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Consumer insight - August 2014
Seventy percent of U.S. parents are raising their offspring in a traditional household setting with their spouse. The remaining 30 percent of Mintel survey respondents are providing for children in a non-traditional setting, and more (12%) are bringing up their kids in a single-parent household than in any other non-traditional model.
For study purposes, Mintel defines traditional parents as those who self-classify as married, biological parents of the same race as their children.
Society continues to move away from the traditional family structure, and brands are figuring out how to continue connecting with all their consumers.
What Brands Can Do!
Mintel says that non-traditional parenting has become commonplace in the U.S. As more people raise children as single or adoptive parents, in multi-generational households, or with their unmarried or same-sex partners, they are changing what it means to be a family and encouraging product and service providers to reconsider not only how they market to parents and families, but to whom.
- Brands that feature non-traditional families in their ads and programs are the most likely to show they acknowledge and embrace the changing scope of family.
- Retailers who promote coupons for child-friendly products and services are likely to make in-roads with parents, especially given that 72 percent of all parents surveyed say they use coupons on purchases for kids.