New Havas Report Reveals Shift In Family Marketing
The new Prosumer Report from Havas Worldwide, ‘The New Dynamics of Family‘, is essential for brands involved with family marketing. It asks is digital technology ruining childhood? Is the nuclear family a thing of the past? How do men feel about societal shifts that make them increasingly irrelevant within households?
For the report Havas undertook a sweeping global study of perspectives on the changing family unit. “The New Dynamics of Family” explores structural shifts within the modern family, changing family relationships, parenting in the digital age, and the impact of children on consumption habits. Findings include:
- Shattering Tradition: Respondents are worried about radical changes to family structure, particularly the sharp increase in single-parent and single-person households around the globe. The most divisive issue: the legalization of same-sex marriage, which nearly a third of the global sample consider harmful to society while a quarter consider it a good thing.
- Man, Marginalised: Globally, nearly half the males surveyed (46 percent, as compared with 37 percent of women) believe children would be better off if their mothers didn’t work outside the home. And 4 in 10 males believe families work best when the father is the “provider,” while only a quarter disagree.
- Building Gen Next: Nearly 6 in 10 millennials say they’re intentionally raising their children differently from how they were raised—and, on the whole, they think they’re better parents than their own parents were.
- Family in the Digital Age: The study found serious concerns about the impact of new technologies on children, with a majority agreeing that digital technology and the Internet are ruining childhood, and nearly 1 in 3 respondents expressing concern that technology is destroying family life.
“Nothing is more important than family. But that word has very different meanings for different people,” said Havas Worldwide and Havas Creative Group Global CEO Andrew Benett. “To contribute to consumers’ lives in a meaningful way, brands must first understand the realities of family relationships and the complexities of parenting in today’s digital environments. Those are the insights we’ll be sharing with our clients.”
“The New Dynamics of Family” draws on findings from an online survey of 6,767 men and women aged 18+ in 20 countries: Australia, Brazil, China, Colombia, the Czech Republic, Ecuador, France, India, Indonesia, Italy, Japan, Mexico, Portugal, Singapore, South Africa, Taiwan, Thailand, Ukraine, the United Kingdom, and the United States. The study was created by Havas Worldwide and fielded by Market Probe International in October 2014.
For more information on how the report can inform your family marketing consumer PR campaigns please contact Havas PR UK.