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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

Definition

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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Table of contents

  1. Introduction

    • Definition
      • Background
        • Abbreviations
        • Executive Summary

            • The modern family
              • Figure 1: The modern family, April 2011
            • Disciplinarian parents
              • Involved parents
                • Lenient parents
                  • Bystander parents
                    • Modern family overview
                      • Figure 2: Age of children in the household, by typology, April 2011
                      • Figure 3: The modern family types, April 2011
                    • Division of responsibilities
                      • Attitudes towards family life
                        • Children’s influence & pester power
                          • Figure 4: Children’s influence in the Modern family, April 2011
                      • Demographic Overview

                        • Key points
                          • Trends in marital status and presence of children
                            • Figure 5: Trends in marital status, by presence of own children, 2001-10
                          • Employment
                            • Trends in women’s employment
                              • Figure 6: Trends in percentages of mothers and women without children in employment, 1996-2010
                            • Mother’s employment
                              • Figure 7: Percentage of mothers in employment, by age of youngest dependent child, Oct-Dec 2010
                            • Family type trends
                              • Families with dependent children
                                • Figure 8: Families with dependent children, 2001, 2005 and 2009
                              • Financial status
                                • Figure 9: Usual gross weekly household income, by family type amongst families with dependent children, 2009
                            • Modern Family Overview

                              • Demographics
                                • Figure 10: Selected demographics of modern families, April 2011
                                • Figure 11: Age of children in the household, by typology, April 2011
                                • Figure 12: Types of modern families, April 2011
                              • Division of responsibilities
                                • Figure 13: Division of responsibilities in the modern families, April 2011
                              • Division of household duties still fairly traditional
                                • Figure 14: Division of responsibilities in the modern families, by gender, April 2011
                              • Attitudes towards family life
                                • Figure 15: Modern families’ attitudes towards family life, April 2011
                              • Children’s influence and pester power
                                • Figure 16: Children’s influence in the modern families, April 2011
                              • Attitudes towards parenting and discipline
                                • Figure 17: Modern families’ attitudes towards parenting and discipline, April 2011
                            • Disciplinarian Parents

                                • Figure 18: Typology profile – Disciplinarian parents, April 2011
                              • What this means
                                • Who are they?
                                  • Figure 19: Summary demographic profile – Disciplinarian parents, April 2011
                                  • Figure 20: Disciplinarian parents – types of family, April 2011
                                • Division of responsibilities
                                  • Figure 21: Disciplinarian parents – division of household responsibilities, April 2011
                                • Attitudes towards family life
                                  • Figure 22: Disciplinarian parents – attitudes towards family life, April 2011
                                • Children’s influence and pester power
                                  • Figure 23: Disciplinarian parents – Children’s influence, April 2011
                                • Attitudes towards parenting and discipline
                                  • Figure 24: Disciplinarian parents – attitudes towards parenting and discipline, April 2011
                              • Involved Parents

                                  • Figure 25: Typology profile – Involved parents, April 2011
                                • What this means
                                  • Who are they?
                                    • Figure 26: Summary demographic profile – Involved parents, April 2011
                                    • Figure 27: Involved parents – Types of family, April 2011
                                  • Division of responsibilities
                                    • Figure 28: Involved parents – division of household responsibilities, April 2011
                                  • Attitudes towards family life
                                    • Figure 29: Involved parents – attitudes towards family life, April 2011
                                  • Children’s influence and pester power
                                    • Figure 30: Involved parents – children’s influence, April 2011
                                  • Attitudes towards parenting and discipline
                                    • Figure 31: Involved parents – attitudes towards parenting and discipline, April 2011
                                • Lenient Parents

                                    • Figure 32: Typology profile – Lenient parents, April 2011
                                  • What this means
                                    • Who are they?
                                      • Figure 33: Summary demographic profile – Lenient parents, April 2011
                                      • Figure 34: Lenient parents – Types of family, April 2011
                                    • Division of responsibilities
                                      • Figure 35: Lenient parents – division of household responsibilities, April 2011
                                    • Attitudes towards family life
                                      • Figure 36: Lenient parents – attitudes towards family life, April 2011
                                    • Children’s influence and pester power
                                      • Figure 37: Lenient parents – children’s influence, April 2011
                                    • Attitudes towards parenting and discipline
                                      • Figure 38: Lenient parents – attitudes towards parenting and discipline, April 2011
                                  • Bystander Parents

                                      • Figure 39: Typology profile – Bystander parents, April 2011
                                    • What this means
                                      • Who are they?
                                        • Figure 40: Summary demographic profile – Bystander parents, April 2011
                                        • Figure 41: Bystander parents – types of family, April 2011
                                      • Division of responsibilities
                                        • Figure 42: Bystander parents – division of household responsibilities, April 2011
                                      • Attitudes towards family life
                                        • Figure 43: Bystander parents – attitudes towards family life, April 2011
                                      • Children’s influence and pester power
                                        • Figure 44: Bystander parents – children’s influence, April 2011
                                      • Attitudes towards parenting and discipline
                                        • Figure 45: Bystander parents – attitudes towards parenting and discipline, April 2011
                                    • Appendix – Modern Family Overview

                                        • Figure 46: Modern family typologies, by demographics, April 2011
                                    • Appendix – Division of Household Responsibilities

                                        • Figure 47: Division of household responsibilities, by modern family typologies, April 2011
                                    • Appendix – Attitudes Towards Family Life

                                        • Figure 48: Attitudes towards family life, by modern family typologies, April 2011
                                    • Appendix – Children’s Influence

                                        • Figure 49: Children’s influence, by modern family typologies, April 2011
                                    • Appendix – Attitudes Towards Children’s Discipline and Lifestyle

                                        • Figure 50: Attitudes towards children’s discipline and lifestyle, by modern family typologies, April 2011
                                    • Appendix – Attitudes Towards Family Life, By Family Type

                                        • Figure 51: Attitudes towards family life, by family type, April 2011
                                    • Appendix – Attitudes Towards Family Life, By Household Size

                                        • Figure 52: Attitudes towards family life, by household size, April 2011
                                    • Appendix – Attitudes Towards Children’s Discipline and Lifestyle, By Family Type

                                        • Figure 53: Attitudes towards parenting and discipline, by family type, April 2011
                                    • Appendix – Attitudes Towards Children’s Discipline and Lifestyle, By Household Size

                                        • Figure 54: Attitudes towards parenting and discipline, by household size, April 2011

                                    Companies Covered

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                                    Marketing to the Modern Family - UK - July 2011

                                    £2,195.00 (Excl.Tax)