Table of Contents
Executive Summary
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- Figure 1: Households, by type, 2015
- The issues
- Simultaneously targeting kids and parents
- With kids and teens increasingly reachable, relationship with brands under scrutiny
- Parents worry about spoiling kids
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- Figure 2: Drawbacks to giving kids a say, November 2015
- The opportunities
- An influenced man: Millennial dads are an under-targeted, possibly lucrative group
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- Figure 3: Attitudes toward kids’ influence – Any agree, Millennial dads versus all parents, November 2015
- A more democratic family structure means kids have more power than ever before
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- Figure 4: Relationship between kids and parents, November 2015
- Increased diversity provides opportunity to expand marketing, develop new products
- Kids’ reviews under-leveraged
- What it means
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The Market – What You Need to Know
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- Less than one third of US households include children
- Kid and teen population stagnant overall, but increasingly diverse
American Families
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- Children younger than 18 present in 28% of US households
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- Figure 5: Households, by type, 2015
- Share of households with children in decline
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- Figure 6: Households, by presence of own children, 2003-14
- But there’s hope – 2014 signals the possibility of a baby bounce
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- Figure 7: Annual births and fertility rate, 2003-14*
- Asian and Hispanic households most likely to include families, children
- Asian families
- Hispanic families
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- Figure 8: Households by type, by race/Hispanic origin of householder, 2013
- Figure 9: Households with own children, by race and Hispanic origin of householder, 2013
American Kids and Teens
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- Population of kids and teens to remain relatively stagnant
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- Figure 10: Population <18, by age, 2010-20
- With each generation, the US becomes increasingly diverse
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- Figure 11: Population of kids aged 6-11 and 12-17, by race or Hispanic origin, 2010-20
- Majority of kids and teens reside with both parents
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- Figure 12: Household relationship and living arrangements of kids and teens, by age, 2013
Key Trends – What You Need to Know
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- What’s working: Gender agenda, popular characters, humor
- Challenges: Junk food, targeting kids too well, dads outside the home
- What’s next: More diversity, kids’ reviews, unplugging, young entrepreneurs
What’s Working?
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- Empowering girls and encouraging gender neutrality
- Leveraging characters liked by both kids and parents
- Marketing to kids
- Marketing to teens
Challenges
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- Food fight! Kids and parents will likely always battle over junk food
- Reaching dads who don’t live in the household
- Being too effective at targeting kids may bother parents
What’s Next?
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- Kids and teens seek brands that incorporate diversity
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- Figure 13: “Kids Review The New Barbie Bodies,” online video, February 2016
- Encouraging families to disconnect
- For-kids-by-kids
The Consumer – What You Need to Know
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- Modern parents are closer with and likely more influenced by their children
- Kids most influential on entertainment, snacks
- Character merchandise may appeal to both parents and kids
- Parents enjoy shopping with kids, may use time to impart lessons
- Parents worry about spoiling kids
Relationship Between Kids and Parents
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- Does a closer parent-child relationship mean more influence?
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- Figure 14: Relationship between kids and parents, November 2015
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- Figure 15: Attitudes toward indulging kids, by gender and by generation, July 2014-September 2015
- Spotlight: Aunts, uncles, and family friends
- Gen X parents rebel against traditional parenting style
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- Figure 16: Relationship between kids and parents, by gender and generation, November 2015
How Often Parents Say “Yes”
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- Parents slightly more inclined to say “yes” than “no”
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- Figure 17: How often parents say “yes,” November 2015
- Dads may be slightly more inclined to say “yes”
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- Figure 18: How often parents say “yes,” by gender, November 2015
- Hispanics may be more likely to say “yes”
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- Figure 19: How often parents say “yes,” by Hispanic origin, November 2015
Where Kids Have Influence
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- Kids very influential when it comes to entertainment
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- Figure 20: Kids’ influence on purchases (excluding food and drink) and activities, November 2015
- Moms, parents of older children, and Black parents tend to be more influenced by kids
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- Figure 21: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by gender, November 2015
- Figure 22: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by gender and generation, November 2015
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- Figure 23: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by age of children – Exclusive age groups, November 2015
- Figure 24: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by race, November 2015
- Kids more likely to influence snack time, less likely to influence dinnertime
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- Figure 25: Kids’ influence on food and drink purchases, November 2015
- Moms, Gen Xers, and parents of older kids tend to be more influenced
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- Figure 26: Kids’ influence on food and drink purchases – Netted for kids’ influence, by gender, November 2015
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- Figure 27: Kids’ influence on food and drink purchases – Netted for kids’ influence, by gender and generation, November 2015
- Figure 28: Kids’ influence on food and drink purchases – Netted for kids’ influence, by age of children – Exclusive age groups, November 2015
Parents, Kids, and Brands
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- Kids and teens gravitate toward age-appropriate brands
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- Figure 29: Types of brands kids like, November 2015
- Parents and kids agree on some clothing, food, toy, and sports brands
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- Figure 30: Parents’ favorite brands and kids’ favorite brands (according to parents), November 2015
Parents, Kids, and Characters
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- Top five includes classic characters and new faces
- In with the old . . .
- And in with the new
- Superhero genre includes both classics and newbies
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- Figure 31: Popular characters, November 2015
- Millennial dads key target group for character merchandising
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- Figure 32: Popular characters – Netted for “parents like,” by gender and generation, November 2015
- Millennial moms gravitate toward female characters, those with positive message
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- Figure 33: Popular characters – Netted for “parents like,” by gender and generation, November 2015
- Multicultural characters resonate most with Black parents
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- Figure 34: Popular characters – Netted for “parents like,” by race, November 2015
Parents, Kids, and Shopping
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- Parents find it easier to justify spending on kids than on themselves
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- Figure 35: “Headache,” online video, November 2015
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- Figure 36: Kids and shopping, November 2015
- Millennial dads key target group for kids’ influence
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- Figure 37: “#RealStrength,” online video, January 2015
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- Figure 38: Kids and shopping – Any agree, by gender and generation, November 2015
- Older children more likely to request specific brands but younger children still absorb branding information
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- Figure 39: Kids and shopping – Any agree, by age of children – Exclusive age groups, November 2015
- Shopping is a family affair for Hispanics
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- Figure 40: Kids and shopping – Any agree, by Hispanic origin, November 2015
Perks to Giving Kids a Say
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- Parents may view shopping as a teaching opportunity
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- Figure 41: Perks to giving kids a say, November 2015
- Dads view buying things for kids as a way to bond, encourage good behavior
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- Figure 42: Perks to giving kids a say – Any agree, by gender, November 2015
- Millennial dads feel kids keep them on top of trends
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- Figure 43: Perks to giving kids a say – Any agree, by gender and generation, November 2015
- Hispanics likely shop as a family to teach lessons, strengthen bonds
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- Figure 44: Perks to giving kids a say – Any agree, by Hispanic origin, November 2015
Drawbacks to Giving Kids a Say
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- Worries about spoiling kids may make parents hesitant to allow them influence
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- Figure 45: Drawbacks to giving kids a say, November 2015
- Millennial dads may worry about kids becoming too entitled
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- Figure 46: Drawbacks to giving kids a say – Any agree, by gender and generation, November 2015
- The terrible . . . 6-11s?
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- Figure 47: Drawbacks to giving kids a say – Any agree, by age of children – Exclusive age groups, November 2015
- Black and Asian parenting styles emphasize balancing “yes” and “no”
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- Figure 48: Drawbacks to giving kids a say – Any agree, by race and Hispanic origin, November 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Demographic data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market – American Families
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- Figure 49: Households, by type, 2015
- Figure 50: Households by type, by race/Hispanic origin of householder, 2013
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- Figure 51: Households, by presence of own children, 2003-14
- Figure 52: Households with own children, by race/ Hispanic origin of householder, 2013
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- Figure 53: Household size, by race/Hispanic origin, 2013
- Figure 54: Detailed marital status, by age, 2013
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- Figure 55: Marital status of people aged 18 or older, by race/ Hispanic origin, 2013
- Figure 56: Annual births and fertility rate, 2003-14*
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- Figure 57: Births and birth rates, by age of mother, 2013 and preliminary 2014
- Figure 58: Births, by race/Hispanic origin of mother, 2003-14*
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