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FringeStream - Fallout Families

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Welcome to our FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors. What happens when fragmentation, diversity and the choice to live differently becomes the new normal?

This month we explore Fallout Families, which challenges us to think about family structures differently and brings to life what new family norms look like, moving beyond the traditional - and increasingly outdated - model of the nuclear family.

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FringeStream - Fallout Families

  1. 1. FALLOUT FAMILIES: THE NEW NUCLEAR Rede$ining  the family  structure   thesoundhq.com Tuesday, November 10, 15
  2. 2. Tuesday, November 10, 15
  3. 3. FALLOUT FAMILIES Welcome  to  our  FringeStream  series,  our  monthly   magazine  exploring  how  the  fringes  of  culture  are   shaping  mass  behaviors.  What  happens  when   fragmentation,  diversity  and  the  choice  to  live   differently  becomes  the  new  normal? This  month  we  explore  Fallout  Families,  which   challenges  us  to  think  about  family  structures   differently  and  brings  to  life  what  new  family  norms   look  like,  moving  beyond  the  traditional  -­‐  and   increasingly  outdated  -­‐  model  of  the  nuclear  family.     Tuesday, November 10, 15
  4. 4. “FALLOUT FAMILIES” Tuesday, November 10, 15
  5. 5. WHAT IS IT? THE NUCLEAR FAMILY IS ON THE DECLINE. Today  it  is  far  more  likely  that  a  family  will  not  be   the  archetypal  married  couple  with  2.4  kids.   Advertisers,  marketers,  researchers  and  media   planners  (not  to  mention  the  rest  of  the  business   world)  continue  to  adhere  to  a  model  in  which  most   adults  are  imagined  to  be  on  a  journey  to,  through   and  from  the  standard  nuclear  family  -­‐  because  it’s   easy.  And  it’s  comfortable.  And  mainstream.   Except  that  it  no  longer  is. “Married  couples   with  2.4  kids  don't   really  exist:  today,   only  a  quarter  of   families  could  be   termed  ‘nuclear’” The  Guardian,  2013 THE FAMILY DYNAMIC IS CHANGING... WE’RE LIVING IN A POST-NUCLEAR WORLD Tuesday, November 10, 15
  6. 6. WHY IS IT? New  versions  of  the  traditional  family  have  been  enabled  or  necessitated   by  a  variety  of  factors,  including:  the  economic  crisis,  progression  in  LGBT   rights,  an  ageing  population,  the  housing  shortage  in  major  cities,  rising   divorce  rates,  improving  gender  equality  and  Kluidity.  We  are  living  in  a   more  progressive  and  tolerant  society  than  ever  before. Above  all  we  now  live  in  a  world  in  which  people  are  increasingly   questioning  the  need  to  follow  traditional  ways  of  being.   …THIS IS CAUSED OR ENABLED BY ECONOMIC, SOCIAL AND CULTURAL SHIFTS... Tuesday, November 10, 15
  7. 7. …WHICH GIVES RISE TO A NUMBER OF NEW NON-NUCLEAR FAMILY TYPES RISE OF THE SOLOMOR DINKs (dual income, no kids) REVERSING GENDER ROLES SAME SEX PARTNERS MULTI-GENERATIONAL LIVING MULTI-PARENTAL FAMILIES TRADITIONAL MODEL THE OUTCOME: NUCLEAR FAMILIES Tuesday, November 10, 15
  8. 8. WHAT IS IT? 32% OF MARRIED FATHERS (approximately 7 million dads) are “a regular source of care for their children under age 15”, up from 26% in 2002 THE NEW NORMAL: Mothers are now the SOLE OR PRIMARY INCOME PROVIDER in a record 40% of households with children Over a lifetime, unmarried women can pay as much as a million dollars more than their married counterparts for healthcare, taxes and more FAMILIES FALLOUT In the US, the number of people living in multigenerational homes doubled from around 28 million in 1980 to 57 million in 2012. Whilst in the UK, more than 500,000 households consist of more than three generations, rising to 556,000 by 2019. 28Mpeople living in multigenerational homes 57Mpeople living in multigenerational homes 1980 2012 500k+households consist of more than three generations 2015 556k+households consist of more than three generations 2019 In the US, among those under age 50 nearly half of LGBT women (48%) are raising a child under age 18 along with a fifth of LGBT men (20%) 20%48%the fastest growing category of households is: IN THE US AND UK... Tuesday, November 10, 15
  9. 9. THE CHALLENGE FOR BRANDS BRANDS INCREASINGLY SHOW THAT THEY ‘GET’ THE CONTEMPORARY FAMILY BY MIXING UP THE INGREDIENTS A LITTLE:   a  mixed-­‐race  couple  here,  a  divorced  dad  there,   maybe  even  some  same-­‐sex  parents.   Typically  these  are  taboo-­‐breaking  statements   that  intentionally  celebrate  the  fringes.  And  that’s   great.  But  increasingly  those  fringes  are  the  norm.   Brands  that  want  to  really  connect  with   contemporary  families  need  to  go  one  step   further  -­‐  reKlecting  this  new  normal  for  what  it  is:   normal. “Making  advertising  more   representative  of  the  society  it   serves  tends  to  follow  two  clear   stages.  The  First  is  to  actively  break   taboos  that  hold  society  back  and   in  which  the  inclusion  of  people   that  are  different  to  the  norm  is  to   make  a  point.  The  second  is  about   normalising  those  groups  as  an   unremarkable  part  of   contemporary  life.”   Richard  Huntingdon Director  of  Strategy,  Saatchi  &  Saatchi BRANDS AND THE NEW NORMAL Tuesday, November 10, 15
  10. 10. “The  repercussions  of  these  [family]   changes  on  housing,  pensions,   health  and  long-­‐term  care,  labour   markets,  education  and  public   Jinances,  have  been  remarkable” OECD  Report,  The  Future  of  Families,  2011 THE CHALLENGE FOR SOCIETY AND IT’S NOT JUST THE MARKETING WORLD THAT NEEDS TO REFLECT THIS NEW NORMAL. We  live  in  a  world  built  for  nuclear  families:  family   cars,  family  meals,  family  homes,  family  holiday   deals.  And  it’s  not  just  products.  Everything  from   maternity/paternity  leave  to  tax  beneKits  were  set  up   to  beneKit  nuclear  families.   Today,  52%  of  British  adults    feel  that  the   Government  fails  to  take  their  family  set-­‐up  into   account.   The  rise  of  Fallout  Families  demands  new  thinking   and  new  solutions  right  across  society  -­‐  with   implications  for  politics,  healthcare,  property,   Kinancial  products,  employment  law  and  childcare. SOCIETY AND THE NEW NORMAL Tuesday, November 10, 15
  11. 11. There  has  been  a  proportional  decline  of   marriage  since  the  1970s.  51%  of  the  adult   population  of  England  and  Wales  is  ‘not   married’,  and  43.6%  of  American  adults  are   unmarried  (61%  have  never  been  married).   Since  2000  the  most  common  household  in   America  has  been  a  person  living  alone. While  we  know  that  it  is  more  expensive  to   be  single  (cost  of  living,  tax  bene$its,   healthcare  etc.)  we  see  that  many  of  our   ‘singles’  are  choosing  to  be  single,  living  the   life  they  want  to  create,  with  or  without  a   partner. In  Denmark,  in  particular,  we  are  seeing  a   rise  of  the  ‘Solomor’;  single  women  who  are   choosing  to  get  pregnant  or  adopt  without   the  immediate  support  of  a  partner.  A  trend   that  has  been  growing  since  2007  when  they   offered  single  women  free  fertility  treatment.   With  companies  like  Facebook  and  Apple   offering  support  to  freeze  women’s  eggs,  the   options  and  the  $inancial  support  to  ‘opt  in’   to  parenthood  single  is  on  the  rise  -­‐  with  the   understanding  that  it  can  take  a  village  to   raise  a  child,  not  just  two  heterosexual   parents. THE RISE OF THE SOLOMOR WHAT’S GOING ON? “We’re seeing an avalanche of educated older women – 85% are aged between 31-45 and half have masters degrees or higher. More and more of them are going it alone and we predict that by 2020, 70% of our clients will be single.” -Ole Schou, director of Cryos International, the world’s largest sperm bank in Aarhus, Jutland. “Over a lifetime, unmarried women can pay as much as a million dollars more than their married counterparts for healthcare, taxes and more.” -Lisa Arnold and Christina Campbell, The Atlantic Tuesday, November 10, 15
  12. 12. WHAT’S GOING ON? D.I.N.KS Dual  Income  No  Kids  (or  DINKs)  are  a   growing  phenomenon  across  the  world.   Couples  that  choose  not  to  have  children  fall   under  the  following  loose  buckets: ‣ Can’t so don’t ‣ Select not to ‣ DINKs for now – will have to later. DINKs  are  typically  af$luent  and  high   spenders.  DINKs  are  a  global  growing  ‘tribe’,   especially  in  India,  China  and  Japan.  60%  of   DINKs  expect  to  feel  some  sort  of  prejudice   about  their  decision,  however  80%  feel  that   their  decision  makes  them  a  better   contributor  to  their  society.  DINKs  admit   they  feel  like  they  are  constantly  defending   their  decision  to  ‘opt  out’. So  why  ‘opt  out’?  One  in  $ive  couples  in  the   Netherlands  decide  never  to  have  children.   ‘Parental  honesty’  is  at  an  all  time  high,  as   rewarding  as  it  is  to  have  kids,  it’s  hard  work   and  expensive!  DINKs  ‘opt  out’  as  many  of   them  haven’t  had  the  biological  urge  to  have   kids.  Having  a  ‘family’  can  include  being  an   Aunt/Uncle,  owning  a  pet  or  caring  for   ageing  parents.  DINKs  can  delay  making   decisions  about  having  children  much  later   in  life  than  ever  before.  While  some  of   society  (and  brands)  may  need  to  catch  up,   DINKs  are  here  to  stay  and  growing  in   number.  For  DINKs  the  absence  of  their  own   children  does  not  mean  the  absence  of   family.     “Childfree couples put the highest value on themselves as a couple. They know that to go the distance, relationships take work and cultivation. Part of "having it all" is the ability to have the time and space to devote to their relationship.” - Laura Caroll, Huffington Post “There's a resistance to parenthood being the default after marriage. People are questioning it in ways that they didn't perhaps 30 or 40 or 50 years ago.” - Laura S. Scott, Childless by Choice Project director Tuesday, November 10, 15
  13. 13. REVERSING GENDER ROLES WHAT’S GOING ON? “Perhaps no single facet of human behavior in the 20th century has more influenced marriages and families than have changing gender roles" - Kenneth Davidson & Nelwyn Moore, Marriage and Family Gender  equality  is  more  of  a  reality  than  ever  before.   Males  and  females  $ind  themselves  facing  the  same   challenges  and  opportunities  i.e.  competing  for  the   same  jobs,  under  the  same  pressures  and  have  the  same   aspirations. As  the  gender  pay  gap  is  slowly  closing  and  couples   salaries  are  beginning  to  match  or  over  take  each  other,   we  are  beginning  to  re-­‐think  the  way  household  and   child  care  duties  are  apportioned.  Binaries  that  once   maintained  clear  boundaries  between  genders  are  now   blurred. A  recent  study  in  the  UK  revealed  that  fathers  spend   seven  times  as  much  time  interacting  with  their   children  than  their  own  fathers  did  with  them  40  years   ago. While  corporations  and  governments  are  starting  to   catch  up  with  paternity  and  maternity  leave  support,   social  stigma  is  still  a  major  reason  as  to  why  we  default   to  Moms  staying  home  and  Dads  going  to  work.  Sweden   is  allowing  for  all  working  parents  to  be  entitled  to  16   months  paid  leave  per  child.  A  minimum  of  2  months  of   that  must  be  taken  by  the  father  to  encourage  and   promote  equality  between  genders  in  childrearing  and   their  professional  lives. Millennials  are  leading  the  way  to  less  con$ined   traditional  gender  roles  and  are  more  willing  to  break   long-­‐standing  norms.  Meanwhile  Gen  Edge,  the  post-­‐ Millennial  generation,  is  likely  to  hold  the  least  rigidly   de$ined  view  of  gender  as  they  reach  adulthood  as  they   are  being  raised  with  less  de$ined  gender  roles.   The U.S. Census reports that 32% of married fathers (approximately 7 million dads) are “a regular source of care for their children under age 15”, up from 26% in 2002, whilst mothers are now the sole or primary income provider in a record 40% of households with children. [Pew Research] Tuesday, November 10, 15
  14. 14. As  many  as  6  million  American  children  and   adults  have  an  LGBT  parent.   Growth  in  same-­‐sex  parenting  has  been   enabled  by  the  rise  of  same-­‐sex  marriage  and   a  more  relaxed  attitude  towards  same-­‐sex   adoption  and  fertility  treatment  in  many   developed  markets.   And  contrary  to  popular  belief,  this  is  far  from   being  a  white,  middle-­‐class  phenomenon:  a   recent  Williams  institute  report  shows  that   same-­‐sex  parents  are  ethnically  diverse  and   relatively  less  well-­‐off  than  others.  In  the  US,   half  of  all  children  living  with  same-­‐sex   couples  are  non-­‐white  (compared  to  41   percent  among  opposite-­‐sex  couples)  and  the   average  annual  household  income  of  same-­‐ sex  couples  with  children  is  signi$icantly   lower  than  that  of  similar  heterosexual   couples  ($63,900  versus  $74,000,   respectively). Interestingly,  same-­‐sex  parents  invest  more   time  in  their  children  than  heterosexual   couples.  A  recent  study  from  the  University  of   Texas  found  the  difference  is  even  more   pronounced  in  families  with  two  mothers,   who  spend  around  40  per  cent  more  time  on   activities  with  their  kids  than  heterosexual   parents. And  fathers  in  same-­‐sex  couples  spend   around  the  same  amount  of  time  with  their   children  as  straight  mums  –  which  is  twice  as   much  as  heterosexual  dads,  on  average. SAME SEX PARENTS WHAT’S GOING ON? In the US among those under age 50 nearly half of LGBT women (48%) are raising a child under age 18 along with a fifth of LGBT men (20%).- Kenneth Davidson & Nelwyn Moore, Marriage and Family Tuesday, November 10, 15
  15. 15. Whilst  multigenerational  living  is  common  in   some  parts  of  the  world,  in  Western  societies   –  where  independence  is  arguably  celebrated   over  all  else,  nuclear  families  has  been  the   default. However,  rising  costs  of  living,  ageing   populations,  fewer  employment  opportunities   and  housing  shortages  are  leading  to  greater   numbers  of  multigenerational  households  in   the  West  –  at  levels  last  seen  in  the  1950s.   Despite  the  the  economic  recovery  and   reducing  unemployment,  more  millennials   are  returning  to  live  at  home  with  their   parents  than  ever  before.   A  recent  report  by  the  Pew  Research  Centre   concludes  that  26%  of  18-­‐34  year  olds  in  the   US  live  with  their  parents,  up  from  24%  in   2010.  And  in  Europe,  nearly  half  (48%)  of   18-­‐30  year  olds  are  still  living  at  home. As  both  childcare  and  care  home  costs   continue  to  rise,  more  grandparents  are  also   returning  to  the  family  home.   Grandparents  are  estimated  to  save  Britain   more  than  £7  billion  in  childcare  costs  by   looking  after  their  grandchildren.   Meanwhile  in  the  US,  7.8  million  children  are   living  in  homes  with  grandparents  present   and  4.9  million  live  in  grandparent-­‐headed   households. WHAT’S GOING ON? MULTI-GENERATIONAL LIVING In the US, the number of people living in multigenerational homes doubled from around 28 million in1980 to 57 million in 2012 [Pew Research] Whilst in the UK, more than 500,000 households consist of more than three generations, rising to 556,000 by 2019 [Intergenerational Foundation think-tank] Tuesday, November 10, 15
  16. 16. Households  containing  two  or  more  families   were  the  fastest  growing  household  type  in   the  UK  in  the  last  decade,  increasing  by  56%   to  313,000  households. An  emerging  family  structure  is  that  of  multi-­‐ parenting—or  raising  a  child  with  more  than   two  legal  parents.  These  families  can  be  made   up  of  a  variety  of  circumstances  but  usually   consist  of  two  or  more  couples  who  come   together  to  raise  a  child. Research  in  the  $ield  is  limited,  but  the  trend   is  growing.  In  2013,  the  state  of  California   passed  a  bill  allowing  children  to  have  more   than  2  parents  in  reaction  to  a  case  where   one  child  had  2  mothers  and  1  father.   A  multi-­‐parental  home  takes  the  village   approach  to  raising  children,  ensuring  that   the  child  has  multiple  sources  of;  emotional,   educational  and  $inancial  support.   In  The  UK  The  Daily  Mail  recently  reported   on  The  Twin  Oaks  community  in  Virginia   which  houses  92  adults  and  13  children  and   where  responsibility  for  everything  is  shared.   Residents  must  get  group  permission  before   having  a  baby.   MULTI-PARENTAL FAMILIES WHAT’S GOING ON? "We wanted to make sure that there was one legal parent in both households, because we're splitting the upbringing equally" - Multi-parent family, Amsterdam (Vice) "The idea of a ‘nuclear family’ – white picket fence, a kid or two, friendly golden retriever – has been under siege for a while now. A more recent family structure that might be hard for your grandparents to wrap their heads around is that of multi-parenting – or raising a child with more than two legal parents. ” - Vice, August 2015 Tuesday, November 10, 15
  17. 17. URBAN PLANNING AND PROPERTY EMPLOYMENT LAW FINANCE AND MONEY The  rise  of  Fallout  Families  has  a  number  of  implications  for   society  as  a  whole  –  presenting  challenges  and  opportunities  in   areas  such  as  urban  planning  and  property,  employment  law,   2inance  and  money.   And  while  the  advertising,  media  and  research  industries  have   started  to  acknowledge  the  evolution  of  the  family  –  by  Klagging   and  celebrating  differences,  we  think  it’s  time  to  take  it  to  the   next  level  –  normalisation.   IT’S TIME TO NORMALISE FALLOUT FAMILIES BUT, WHAT DOES IT ALL MEAN? Tuesday, November 10, 15
  18. 18. FALLOUT FAMILIES ARE CHANGING THE FACE OF PROPERTY SOCIETAL IMPLICATIONS WHILE THE SHAPE AND NATURE OF FAMILIES HAS CHANGED, THE SAME IS NOT TRUE FOR PROPERTY – with  many  Fallout  Families  struggling  to  Kind  the  right   space  for  their  lifestyle.   With  considerable  growth  predicted  in  Boomerang   children  staying  at  home  with  their  parents,  and  the   elderly  returning  to  live  with  their  own  kids,  there  will   be  a  growing  demand  for  properties  and  developments   that  are  purpose-­‐built  for  multigenerational  living:   properties  with  larger  communal  kitchens  or  properties     in  which  there  are  annexes  for  grandparents  and  adult   children  alike.   The  rise  of  multi-­‐parent  households  is  leading  to  the   building  of  bespoke  communities,  where  multiple  bedrooms   or  private  living  areas  surround  a  large  Kluid  communal   space  where  everything  from  eating  to  childcare  to  laundry   is  shared.   And  the  rise  of  afKluent  professional  single  mothers  is   generating  demand  for  a  new  type  of  inner-­‐city  apartment   or  housing  development  better-­‐suited  to  the  raising  of   children.   Tuesday, November 10, 15
  19. 19. looking  for  a  new  job. And  there  is  a  growing  dialogue  about  the  need  for   employers  to  make  it  easier  for  fathers  to  take  on  their   share  of  childcare  responsibilities. In  the  UK,  The  Equality  Act  2010  dictates  that  professionals   in  a  same-­‐sex  couple  cannot  be  discriminated  against  if  they   request  maternity,  paternity,  adoption  or  parental  leave   from  their  employer.  Yet  if  two  people  are  adopting   (whether  they're  a  heterosexual  or  same  sex  couple),  only   one  person  is  entitled  to  adoption  leave. THERE ARE IMPLICATIONS FOR EMPLOYMENT LAW AND EMPLOYERS SOCIETAL IMPLICATIONS THE GROWTH IN POST-NUCLEAR FAMILIES IS STARTING TO INFLUENCE EMPLOYMENT LAWS AND EMPLOYERS. At  Virgin,  men  who  have  been  with  the  company  for  at   least  four  years  will  be  entitled  to  a  year's  paternity   leave  on  full  pay,  whilst  new  laws  in  the  UK  mean   parents  can  split  up  to  50  weeks  of  paternity/ maternity  leave. In  the  US,  a  2014  survey  of  dads  revealed  89  percent   said  paternity  leave  would  be  an  important  criterion  in   “We’re not going to get anywhere unless there’s a men’s movement. You can’t have half of a gender revolution.” Anne-Marie Slaughter, head of New America Foundation and author of the much-publicised recent Atlantic article by “Why Women Still Can’t Have It All” Tuesday, November 10, 15
  20. 20. FINANCIAL PRODUCTS WILL NEED TO ADAPT SOCIETAL IMPLICATIONS THE CHANGING NATURE OF THE FAMILY MEANS A GROWTH IN DEMAND FOR NEW FINANCIAL PRODUCTS (e.g.  mortgages  for  multi-­‐generational  or   multi-­‐parent  homes.) The  purchase  of  these  multi-­‐generational  homes  may   be  funded  in  part  by  grandparents  freeing  up  equity  by   selling  their  own  properties. Meanwhile,  as  multi-­‐generational  living  becomes  more   normal,  research  by  Mintel  suggests  that  young  adults   will  abandon  saving  for  a  mortgage  and  will  instead   Kind  new  ways  to  reinforce  their  identity:  spending  their   increased  discretionary  funds  on  experiences,  holidays,   clothes  and  grooming  products.   A  growth  in  democratic  purchasing  in  multi-­‐adult  families   means  a  need  for  more  Klexible  bank  accounts,  payment   mechanisms,  utility  bill  ‘ownership’,  etc. Tuesday, November 10, 15
  21. 21. Despite  recent  steps  towards  featuring  more  diverse  families  in  advertising,  very  few  brands  have   moved  to  the  stage  of  normalising  them.  Be  the  pioneer  and  move  from  celebrating  to  embracing,  simply   reKlecting  the  new  normal  -­‐  with  no  fanfare.  Many  Fallout  Families  are  frustrated  with  the  inability  for   ‘the  world’  to  catch  up  with  their  everyday  lives.   ADVERTISING NEEDS TO MOVE FROM CELEBRATING TO NORMALISING BRAND AND ADVERTISING IMPLICATIONS ‘THE NEW US’ – CHEVY The strategic idea behind the campaign talks about values that unite us, their family spot showcases a multitude of Fallout Families, reflecting that while the appearance of a family might change their values do not. HTTPS://WWW.YOUTUBE.COM/WATCH? V=_DXVTGNAOIQ #HOWWEFAMILY – TYLENOL Tylenol’s new #HowWeFamily campaign showcases the different structures of the modern family. Posing some challenging questions around love, family and fighting for the recognition of being considered a family with the tag line - family is defined by who you love, but how. We’re curious to see where they take the next phase in their strategic approach and how they will be tying it back to the brand… HTTPS://WWW.YOUTUBE.COM/WATCH? V=C33DTK7NUQO TOGETHER – WELLS FARGO Recognising why families work so hard and looking to partner with all families to help them get them to where they are going. The campaign depicts two mothers getting ready to adopt a little girl that is deaf and they are practicing how to welcome and communicate with her through sign language. HTTPS://WWW.YOUTUBE.COM/WATCH? V=DXDSX8HFXEK Tuesday, November 10, 15
  22. 22. One  of  the  most  remarkable  examples  of  the  normalisation  of  Fallout  Families  came  during  this   summer’s  Women’s  Soccer  World  Cup  when  the  UK’s  traditionally  conservative  Daily  Mail  newspaper   reported  on  the  childcare  challenges  faced  by  England  star  Casey  Stoney,  a  mother  of  twins,  whose   partner,  Megan  Harris,  is  also  a  footballer.   NORMALISING BRAND AND ADVERTISING IMPLICATIONS Tuesday, November 10, 15
  23. 23. RE-THINK WHO’S BUYING BRAND AND ADVERTISING IMPLICATIONS AS AN INDUSTRY, WHEN THINKING ABOUT FAMILY PRODUCTS AND PURCHASING, WE STILL HAVE A TENDENCY TO GRAVITATE TOWARDS THE TRADITIONAL NUCLEAR FAMILY – through  targeting,  through  conscious  or  sub-­‐conscious   messaging,  through  recruitment  for  market  research   (we  could  go  on!)   But  new  family  structures  such  as  multigenerational   living  are  changing  the  purchasing  dynamic.  Boomer   parents  are  being  inKluenced  by  their  adult  Millennial   kids  and  vice  versa,  throwing  your  targeting  strategy  into   disarray.  And  when  it  comes  to  toys,  food,  education  or   experiences  for  kids,  it’s  time  to  think  beyond  mums  as  the   key  decision-­‐maker.   It’s  just  as  likely  to  be  Dad.  Or  Dads.  Or  granddad.   Tuesday, November 10, 15
  24. 24. DON’T LOOK FOR DIFFERENCES, LOOK FOR SIMILARITIES BRAND AND ADVERTISING IMPLICATIONS FALLOUT OR NUCLEAR, FAMILIES SHARE MANY CORE VALUES AND ASPIRATIONS REGARDLESS OF THEIR SHAPE, SIZE OR SEXUALITY. The  deKinition  of  a  family  may  have  changed  but  the   ability  of  brands  to  align  with  what  matters  to  them  has   not. Family  connects  back  to  our  deeper  human  need  for   unconditional  love,  acceptance  and  support.  Family  is   a  place  to  feel  safe  and  completely  validated. Can  you  align  with  the  contemporary  values  shared  by   families  of  all  types?   Tuesday, November 10, 15
  25. 25. BRAND AND ADVERTISING IMPLICATIONS A WHOLE RANGE OF PRODUCTS AND PROMOTIONS SUB-CONSCIOUSLY IMPLY THAT NUCLEAR IS BEST. You  may  risk  alienating  a  growing  proportion  of  families  -­‐   without  even  realising  it. STOP IMPLYING THAT NUCLEAR IS BEST (WITHOUT EVEN REALISING) From  “family  tickets”  (2  adults,  2  kids)  to  “family”  board   games  (for  four  players),  to  “Mother  and  toddler”  activities   (what  about  my  Dad?  Or  my  two  Dads?),  Fallout  Families   are  surrounded  by  unintentional  signals  that  they  don’t   belong.  Contemporary  brands  will  increasingly  break  down   these  barriers. Tuesday, November 10, 15
  26. 26. THANK YOU!FALLOUT FAMILIES: THE NEW NUCLEAR Rede$ining  the family  structure thesoundhq.com VANCOUVER TORONTO CHICAGO NEW YORK LONDON MUMBAI Tuesday, November 10, 15
  27. 27. SLIDE SITE 1 https://vice-images.vice.com/images/content-images/2015/08/03/a-child-in-the-netherlands-is-going-to-have-five-parents-876-body-image-1438630930.jpg 11 http://www.southernliving.com/home-garden/tiny-homes 12 http://ideas.time.com/childfree/ http://www.betacuts.com/dual-income-no-kids-family-stickers/ 13 http://www.suchablog.com/images/2007-mai/absolut/absolut-world-02.jpg 14 http://www.chambanamoms.com/wp-content/uploads/2012/05/RED1-1224.jpg 15 http://www.buzzle.com/images/fashion/family-clothing/family-clothing-in-winter.jpg 16 https://vice-images.vice.com/images/content-images/2015/08/03/a-child-in-the-netherlands-is-going-to-have-five-parents-876-body-image-1438630930.jpg 18 http://www.audiencescan.com/wp-content/uploads/2013/11/multi-generational.jpg 19 http://www.huffingtonpost.com/2013/06/11/gay-parenting-study-healthy-kids-_n_3421590.html 20 http://aclendinggroup.com/wp-content/uploads/2014/05/Mortgage-Form.jpg 22 http://www.itv.com/lorraine/hot-topics/footballer-casey-stoneys-double-baby-joy 23 http://www.macleans.ca/wp-content/uploads/2011/09/The-new-dads-with-pads_wide.jpg https://i.ytimg.com/vi/n09SejxpcFA/maxresdefault.jpg http://cdn.bols.netdna-cdn.com/wp-content/uploads/2015/10/man-tampons.jpg http://i.dailymail.co.uk/i/pix/2012/03/19/article-2116933-123A60E0000005DC-661_634x840.jpg http://iconosquare.com/p/885637945591914479_231031846 24 http://blogs.cdc.gov/publichealthmatters/files/2012/09/ElderlyEmergency_Banner.jpg 25 http://auniformbrand.com/fiat-500l-redwood-publishing/ www.musicwithmummy.co.uk/ IMAGE REFERENCES Tuesday, November 10, 15

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