Table of Contents
Executive Summary
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- Lifestyles without compromises
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- Figure 1: Reasons for not being sure about having children, August 2014
- High demand for childfree zones
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- Figure 2: Demand for childfree zones, by gender, August 2014
- Families are perceived to be benefiting from better discounts
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- Figure 3: Attitudes towards venues catering to families with children, August 2014
- Children alter financial dynamics in relationships
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- Figure 4: Relationship dynamics, by presence of children, August 2014
- What we think
Issues and Insights
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- Catering better to the leisure needs of childfree couples
- The facts
- The implications
- Measuring demand for childfree zones at venues
- The facts
- The implications
Trend Application
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- Trend: Play Ethic
- Trend: Who are the Joneses?
- Trend: Old Gold
Broader Market Environment
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- Key points
- Average family size continues to shrink
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- Figure 5: Estimated family size distribution for women born 1920-67 who are assumed to have completed their childbearing, England and Wales
- More women postpone having children into their thirties
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- Figure 6: Average number of live-born children by age 30 and completed family size, cohorts born 1920-82, England and Wales
- The number of children being born through IVF is rising
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- Figure 7: Trends in live birth rate per IVF cycle started, UK, 1991-2011
- House prices continue outpacing earnings
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- Figure 8: Ratio of median house prices to median earnings, 2000-13
- Cost of raising a child continues to rise
- The right to ask for flexible working extended
- Childfree couples have a more affluent socio-economic profile
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- Figure 9: Social grade and annual household income, by presence of children in the household, August 2014
- Families have been hit harder in the downturn…
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- Figure 10: Impact of the economic downturn, by presence of children in the household, August 2014
- …and continue feeling the financial squeeze
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- Figure 11: Current financial situation, by presence of children in the household, August 2014
The Consumer – Plans for Starting a Family
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- Key points
- Most childfree couples are certain about not wanting to have children
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- Figure 12: Plans for starting a family in the future, August 2014
- Decision to have a baby is anything but straightforward
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- Figure 13: Plans for starting a family in the future, by woman’s age, August 2014
- Couples do not want to make compromises to their lifestyle
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- Figure 14: Reasons for not being sure about having children, August 2014
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- Figure 15: Screenshots of advertising for EggBanxx and an egg freezing party organised by EggBanxx, November 2014
- AB couples most likely to prize their way of life
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- Figure 16: Selected reasons for not being sure about having children, by social grade, August 2014
The Consumer – Relationship Satisfaction
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- Key points
- Childfree couples dedicate more time to maintaining their relationship
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- Figure 17: Relationship satisfaction – proportions who are satisfied with each aspect, by presence of children, August 2014
- Amount and quality of leisure time rises with greater affluence
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- Figure 18: Selected aspects of relationship satisfaction – proportions who are satisfied with each aspect, by household income, August 2014
The Consumer – Demand for Childfree Zones
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- Key points
- Nearly seven in 10 adults without kids welcome the concept of childfree zones
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- Figure 19: Demand for childfree zones, by gender, August 2014
- Demand for childfree areas stronger amongst affluent couples
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- Figure 20: Demand for childfree zones, by household income, August 2014
- People more tolerant of the youngest children in public places
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- Figure 21: Demand for childfree zones, by age of children, August 2014
- Childfree areas in practice
- Airlines
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- Figure 22: Promotional images from the new fleet of Boeing 737 Max aircraft introduced by Thomson Airways, November 2014
- Cafés and restaurants
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- Figure 23: Tweet by owner of three Michelin-starred restaurant Alinea in Chicago, US, November 2014
- Hotels
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- Figure 24: Screenshot from Thomson Couples website, November 2014
The Consumer – Venues Catering to Families
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- Key points
- Most childfree adults feel families benefit from better discounts
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- Figure 25: Attitudes towards venues catering to families with children, August 2014
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- Figure 26: Thorpe Park’s Fright Nights, November 2014
- Childfree affluents feel under-served by the holiday industry
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- Figure 27: Agreement with the statement about whether families are better catered to on holidays, compared with couples without children (any agree responses are shown), by household income, August 2014
- Two Together railcard pioneers travel discounts for couples
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- Figure 28: Screenshot from the Two Together Railcard website, November 2014
The Consumer – Short-term Priorities
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- Key points
- Parenthood has a bearing on future plans
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- Figure 29: Future plans, by presence of children, August 2014
- Affluent childfree couples most likely to make holiday plans
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- Figure 30: Plans to go travelling, save/invest, and get a new job/better-paid job in the next three years, by presence of children and household income, August 2014
- Childfree couples less settled in their aspirations
- Spending priorities change with presence of kids
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- Figure 31: Selected things that extra money is spent on, by presence of children in the household, September 2014
The Consumer – Relationship Dynamics
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- Key points
- Making relationship more of a priority
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- Figure 32: Relationship dynamics, by presence of children, August 2014
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- Figure 33: Screenshot from the Red Letter Days website, November 2014
- Children change financial dynamics in relationships
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- Figure 34: Relationship dynamics, by presence of children, August 2014
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- Figure 35: New ad campaign for thinkThin protein bars, November 2014
- Fashion brands could encourage couples to put more effort into looking good for each other
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- Figure 36: Relationship dynamics, by length of relationship, August 2014
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