Families - UK - July 2016
“Over half of all parents believe that families today are not as close as they used to be, reflecting how the pressures of modern life are preventing them from enjoying important quality time with their children. This suggests that campaigns highlighting how products and services can bring families back together are likely to hold particular appeal, while activities that can provide family-bonding experiences are likely to see increasing demand.”
– Jack Duckett, Senior Consumer Lifestyles Analyst
This report examines the following issues:
- Encouraging families to spend more time outdoors
- Helping families save space
The pressures of modern life are impacting the amount of quality time British families get to spend together. Brands can therefore benefit from creating campaigns that will highlight how they can bring families back together, be it for a holiday, a day out, or even just an evening meal at home.
As the trend towards urbanisation continues to grow, both indoor and outdoor space is likely to become even more of a premium, driving the need for space-saving solutions, particularly for families with very young children. In terms of access to outside space, this translates into an opportunity for more outdoor activity operators to open outlets in major city centres.
Mums continue to undertake the lion’s share of household responsibilities on a typical weekday evening, underlining their central role in the home and reaffirming their importance to brands and retailers.
Although men continue to take a smaller share of household responsibilities, the role of dads has changed dramatically over the last 30 years, with many men now taking a more active role in the home. Brands can benefit from better reflecting this in their marketing.
With families placing significant emphasis on the importance of time spent together outside, there is scope for more outdoor activity providers to highlight how they can not only bring the family together, but also help to make all of the family more active.
Technology is one way operators can help make the idea of spending time outdoors together with the family more appealing to teenagers. For example, this could include providing unique photo opportunities that teens can share on their social media accounts, while apps that gamify time spent outdoors could also appeal, helping to encourage teenagers to be more active.
However, as good jobs continue to draw families to major cities, access to outdoor spaces suitable for playing could become more of a challenge. This highlights an opportunity for operators to take inspiration from Go Ape’s launch in London, creating similar outdoor experiences for the UK’s growing urbanite population.
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