Over the course of the past few decades, a growing number of American families have begun to shift from classic, nuclear units with a working father and stay at home mother, to less traditional groupings of loved ones. As a response, it has become necessary for the marketing industry to alter its approach in appealing to these more diverse households while still maintaining an all-American image.
Recommended for you
According to data collected in a national census, only 4% of families possess a “traditional” makeup, meaning that they are comprised of a stay-at-home mom, working dad, and kids under the age of 18. Additionally, single parents account for over 12 million households and 25% of same sex couples have children. This differs greatly from families of the past, where homosexuality was much less accepted and divorce rates were slightly lower. Another growing trend in the American family dynamic comes with “sandwich houses,” in which couples are taking care of both their children and their parents. This situation is true for one in eight United States families. Roles in parenting have also shifted, with American fathers taking on classic “mom” roles. 62% of mothers and 54% of fathers believe that parenting definitions are altering from their traditional forms, and in 2011, there were 176,000 stay at home dads, with the number growing even higher today. In terms of children, American youth are now spending much more time interacting with technology instead of with their families, and eating dinner together as a household is now much less common. A conglomerate of these alterations as well as other differences in today’s families are prompting marketers to adapt their strategies in effectively targeting the American consumer.
One of the first marketers to target the “daddy demographic” was Proctor and Gamble, who featured an ode to fathers in their Tide ad campaign. Nordstrom also incorporated the more accepting American philosophy in their “Ultimate Wedding Party,” advertisement, which featured guests and family members of a variety of races, ages, and sexual orientation. Gap joined in on adapting to the “new” American family in their “Love Comes in Every Shade” campaign, that featured various relationships from families of different races to homosexual couples. Overall, these marketers received both negative and positive feedback from consumers, but find that it is crucial to change strategies with shifting times and values. Many companies believe that through only targeting the traditional family, they are alienating a wider market of potential customers. Additionally, they find that through integrating innovative family dynamics and groupings, they are not only driving profits but also driving brand image.
In my opinion, it is absolutely essential that marketers appeal to all types of potential customers in order to appear accepting of developing societal characteristics as well as to gain the highest amount of profit possible. Customers feel more directly connected to a brand when they can relate to the company’s advertisements, so by expanding ads to include a diverse group of individuals that accurately reflect the shifting family culture, brands will improve sales and favorability in households across the United States. As the article stated, 66% of gay fathers are more inclined to purchase from a brand whose ad reflects their sexuality. Now, expand this concept to demographics such as single parents, sandwich families, and working mothers, and brands possess the opportunity to appeal to millions of customers in a more effective, personal way. Although some citizens may find featuring non traditional families controversial, most prejudices can gradually soften over time as the country as a whole begins to become more accepting. As for shifting channel mix to better reach the younger, more technologically connected audience, I believe that brands will have a better time reaching the youth through internet campaigns over television ads, as this is a trend I have noticed personally over the past few years. Even though families are spending less time together and more time on the internet, it is still crucial for companies to appeal to deep-seeded values of love and respect that are present in all families, regardless of race, makeup, or sexual orientation.
