Table of Contents
Executive Summary
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- American families
- The consumer
- One quarter of young families headed by a single parent
- All families focused on saving money and spending time together
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- Figure 1: Top goals and priorities – Young families versus older families, January 2015
- Young families may need help preparing for the future
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- Figure 2: Top family concerns – Young families versus older families, January 2015
- Moms responsible for the lion’s share of household duties
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- Figure 3: Young families' division of household responsibilities – Me, by gender, January 2015
- Moms decide on everyday purchases, dads on big-ticket items
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- Figure 4: Young families' household purchasing decisions – Me, by gender, January 2015
- Like all consumers, young parents consider price and quality
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- Figure 5: Young families' top purchase influences, January 2015
- Nine in 10 young families say parenting is more important than a career
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- Figure 6: Young families’ attitudes toward parenting, January 2015
- Flexible working arrangements viewed as crucial by young parents
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- Figure 7: Young families’ attitudes toward work, January 2015
- Young parents feel kids are under excessive pressure
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- Figure 8: Young families’ attitudes toward school, January 2015
- What we think
Issues and Insights
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- Young families getting their starts in a tough economy
- The issues
- The implications
- US policies do not favor families
- The issues
- The implications
- Day care has become a necessity to modern parenting
- The issues
- The implications
Trend Applications
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- Trend: Entrepreneurial Spirit
- Trend: FSTR HYPR
- Trend: The Unfairer Sex
Profile of Young Families
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- Key points
- US population of young children projected to increase 3.5% from 2015-20
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- Figure 9: Children aged 0-11, 1950-2013, projected 2014-50.
- Young children’s living arrangements
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- Figure 10: Children’s living arrangements, by age, 2013
- Figure 11: Median household income of families with children, in inflation-adjusted dollars, 2003-13
- Share of US households with children continues to decline
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- Figure 12: Households, by presence of own children, 2003-13
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- Figure 13: Households with own children, by race and Hispanic origin of householder, 2013
- Millennials putting off marriage, family
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- Figure 14: Marital status, by generation, 2012
Innovations and Innovators
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- Theme: Convenience and saving time
- Blue Apron adds family plan
- Mac & Mia launches as “Trunk Club” for kids
- Theme: Monitoring and tracking
- Owlet sock monitors newborns’ vitals
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- Figure 15: Owlet, “See your child’s heart and oxygen levels on your smartphone,” 2013
- hereO watch uses GPS to track children’s whereabouts
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- Figure 16: HereO, “The first GPS watch designed for young kids,” online video, 2014
- Sleep Number to introduce bed for kids/teens
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- Figure 17: Sleep Number “Announcing the new Sleep Number SleepIQ Kids bed,” online video, 2015
- Other innovations
- Twigtale helps parents tackle tough topics
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- Figure 18: Twigtale, “What is Twigtale,” online video, 2014
- Slow Control follows up smart fork with smart bottle
Marketing Strategies
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- Overview
- Modern parenting and the division of duties
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- Figure 19: Dove Men + Care, “Real Strength,” online video, 2015
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- Figure 20: Tide and Downy, “The Princess Dress,” online video, 2013
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- Figure 21: Luvs, "Breastfeeding," online video, 2012
- Addressing young families’ goals and priorities
- Saving money
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- Figure 22: Walmart, “Saving Money Just Got Easier,” online video, 2014
- Figure 23: ALDI, “ALDI Truth #205,” online video, 2013
- Family bonding
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- Figure 24: Johnson’s Baby, “Using scented baby care products,” online video, 2015
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- Figure 25: Elmer’s, “Let’s bond,” online video, 2013
- Figure 26: Downy, “Wash in the Love,” online video, 2014
- Investing in the home
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- Figure 27: Redfin, “The World has Changed,” online video, 2014
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- Figure 28: Re/Max, “Dream With Your Eyes Open – Condo,” online video, 2014
- Figure 29: Valspar, “Circle of Life,” online video, 2014
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- Figure 30: SoftSpring, “The Softest Carpet Available at The Home Depot,” online video, 2013
- Buying a new vehicle
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- Figure 31: Toyota, “Toyota Sienna Drive-In,” online video, 2014
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- Figure 32: Toyota, “Swagger Wagon,” online video, 2014
- Figure 33: Toyota, “My Bold Dad,” online video, 2015
Living Situation
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- Key points
- Children’s living arrangements
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- Figure 34: Children’s living arrangements, by age, 2013
- Single parents
- Stay-at-home parents
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- Figure 35: Family living situation – Young families versus older families, January 2015
- Traditional notions still hold with young families
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- Figure 36: Young families' living situation, by gender, January 2015
Goals and Priorities
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- Key points
- All families focused on saving money and spending time together
- Saving money
- Spending time with family and establishing family traditions
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- Figure 37: McCormick & Company, “Everyone loves breakfast for dinner,” online video, 2014
- Young families focused on major milestones
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- Figure 38: Goals and priorities – Young families versus older families, January 2015
- Young families’ priorities relatively consistent across demographics
Concerns and Obstacles
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- Key points
- Young families may need help preparing for the future
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- Figure 39: Plum Organics, Mighty 4 pouch with kale, strawberry, amaranth, and Greek yogurt
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- Figure 40: Family concerns – Young families versus older families, January 2015
- Figure 41: Attitudes toward personal finances – Any agree, by age, August 2013-September 2014
- Moms slightly more worried than dads
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- Figure 42: Young families' concerns, by gender, January 2015
- High-income households may invest in educational products
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- Figure 43: Young families' concerns, by household income, January 2015
Division of Household Duties
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- Key points
- Moms responsible for the lion’s share of household duties
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- Figure 44: Young families' division of household responsibilities – Me, by gender, January 2015
- The “default parent”
- More equality in youngest of young families
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- Figure 45: Young families' division of household responsibilities – Split evenly with my partner/spouse, by age, January 2015
- Parents in dual-income households slightly more likely to share duties
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- Figure 46: Young families' division of household responsibilities – Split evenly with my partner/spouse, by any stay-at-home, January 2015
Household Purchasing Decisions
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- Key points
- Moms decide on small-ticket items, dads on big-ticket items
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- Figure 47: Young families' household purchasing decisions – Me, by gender, January 2015
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- Figure 48: General attitudes and opinions – Any agree, by women aged 18-29 with one child aged <2 or no children in the household, August 2013-September 2014
- Figure 49: Self-concepts – Any agree, by women aged 18-29 with one child aged <2 or no children in the household, August 2013-September 2014
- Youngest parents more likely to share purchasing decisions
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- Figure 50: Young families' household purchasing decisions – Split evenly with my partner/spouse, by age, January 2015
Purchase Influencers
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- Key points
- Like all consumers, young parents consider price and quality
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- Figure 51: Young families' purchase influences, by financial situation, January 2015
- Parents make small, impulse buys to indulge their children
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- Figure 52: Parents' attitudes, opinions, and interests – Any agree, August 2013-September 2014
- Moms are deal-oriented
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- Figure 53: Young families' purchase influences, by gender, January 2015
Attitudes toward Family Life
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- Key points
- Attitudes toward parenting
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- Figure 54: Young families’ attitudes toward parenting, January 2015
- Key differences by demographics
- Attitudes toward work/life balance
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- Figure 55: Young families’ attitudes toward work, January 2015
- Key differences by demographics
- Attitudes toward school
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- Figure 56: Young families’ attitudes toward school, January 2015
- Key differences by demographics
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- Figure 57: Attitudes toward parenting, work, and school, by young and older families, January 2015
Impact of Race and Hispanic Origin
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- Key points
- Young Black families
- Living situation
- Goals and priorities
- Purchase influencers
- Attitudes toward family life
- Young Hispanic families
- Living situation
- Goals and priorities
- Attitudes toward family life
- Disney to introduce first Hispanic princess
Appendix – Other Useful Consumer Tables
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- Living situation
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- Figure 58: Family living situation – Young families versus older families, January 2015
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- Figure 59: Young families' living situation, by age, January 2015
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- Figure 60: Young families' living situation, by race/Hispanic origin, January 2015
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- Figure 61: Young families' living situation, by area, January 2015
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- Figure 62: Young families' living situation, by generation, January 2015
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- Figure 63: Young families' living situation, by age of children, January 2015
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- Figure 64: Young families' living situation, by household income, January 2015
- Goals and priorities
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- Figure 65: Goals and priorities – Young families versus older families, January 2015
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- Figure 66: Young families' goals and priorities, by gender, January 2015
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- Figure 67: Young families' goals and priorities, by age, January 2015
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- Figure 68: Young families' goals and priorities, by race/Hispanic origin, January 2015
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- Figure 69: Young families' goals and priorities, by area, January 2015
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- Figure 70: Young families' goals and priorities, by generation, January 2015
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- Figure 71: Young families' goals and priorities, by age of children, January 2015
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- Figure 72: Young families' goals and priorities, by household income, January 2015
- Concerns and obstacles
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- Figure 73: Family concerns – Young families versus older families, January 2015
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- Figure 74: Young families' concerns, by age, January 2015
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- Figure 75: Young families' concerns, by race/Hispanic origin, January 2015
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- Figure 76: Young families' concerns, by generation, January 2015
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- Figure 77: Young families' concerns, by age of children, January 2015
- Division of household duties
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- Figure 78: Young families' division of household responsibilities, January 2015
- Me
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- Figure 79: Young families' division of household responsibilities – Me, by gender, January 2015
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- Figure 80: Young families' division of household responsibilities – Me, by age, January 2015
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- Figure 81: Young families' division of household responsibilities – Me, by gender and age, January 2015
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- Figure 82: Young families' division of household responsibilities – Me, by race/Hispanic origin, January 2015
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- Figure 83: Young families' division of household responsibilities – Me, by generation, January 2015
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- Figure 84: Young families' division of household responsibilities – Me, by age of children, January 2015
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- Figure 85: Young families' division of household responsibilities – Me, by any stay-at-home, January 2015
- Split evenly with my partner/spouse
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- Figure 86: Young families' division of household responsibilities – Split evenly with my partner/spouse, by gender, January 2015
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- Figure 87: Young families' division of household responsibilities – Split evenly with my partner/spouse, by race/Hispanic origin, January 2015
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- Figure 88: Young families' division of household responsibilities – Split evenly with my partner/spouse, by generation, January 2015
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- Figure 89: Young families' division of household responsibilities – Split evenly with my partner/spouse, by age of children, January 2015
- Household Purchasing Decisions
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- Figure 90: Young families' household purchasing decisions, January 2015
- Me
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- Figure 91: Young families' household purchasing decisions – Me, by gender, January 2015
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- Figure 92: Young families' household purchasing decisions – Me, by age, January 2015
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- Figure 93: Young families' household purchasing decisions – Me, by gender and age, January 2015
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- Figure 94: Young families' household purchasing decisions – Me, by race/Hispanic origin, January 2015
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- Figure 95: Young families' household purchasing decisions – Me, by generation, January 2015
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- Figure 96: Young families' household purchasing decisions – Me, by age of children, January 2015
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- Figure 97: Young families' household purchasing decisions – Me, by any stay-at-home, January 2015
- Split evenly with my partner/spouse
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- Figure 98: Young families' household purchasing decisions – Split evenly with my partner/spouse, by gender, January 2015
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- Figure 99: Young families' household purchasing decisions – Split evenly with my partner/spouse, by gender and age, January 2015
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- Figure 100: Young families' household purchasing decisions – Split evenly with my partner/spouse, by race/Hispanic origin, January 2015
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- Figure 101: Young families' household purchasing decisions – Split evenly with my partner/spouse, by area, January 2015
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- Figure 102: Young families' purchase influences, by financial situation, January 2015
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- Figure 103: Young families' household purchasing decisions – Split evenly with my partner/spouse, by generation, January 2015
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- Figure 104: Young families' household purchasing decisions – Split evenly with my partner/spouse, by age of children, January 2015
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- Figure 105: Young families' household purchasing decisions – Split evenly with my partner/spouse, by any stay-at-home, January 2015
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- Figure 106: Young families' household purchasing decisions – Split evenly with my partner/spouse, by household income, January 2015
- Purchase Influencers
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- Figure 107: Young families' purchase influences, January 2015
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- Figure 108: Young families' purchase influences, by age, January 2015
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- Figure 109: Young families' purchase influences, by race/Hispanic origin, January 2015
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- Figure 110: Young families' purchase influences, by area, January 2015
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- Figure 111: Young families' purchase influences, by generation, January 2015
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- Figure 112: Young families' purchase influences, by age of children, January 2015
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- Figure 113: Young families' purchase influences, by single parent status, January 2015
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- Figure 114: Young families' purchase influences, by household income, January 2015
- Attitudes toward Family Life
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- Figure 115: Young families’ attitudes toward parenting, work, and education, January 2015
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- Figure 116: Young families' attitudes toward parenting, work, and education – Any agree, by gender, January 2015
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- Figure 117: Young families' attitudes toward parenting, work, and education – Any agree, by age, January 2015
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- Figure 118: Young families' attitudes toward parenting, work, and education – Any agree, by race/Hispanic origin, January 2015
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- Figure 119: Young families' attitudes toward parenting, work, and education – Any agree, by area, January 2015
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- Figure 120: Young families' attitudes toward parenting, work, and education – Any agree, by marital status, January 2015
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- Figure 121: Young families' attitudes toward parenting, work, and education – Any agree, by financial situation, January 2015
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- Figure 122: Young families' attitudes toward parenting, work, and education – Any agree, by generation, January 2015
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- Figure 123: Young families' attitudes toward parenting, work, and education – Any agree, by age of children, January 2015
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- Figure 124: Young families' attitudes toward parenting, work, and education – Any agree, by any stay-at-home, January 2015
Appendix – Trade Associations
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- American Advertising Federation (AAF)
- American Association of Advertising Agencies (4A’s)
- American Marketing Association (AMA)
- Association of National Advertisers (ANA)
- Digital Media Association (DiMA)
- Entertainment Merchants Association (EMA)
- Generations United
- Interactive Advertising Bureau (IAB)
- International Advertising Association (IAA)
- World Federation of Advertisers (WFA)
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