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All-American Family | HP ENVY Photo

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What does today’s “all-American” family look like? We conducted an experiment to find out. #ReinventMindsets

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All-American Family | HP ENVY Photo

  1. 1. HP All-American Family Study #REINVENTMINDSETS August 2018
  2. 2. HOW 15-minute online survey, including an inherent bias test (see next slide for specifics) of photos of different types of American families METHODOLOGY WHEN June 11 – June 19, 2018 WHO 2,000 respondents in the U.S. • n=1,200 Nationally Representative Sample • n=100 each among 8 Minority Groups (African American, Asian, Hispanic, Middle Eastern, Mixed-race couples/families, LGBT, Muslim, Immigrant) To qualify, respondents must: • Be 18+ • Live in the U.S. 2 WHY HP would like to find new and interesting angles on the topic of the All-American family so they can start a conversation around how Americans perceive themselves, their own families, and the representations they see of All-American families.
  3. 3. METHODOLOGY 3 INHERENT BIAS TEST An inherent bias test was conducted among respondents, designed to measure the presence of any bias between different types of families and whether they are identified as “All-American” or not. 25 different images of families were tested, varying in ethnicity, presence/number of children, and sexual orientation. Respondents were randomly shown these images one at a time. The words “All-American Family” or “Other Family” were flashed after the images, and respondents were asked to press a corresponding keyboard letter for which term was flashed. The images interfere with the classification of the terms “All- American Family” or “Other Family”, depending on the unconscious attitudes of the respondent.
  4. 4. 4 WHAT DOES IT MEAN TO BE “ALL AMERICAN?”
  5. 5. 8 in 10 AGREE IT’S DIFFICULT TO DEFINE AN “ALL-AMERICAN FAMILY” BECAUSE AMERICA IS SO DIVERSE 5 Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported) Base size: Gen Pop = 1,201 (among Gen Pop; data consistent across audiences)
  6. 6. BUT when FORCED TO CHOOSE between different terms, AN idea OF WHAT people think IT MEANS TO BE “ALL AMERICAN” STARTS TO EMERGE 81% 81% 80% 76% 70% 67% 65% 61% 60% 58% 51% CHRISTIAN ACADEMIC PUT TOGETHER COLLEGE EDUCATED ATHLETIC MIDDLE/LOWER CLASS SUBURBAN/ RURAL WHITE ALL HETEROSEXUAL CONSERVATIVE BLUE COLLAR 6 Q6: Looking at the pairs below, which one word in each pair best describes an “All-American Family?” Base size: Gen Pop = 1,201 DESCRIPTORS OF ALL-AMERICAN FAMILY (among Gen Pop) vs. Non- Christian vs. Not Academic vs. Dysfunctional vs. Not college educated vs. Not athletic vs. Upper class vs. Urban vs. Non- White/Mixed race vs. Mix of heterosexual/ same sex vs. Liberal vs. White collar
  7. 7. 7 “I’ve learned that families come in different shapes, sizes and colors.” - 29, Female “Much more inclusive than when I was younger.” – 58, Male “I think an All-American Family is an inclusive term for all the kinds of families in America where the only thing that matters is the amount of love and support, not differences in race, sexuality, or class. It makes me think of the good parts about family, and not the bad.” – 18, Female Even so, many feel the definition IS changing over TIME “It implies that all types of families are American.” – 67, Female “It is a little more open to different races, ethnicities, and sexual orientations.” –27, Female Q11. Has your definition of what it means to be an "All-American Family" shifted over the last few decades? Q12: How has your definition of the All-American family shifted over the past few years? Base sizes: Gen Pop = 1,201 Agree their definition of “All-American Family” has shifted 47%
  8. 8. generational divides also point toward an evolving definition 77% 87% 77% 85% 76% 56% 60% 61% 53% 53% 44% 83% 70% 83% 65% 61% 81% 70% 63% 65% 57% 62% CHRISTIAN ACADEMIC PUT TOGETHER COLLEGE EDUCATED ATHLETIC MIDDLE/LOWER CLASS SUBURBAN/ RURAL WHITE ALL HETEROSEXUAL CONSERVATIVE BLUE COLLAR Millenials (18-34) Boomers (55+) 8 Q6: Looking at the pairs below, which one word in each pair best describes an “All-American Family?” Base size: Millennials n=364, Boomers n=401 DESCRIPTORS OF ALL-AMERICAN FAMILY vs. Non- Christian vs. Not Academic vs. Dysfunctional vs. Not college educated vs. Not athletic vs. Upper class vs. Urban vs. Non- White/Mixed race vs. Mix of heterosexual/ same sex vs. Liberal vs. White collar
  9. 9. 9 Who is an “ALL AMERICAN?”
  10. 10. 10 To find out what people’s unbiased thoughts about who is an “all-American family”, we conducted an inherent bias test to discover if there was a difference between what people say and what they actually think
  11. 11. subconsciously, “all-American” is closely associated with majority demographics even if respondents explicitly include more minority groups 11 Images associated with “All-American Family” Base size: Gen Pop = 1,202 86% 79% 76% 83% 76% 77% 69% 62% 71% 72% 60% 63% 65%66% 62% 58% 57% 57% 57% 56% 54% 53% 49% 46% 45% 44% WHITE TWO PARENT CHILDREN BLACK HISPANIC NON-LGBT INTERRACIAL LGBT NON-WHITE NO CHILDREN MIDDLE EASTERN/MUSLIM ASIAN SINGLE PARENT Families associated with the “All-American Family” (among Gen Pop) Family Demographics Explicit Inherent Key: Bars above the 50% line indicate stronger association with All-American Family; below the 50% line indicate weak associations with the All American Family and even negative associations. 50%
  12. 12. THOSE WHO DIFFER FROM the more traditional CONSTRUCT are also less likely to self-IDENTIFY AS “ALL-AMERICAN” 75% 81% 78% 69% 68% 58% 47% 47% 45% 76% 82% 72% 67% 58% 60% 46% 45% 52% GEN POP WHITE AFRICAN AMERICANS HISPANICS LGBTQ MUSLIMS IMMIGRANTS MIDDLE EASTERN ASIAN AMERICANS 12 Q7: Would you consider your family an "All-American Family"? Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported) Base sizes: Gen Pop = 1,202, African Americans = 103, Asian Americans = 101, Hispanics = 103, Immigrants = 100, LGBTQ = 107, Middle Eastern = 94, Muslims = 101, White = 739 IDENTIFICATION WITH TERM “ALL-AMERICAN” I consider my family an All-American family (“Yes” responses) Others would describe my family as All-American (T2B agreement)
  13. 13. 6% 6% 5% 11% 7% 16% 7% 18% 10% THIS MIGHT BE BECAUSE MANY felt EXCLUDED GROWING UP 13 Q4: Which of the following, if any, have you ever felt about your family? Base sizes: Gen Pop = 1,202, African Americans = 103, Asian Americans = 101, Hispanics = 103, Immigrants = 100, LGBTQ = 107, Middle Eastern = 94, Muslims = 101, White = 739 STATEMENT AGREEMENT (% selected statement) 13% 9% 13% 20% 19% 30% 18% 26% 11% 7% 5% 7% 6% 7% 18% 5% 23% 13% “We were made fun of for being different” “We weren’t welcome in our neighborhood” “We had to hide our traditions/values”
  14. 14. Media/TV is a large driver of the perception of the “all-American Family”; lack of representation may exacerbate the feeling of exclusion 14Q10: What informed your understanding of what it means to be an "All-American Family"? Q13: Which of the following TV families do you think best represents today's "All-American Family?“ Base size: Gen Pop = 1,201 Understanding of “All-American Family” comes from TV or Media (among Gen Pop) 51% The top 2 TV families chosen as “All-American” closely mirror the top 2 families chosen in the Inherent Bias Test The Tanner Family, Full House The Dunphy Family, Modern Family Top two “All-American families” from inherent bias test Top two “All-American” TV families 29% 28%
  15. 15. 74% 15 feel positively about the term “All-American” (among Gen Pop) Q8: Looking at the pairs below, which one word in each pair best describes an “All-American Family?” <Top 2 box <Extremely/Somewhat positive> reported) Base size: Gen Pop = 1,201 SO while the TERM “All-American” IS not PERCEIVED negatively, it may ostracize certain minority groups Interesting Insight: Data is consistent across respondent groups, except LGBTQ, where only 57% feel positively about the term “All- American”
  16. 16. 16 REAL AMERICAN FAMILIES
  17. 17. TO encourage further CHANGE, START AT HOME – THIS IS WHERE MOST form their perception of the “ALL-AMERICAN FAMILY” 17 Q10: What informed your understanding of what it means to be an "All-American Family"? Base size: Gen Pop = 1,201 59% 42% 38% 37% 26% 36% 34% 25% 21% MY OWN FAMILY TELEVISION MY FRIENDS YOUR NEIGHBORHOOD SCHOOL THE MEDIA CHURCH LITERATURE ADVERTISING WHERE UNDERSTANDING OF “ALL-AMERICAN FAMILY” COMES FROM (among Gen Pop)
  18. 18. Describes my family “ALL-AMERICAN” is seen as an aspirational term – it does not necessarily reflect “real” families 18 Q3: Looking at the pairs below, which one word in each pair best describes your family? Q6: Looking at the pairs below, which one word in each pair best describes an “All-American Family?” Base size: Gen Pop = 1,201 66% 34% 80% 20% PUT TOGETHER DYSFUNCTIONAL Describes “All-American family” DESCRIPTORS OF ALL-AMERICAN FAMILY (among Gen Pop)
  19. 19. And though family is important… 19 have a close, strong relationship with their family 95% Intolerance is a divisive issue that can separate them. 1 IN 3 have cut ties with family and/or friends as a result of their intolerance to other races, religions, sexual preferences, etc. 7 in 10 don’t see eye-to-eye with some relatives on social issues such as racism, gay rights, gender equality, etc. Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported) Base size: Gen Pop = 1,201 Q2: How important is each of the following to you? Base size: Gen Pop = 1,201 (among Gen Pop) %T2B Importance
  20. 20. REAL FAMILIES HAVE TENSION, AND DON’T ALWAYS GET ALONG 20 Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported) Base size: Gen Pop = 1,201 1 IN 2 would be nervous to tell their family they are homosexual 1 IN 3 would be nervous to bring home a significant other of a different race (among Gen Pop) % T2B Agreement
  21. 21. 21 Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported) Base size: Gen Pop = 1,201 AND THAT’S OK – IT DOESN’T HAVE TO TAKE AWAY FROM THEIR RELATIONSHIP have a close, strong relationship with their family 83% (among Gen Pop) %T2B Agreement
  22. 22. 22 Q9: Why do you feel [positively/negatively] about the term "All-American Family"? Base size: Gen Pop = 1,201 “It is a good feeling having a family to support. Sure, there may be times when you argue or do not see eye to eye on things but always there in times of need for each other and can count on them.” – 45, Male
  23. 23. 23 Role of photos in family
  24. 24. 24 Family photos are a way to track and preserve the evolution of a family over time Say family photos are a window into the past that reminds me where I come from 94% (among Gen Pop) %T2B Agreement Q17: How much do you agree or disagree about the following statements? (Top 2 box <Strongly/Somewhat agree> reported) Base size: Gen Pop = 1,201
  25. 25. And FINDING WAYS TO PRESERVE THEIR FAMILY AND THEIR MEMORIES IS IMPORTANT TO THEM 25 93% 91% 89% 84% 81% FAMILY PHOTOS ALLOW ME TO REMEMBER MY FAMILY WHO IS NO LONGER WITH ME PHOTOS ARE THE BEST WAY TO COMMEMORATE OUR FAVORITE FAMILY MOMENTS PRINTED PHOTOS HELP TO ILLUSTRATE OUR FAMILY HISTORY HAVING FAMILY PORTRAITS IN MY HOME IS IMPORTANT TO ME I WISH MY FAMILY TOOK MORE PHOTOS TOGETHER STATEMENT AGREEMENT (among Gen Pop) % T2B agreement Q17: How much do you agree or disagree about the following statements? (Top 2 box <Strongly/Somewhat agree> reported) Base size: Gen Pop = 1,201
  26. 26. 26 Q18: You mentioned that having family photos is important to you. Can you explain in more detail why is it important for you to have family photos? Base size: Gen Pop = 1,201 PRESERVE MEMORIES KEEP LOVED ONES CLOSE PASS ON FAMILY HISTORY/HERITAGE PHOTOS help us REMEMBER LOVED ONES AND SHOW FUTURE GENERATIONS WHERE THEY CAME FROM “All of us came from somewhere and from someone. We cannot forget our roots.” – 63, Male “So as to have tangible proof of my ancestors to show to my children and grandchildren.” – 78, Male “Photos are like memories of the good times spent with family, which I rarely ever have anymore. Many have passed and many I no longer see eye to eye with.” – 36, Female “It lets you be surrounded by the people you love even when they may not be there.” – 26, Female “The memory fades with time. Pictures help me remember the past.” – 64, Male “In order to look back years from now and reminisce.” - 22, Female
  27. 27. WHICH EXPLAINS WHY, IN AN EMERGENCY, Memories are the most important item that people wish to save 27 Thinking of a hypothetical scenario where a disaster would cause you to lose your home what item would be MOST important for you to save? (among Gen Pop) Q20: Thinking of a hypothetical scenario where a disaster would cause you to lose your home (fire, flood, etc.) what item would be MOST important for you to save, if all family members/pets were already safe? Base size: Gen Pop = 1,201 Photographs Phone 36% 12% Important documents 38%
  28. 28. 28 Additional storylines
  29. 29. INHERENT Bias Mapping Guide 29 Base size: Gen Pop = 1,202 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Respondents say that the family is an All-American Family, but we are detecting that subconsciously this is not the case. Respondents say both consciously and subconsciously that the family is an All-American Family. Respondents say both consciously and subconsciously that the family is NOT an All-American Family. Respondents say that the family is NOT an All-American Family, but we are detecting that subconsciously they ARE considered this to some extent.
  30. 30. LGBTQ have a more negative view of the term “All- American family” than most, and have the largest discrepancy of any group between self-identifying as an All- American Family and thinking others would identify them as such. However, LGBTQ families are embraced as an all American family at the inherent level by most groups. 30 LGBTQ
  31. 31. LGBTQ respondents feel most negatively about the term “all-American Family” 68% 58% 31 Q7: Would you consider your family an "All-American Family"? Q8: How do you feel about the term “All-American Family”? Q15: How much do you agree or disagree with the following statements? (I have cut ties with family and/or friends as a result of their intolerance to other races, religions, sexual preferences, etc.). Base sizes: Gen Pop = 1,201, LGBTQ = 120 I consider my family an All- American family Others would describe my family as All American 57% feel positively about the term “All American” (vs. 74% Overall) 1 IN 2 have cut ties with family and/or friends as a result of their intolerance to other races, religions, sexual preferences, etc. (vs. 1 in 3 Overall)
  32. 32. Boomers Gen X Millennials Female Male Democrats RepublicanAfrican American Hispanic White Audience Perceptions of LGBT Families Most groups both consciously and subconsciously identify lgbtq families as “all-American” 32 Images associated with “All-American Family” Base size: LGBTQ=119 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  33. 33. Interestingly, while Hispanic respondents state that their racial group is included in the “all-American Family”, at the inherent level they do not feel All American. Additionally, Hispanics record the highest number of family groups under 50%, meaning they do not associate many of the groups as being an All-American Family. 33 Hispanics
  34. 34. 34 85% 84% 79% 76% 76% 73% 73% 70% 68% 66% 64% 61% 58% 66% 45% 60% 55% 54% 56% 44% 47% 42% 48% 36% 46% 39% WHITE BLACK TWO PARENT CHILDREN NON-LGBT INTERRACIAL HISPANIC NON-WHITE NO CHILDREN LGBT SINGLE PARENT ASIAN MIDDLE EASTERN/MUSLIM Family Demographics Explicit Implicit Hispanics state that their racial group is “All- American”, at the INHERENT level they do not feel All-American Images associated with “All-American Family” Base size: Hispanics = 170 Families associated with the “All-American Family” (among Hispanics) 50%
  35. 35. THANK YOU 35
  36. 36. APPENDIX 36
  37. 37. THIS IS ALSO REFLECTED IN WHAT’S ON TV – WHITE, TRADITIONAL FAMILIES ARE SEEN AS MORE “ALL AMERICAN” 29% 28% 15% 6% 5% 5% 4% 3% 3% 2% 26% 28% 13% 9% 5% 5% 3% 6% 3% 3% THE TANNER FAMILY, FULL HOUSE THE DUNPHY FAMILY, MODERN FAMILY THE HECK FAMILY, THE MIDDLE THE JOHNSON FAMILY, BLACKISH THE GILMORE FAMILY, THE GILMORE GIRLS THE LYON FAMILY, EMPIRE THE BLEUTH FAMILY, ARRESTED DEVELOPMENT THE HUANGS, FRESH OFF THE BOAT THE PLUNKETT FAMILY, MOM THE PFEFFERMAN FAMILY, TRANSPARENT 37 Q13: Which of the following TV families do you think best represents today's "All-American Family?“ Q14: Which of the following TV families do you think SHOULD represent today’s “All-American Family”? Base size: Gen Pop = 1,201 TV FAMILIES THAT REPRESENT TODAY’S “ALL-AMERICAN FAMILY” (among Gen Pop) TV family that BEST represents today’s “All- American family TV family that SHOULD represent today’s “All- American family 31% best / 40% should among African Americans 10% best / 14% should among Asian Americans
  38. 38. White Black Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT This region shows bias towards Families without children as well as single parents 38 Northeast Images associated with the All-American Family Base size: Northeast=212 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  39. 39. White Black Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT The Midwest shows A specific bias towards LGBT families 39 Midwest Images associated with the All-American Family Base size: Midwest=254 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  40. 40. WhiteBlack Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT The south shows the least bias when it comes to defining an “All-American Family” 40 South Images associated with the All-American Family Base size: South = 466 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  41. 41. White Black Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT The west has the narrowest Inherent view of what makes a family “All-American” 41 West Images associated with the All-American Family Base size: West=268 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  42. 42. White Black Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT Boomers Boomers show one of the lowest levels of bias among generations 42 Images associated with the All-American Family Base size: Boomers n=401 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  43. 43. White Black Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT Generation X While Generation X shows the highest 43 Images associated with the All-American Family Base size: Generation X n=421 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  44. 44. White Black Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT Millennials Millennials show bias towards equal bias to boomers 44 Images associated with the All-American Family Base size: Millennials n=378 All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious
  45. 45. White Black Hispanic Asian Interracial Middle Eastern/Muslim Non-White Two parent Single Parent Children No Children LGBT Non-LGBT Immigrants Immigrants show the heaviest INHERENT and explicit bias of all sub-groups 45 Images associated with the All-American Family Base size: Immigrants n=100 **Small sample size All-American Family Consciously Only All-American Family Consciously & Subconsciously All-American Family Subconsciously Only NOT All-American Family Consciously & Subconsciously Conscious Subconscious

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