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.
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.
Anyone who works (with the exception of volunteers, unpaid interns and the like) can bring home the bacon — even kids, thanks to lemonade stands and lawn mowers.