Marketing to Young Families - Ireland - December 2012
The dynamics of family households within Ireland have changed with a rise in mothers in employment and a trend for smaller families. The increase in mothers working has resulted in changing gender roles, with men becoming more involved within the home. As the dynamics of Irish families continue to evolve, parents’ priorities are focused on their children’s education whilst engaging in family leisure and social pursuits takes a secondary role.
Children continue to exert an influence on their parents across a number of differing market segments and undoubtedly contribute to parental desire to purchase products they feel their family will like. However, children’s influence over purchase decisions is counterbalanced by parents exerting their authority to instil core values and discipline in their children.
Some questions answered in this report include:
- Who is responsible for household duties?
- To what extent do children influence purchase decisions?
- Do Irish families value spending time together as a family?
- How are retailers and brands engaging with the family unit?
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