The Look and Make-Up of the American Family Has Changed

The Look and Make-Up of the American Family Has Changed. MARKETING TO THE MMAMHAHht MODERN FAMILY From "Brady Bunch" To "Modern Family"- Evolving Family Dynamics Will Affect How Companies Market Brands 82% The Motherload Gets Heavier of men whose oldest child is younger than 2 believe an anti-dad societal bias exists Dads Demand to be Involved Dads are playing a greater role in parenting than in the past 41% of moms say they are sole decision maker for family purchases |75% Moms: in charge at home and in charge at work earn money for the family 83% are responsible for taking care of their kids SOURCE: MARKETING TO THE MODERN FAMILY, 2OTI Universal Parent 33% of dads say they take on role of "traditional" mom 62% SOURCES: MARKETING TO THE MODERN FAMILY, 201; PARENTING MAGAZINE, 2011 54% of dads say parenting roles will be redefined It's the era of moms MAMAN of gender and. From Traditional to TraditionALL Families headed by multi- cultural, LGBT and single parents have become the new traditional family surrender from traditional "mom and dad" SOURCE: MARKETING TO THE MODERN FAMILY, 2O1 2 million children are being raised by LGBT parents Democratization of the Family 67% of grandmothers who take care of grandchildren say they influence family purchases Power of the 68% More than four in ten purse is divided among the family of moms and dads say children have influence on purchase decisions Millennials (44%) say that the institution of marriage is becoming obsolete SOURCE: MARKETING TO THE MODERN FAMILY, 2O1 SOURCES: MARKETING TO THE MODERN FAMILY, 2011; US CENSUS 2010; FAMILY EGUALITY COUNCIL 201