                          • Figure 65: Parents’ opinions about spending money on their children, July 2013
                                                                                                                          • Figure 66: Parents’ opinions about spending money on their children, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 67: Parents’ opinions about spending money on their children, by types of parents, July 2013
                                                                                                                          • Figure 68: Parents’ opinions about spending money on their children, by parent’s and children’s race, July 2013
                                                                                                                        • Ways to save money on purchases for children
                                                                                                                          • Figure 69: Ways parents save money on purchases for children, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 70: Other ways parents save money on purchases for children, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 71: Ways parents save money on purchases for children, by types of parents, July 2013
                                                                                                                          • Figure 72: Ways parents save money on purchases for children, by parent’s and children’s race, July 2013
                                                                                                                        • Shopping for children’s school supplies
                                                                                                                          • Figure 73: Parents’ approaches to shopping for children’s school supplies, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 74: Parents’ approaches to shopping for children’s school supplies, by types of parents, July 2013
                                                                                                                        • Shopping for children’s clothing
                                                                                                                          • Figure 75: Parents’ approaches to shopping for children’s clothing, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 76: Parents’ approaches to shopping for children’s clothing, by types of parents, July 2013
                                                                                                                          • Figure 77: Parents’ approaches to shopping for children’s clothing, by parent’s and children’s race, July 2013
                                                                                                                        • Children’s health and personal care
                                                                                                                          • Figure 78: Approaches to handling children’s health and personal care, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 79: Approaches to handling children’s health and personal care, by types of parents, July 2013
                                                                                                                          • Figure 80: Approaches to handling children’s health and personal care, by parent’s and children’s race, July 2013
                                                                                                                          • Figure 81: Parents’ worry about the rising cost of health care and insurance for children, July 2013
                                                                                                                          • Figure 82: Parents’ worry about the rising cost of health care and insurance for children, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 83: Parents’ worry about the rising cost of health care and insurance for children, by types of parents, July 2013
                                                                                                                          • Figure 84: Parents’ worry about the rising cost of health care and insurance for children, by types of parents, July 2013
                                                                                                                        • Children’s and families’ leisure time
                                                                                                                          • Figure 85: Parents’ opinions about their children’s friends and how they socialize, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 86: Opinions about children’s leisure time and time spent online, by types of parents, July 2013
                                                                                                                          • Figure 87: Opinions about children’s leisure time and time spent online, by parent’s and children’s race, July 2013
                                                                                                                          • Figure 88: Parents’ opinions about their families’ relationship with each other and other parents and kids, July 2013
                                                                                                                          • Figure 89: Parents’ opinions about their families’ relationship with each other and other parents and kids, by household setting in which children are raised, July 2013
                                                                                                                          • Figure 90: Parents’ opinions about their families’ relationship with each other and other parents and kids, by types of parents, July 2013
                                                                                                                          • Figure 91: Parents’ opinions about their families’ relationship with each other and other parents and kids, by parent’s and children’s race, July 2013
                                                                                                                        • Parents’ opinions about family marketing
                                                                                                                          • Figure 92: Parents’ opinions about family marketing and retailing, by types of parents, July 2013
                                                                                                                          • Figure 93: Parents’ opinions about family marketing and retailing, by types of parents, July 2013
                                                                                                                          • Figure 94: Parents’ opinions about family marketing and retailing, by parent’s and children’s race, July 2013
                                                                                                                      • Appendix – Trade Associations

                                                                                                                        Companies Covered

                                                                                                                        • Amazon.com Inc
                                                                                                                        • Research In Motion (USA)

                                                                                                                        Marketing to Non-Traditional Parents - US - September 2013

                                                                                                                        £3,277.28 (Excl.Tax)