Marketing to the Modern Family - UK - July 2011
The trend towards a smaller family size and increasingly more mothers in full-time employment means that parents have more disposable income to spend on their offspring. In this report we examine the relationship between parents and their children and delve deeper into what role pester power plays in each family type. We also examine what effect stricter discipline in the household has on family lifestyle and interactions. We look at what role guilt might play in spending decisions of time-pressed parents and whether or not they substitute material goods for time spent as a family.
"With numbers of single parents on the rise, more children can be expected to be raised in one parent households in the years ahead. Due to the higher financial strain and the need to provide for their families on a single income, lone parents adapt a more hands-off approach, compared with the two-parent families, which means children growing up in a single parent household grow ‘older’ younger, as they are frequently left to their own devices, and have a wider span of influence over their parents’ purchasing decisions."
– Ina Mitskavets, Consumer and Lifestyles Analyst
Modern family: adults aged 16+ with children or stepchildren aged 0-21 living in their household. Mintel estimates that presently there are 9.8 million such families living in the UK.
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