Table of Contents
Overview
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- What you need to know
Executive Summary
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- The market
- Total number of families continues to rise
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- Figure 1: Total number of families in the UK (in millions), 1999-2019
- Cohabiting families continue to grow share
- Birth rates continue to drop
- The consumer
- Today’s parents turn online for health advice…
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- Figure 2: Where parents would look for health advice for their children, August 2019
- … But there is still room for more traditional experts
- TV time remains an important family activity
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- Figure 3: Family activities in a typical week, August 2019
- The active role of grandparents
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- Figure 4: Types of support provided by grandparents, August 2019
- Diversity proves an important part of children’s education
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- Figure 5: Role of schools and brands in teaching children about selected contemporary issues, August 2019
- Talking money with children
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- Figure 6: Attitudes towards family money and money management, August 2019
- Opportunities to switch off together
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- Figure 7: Attitudes towards family time and teaching children about diversity, August 2019
- The role of brands in teaching children about diversity
- What we think
Issues and Insights
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- Switching off and switching on; balancing the role of tech in family life
- The facts
- The implications
- The role of brands in driving diversity
- The facts
- The implications
Demographic Overview – What You Need to Know
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- Total number of families continues to rise
- Cohabiting families continue to grow share
- Birth rates continue to drop
Demographic Overview
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- Total number of families continues to rise
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- Figure 8: Total number of families in the UK (in millions), 1999-2019
- Cohabiting families continue to grow share
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- Figure 9: Families in the UK with dependent children, by family type in 1999, 2009 and 2019
- Decline in lone parent families
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- Figure 10: Index of the number of lone parent families in the UK, 1999-2019
- Birth rates continue to drop
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- Figure 11: Trends in the number of live births, England and Wales, 2000-18
- British families become more diverse
The Consumer – What You Need to Know
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- Today’s parents turn online for health advice…
- … But there is still room for more traditional experts
- Parents turn to GPs for mental health advice
- TV time remains an important family activity
- Eating culture remains at the heart of family life
- The active role of grandparents
- The role of brands in teaching children about diversity
- Brands can play a role in promoting gender equality to children
- Talking money with children
- Opportunities to switch off together
Sources of Health Advice
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- Today’s parents turn online for health advice…
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- Figure 12: Where parents would look for health advice for their children, August 2019
- … But there is still room for more traditional experts
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- Figure 13: Where parents would look for dietary advice for their children, August 2019
- Promoting online exercise
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- Figure 14: Where parents would look for exercise advice for their children, August 2019
- Parents turn to GPs for mental health advice
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- Figure 15: Where parents would look for mental health advice for their children, August 2019
Family Activities
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- TV time remains an important family activity
- Streaming services have further room to grow
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- Figure 16: Family activities in a typical week, August 2019
- Eating culture remains at the heart of family life
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- Figure 17: Proportion of all parents who say that they eat meals together at home, by parent’s working status, August 2019
- Video games as a source of family time
Role of Grandparents
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- The active role of grandparents
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- Figure 18: Types of support provided by grandparents, August 2019
- Connecting grandparents
Educating Children about Contemporary Issues
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- Diversity proves an important part of children’s education
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- Figure 19: Role of schools and brands in teaching children about selected contemporary issues, August 2019
- Religions and cultures deemed an important lesson for children
- Brands can play a role in promoting gender equality to children
- Brands can take a stance on sexual health and politics…
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- Figure 20: Schweppes’ ‘The Dress for Respect’ campaign, November 2018
- … But there is less support for sexuality and gender identity
Attitudes towards Family Life
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- Talking money with children…
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- Figure 21: Attitudes towards family money and money management, August 2019
- … And other family members
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- Figure 22: Lloyds Banking Group, ‘The M Word’, March 2019
- Opportunities to “switch” off together
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- Figure 23: Attitudes towards family time and tech usage, August 2019
- Supporting parents in an increasingly diverse Britain
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- Figure 24: Parent’s attitudes towards children and diversity, August 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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