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The New Dynamics of Family

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HAVAS WORLDWIDE GLOBAL PROSUMER STUDY 20 markets n=6,767


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WHO ARE PROSUMERS? For more than a decade, Havas Worldwide has been tracking the roughly 15?20% of consumers who are influencing trends and shaping markets around the globe Key Characteristics: Embrace innovation Constantly seek out information and new experiences Enthusiastic adopters of new media and technologies “Human media” who transport attitudes and ideas Marketing savvy and demanding of brand partners Highly influential and sought-after for opinions and recommendations In this study, 20% of the sample qualify as Prosumers Image: Creative Commons/Martin Fisch@flickr.com


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TODAY, EVERYTHING IS CHANGING AT LIGHTNING SPEED Image: Creative Commons/Trey Ratfliff@flickr.com


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WITH TECHNOLOGY ALMOST INSTANTLY OUTDATED AND THE RULES OF LIFE CHANGING FAST, IT’S HARD TO KEEP UP—AND MAINTAIN A SENSE OF SECURITY Image: Creative Commons/Michael Gill@flickr.com


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THE ONE (SEMI) CONSTANT AMIDST ALL THIS CHANGE? FAMILY Image: Creative Commons/Zolmuhd@flickr.com


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WHICH LEAD US TO WONDER… How is our rapidly evolving world affecting the role of family? How are people responding to shifts in the family structure? How is the digital age influencing how we raise our children? What roles can—and should—brands play in building happier, more cohesive family units? Image: Creative Commons/Ariel Dovas@flickr.com


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THE FAMILY UNIT IS UNDERGOING TREMENDOUS CHANGE First, some background… Image: Creative Commons/Kristina Anderson@flickr.com


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IN MANY COUNTRIES, THE TRADITIONAL NUCLEAR FAMILY IS NO LONGER THE NORM of US households are made up of the “traditional” family unit (husband that financially supports the family + stay-at-home mom + children), down from 60% in 1972 4% 29% of children under age 3 in Germany are enrolled in childcare, more than double the % in 2000 21% of households in Japan are married couple + children today, down from 43% in 1980


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AND FAMILIES ARE BEING CREATED IN ALL KINDS OF WAYS


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AND YET EVEN AS RESTRICTIONS ON MARRIAGE ARE BECOMING LESS RIGID… Image: The Age (2013)


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… MORE PEOPLE ARE OPTING OUT (OR SERIOUSLY DELAYING) Images: The New York Post (2014) The Age (2013) In the US, the # of cohabiting couples has increased more than 1,000% since 1960—and 40% of children are now born to single moms In Germany, the mean age at first marriage in 1980 was 23 for women and 26 for me; today, it’s 30 and 33, respectively In France, 1 in 3 households is single-occupant


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In fact, 1 in 3 millennials in our study believe marriage will become obsolete (and nearly 1 in 4 baby boomers agree) Note: For ease of reference, we refer to study respondents age 18–34 as millennials and those age 55+ as baby boomers


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SO…HOW ARE PEOPLE REACTING TO ALL THIS CHANGE? Image: Creative Commons/Rich Anderson@flickr.com


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It’s a mixed bag… Image: Creative Commons/Thomas Hawk@flickr.com


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Image: Creative Commons/dustysusan@flickr.com For the most part, people are happy about the expanded notion of “family”


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INTERRACIAL MARRIAGES ARE HELPING SOCIETY THE INCREASE IN INTERNATIONAL ADOPTIONS IS HELPING SOCIETY THE INCREASE IN IVF AND OTHER “ARTIFICIAL” MEANS OF CONCEPTION IS HELPING SOCIETY Image: Creative Commons/Philippe Put@flickr.com % agreeing strongly/somewhat


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THE TREND IS TOWARD WELCOMING NEW MEMBERS, NOT SHUTTING ANYONE OUT 4 in 10 global respondents consider “close friends” members of their family 1 in 4 males and more than 1/3 of females consider their pets to be family members Image: Taylor Stitch.com (Friendsgiving)


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WHICH IS NOT TO SAY EVERYONE’S ON BOARD WITH ALL THE SOCIAL CHANGE WE’RE SEEING Image: Creative Commons/Justified Sinner@flickr.com


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RESPONDENTS WERE SHARPLY DIVIDED ON THE QUESTION OF SAME-SEX MARRIAGE THE LEGALIZATION OF SAME SEX MARRIAGE IS ________ SOCIETY. Harming: 32% Helping: 27% No Effect: 28% Image: Creative Commons/Farah Saafan@flickr.com


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Most Supportive In no country did a majority say same-sex marriage is helping society, but at least 4 in 10 did in Australia, Brazil, Italy, Portugal, and Taiwan Millennials: 34% helping vs. 29% harming Most Opposed Indonesia: 87% say it’s harming society Ukraine: 67% Ecuador: 51% Singapore: 50% Boomers: 19% say it’s helping society vs. 40% who say it’s harming SAME-SEX MARRIAGE Image: Creative Commons: tumblr_mq4ih9ILRZ1r7dqseo1_1280@flickr.com


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GAY COUPLES SHOULD BE PERMITTED TO ADOPT CHILDREN Strongly agree 22% 21% 26% Somewhat agree Neither agree nor disagree 31% Strongly/somewhat disagree Image: Creative Commons/@douglas88888@flickr.com


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For most, the big issue isn’t gay marriage or other changes in social mores, but the breakdown of the traditional family unit Image: Creative Commons/Bored Now@flickr.com


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THE INCREASE IN SINGLE-PARENT HOUSEHOLDS IS ________ SOCIETY HARMING: 48% HELPING: 11% HARMING: 41% HELPING: 13% HARMING: 42% HELPING: 17% THE MOVE AWAY FROM THE TRADITIONAL FAMILY IS ________ SOCIETY MORE PEOPLE LIVING ALONE IS ________ SOCIETY Image: Creative Commons/Bill Dickson@flickr.com - - - - - -


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BUT DESPITE THESE CONCERNS, FAMILY CONTINUES TO BE OUR BEDROCK Image: Creative Commons/Sergio Flores Rosales@flickr.com


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MY FAMILY IS A SOURCE OF … JOY PRIDE FUN % agreeing strongly/somewhat Image: Creative Commons/Gustavo Verissimo@flickr.com


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MY FAMILY IS A SOURCE OF COMFORT Image: Creative Commons/Moyan Brenn@flickr.com % agreeing strongly/somewhat


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I HAVE A LOVING RELATIONSHIP WITH MY FAMILY… MY SIBLING IS MY BEST FRIEND… 51% 78% Image: Creative Commons/Daniele Zanni@flickr.com, Amanda Tipton@flickr.com % agreeing strongly/somewhat agree


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FAMILY IS A CRUCIAL PART OF THE HUMAN EXISTENCE PEOPLE WHO ARE SINGLE ALL THEIR LIVES (NO LONG-TERM ROMANTIC RELATIONSHIP, NO CHILDREN) ARE MISSING OUT ON AN IMPORTANT PART OF LIFE THERE IS NO GREATER SUCCESS THAN BEING A GREAT PARENT Image: Creative Commons/Alessandro Carpurso@flickr.com % agreeing strongly/somewhat


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NO MATTER HOW UNPREDICTABLE THE WORLD BECOMES, OUR FAMILIES REMAIN A CONSTANT SOURCE OF SUPPORT AND IDENTITY I HAVE A LOVING RELATIONSHIP WITH MY FAMILY MY ANCESTRY IS AN IMPORTANT PART OF MY SELF-IDENTITY MY FAMILY PUSHES ME FORWARD/ HELPS ME SUCCEED MY PARENTS ARE PROUD OF ME Image: Creative Commons/JohnD.@flickr.com % agreeing strongly/somewhat


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MEN, MARGINALIZED (the male of the species is not quite so supportive of all this change) Image: Creative Commons/JD Hancock@flickr.com


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MEN AREN’T ENTIRELY KEEN ON THE LOSS OF THEIR TRADITIONAL ROLE WITH THE HOUSEHOLD 4 in 10 men (versus less than 1/3 of women) believe families are better off when the man is the provider/authority figure and the woman is the nurturer/homemaker 46% of men think children would be better off if their mothers didn’t work outside the home (and only 24% disagreed)


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THEY FEAR BEING PUSHED OUT OR MADE OBSOLETE MARRIAGE IS LESS IMPORTANT NOW THAT WOMEN CAN EARN THEIR OWN INCOMES Men 52% Women 65% Image: Creative Commons/drinks machine@flickr.com % agreeing strongly/somewhat


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Image: Creative Commons/Tony Alter@flickr.com % agreeing strongly/somewhat AND THEY DON’T LIKE BEING SEEN AS THE “OPTIONAL” PARENT IT’S BETTER FOR PARENTS TO DIVORCE THAN TO STAY IN AN UNHAPPY MARRIAGE FOR THEIR CHILDREN CHILDREN RAISED BY THEIR BIOLOGICAL MOTHER AND FATHER HAVE AN ADVANTAGE 


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SINGLE PEOPLE SHOULD HAVE AS MUCH RIGHT TO ADOPT AS MARRIED COUPLES DO THE INCREASE IN SINGLE-PARENT HOUSEHOLDS IS HARMING SOCIETY % agreeing strongly/somewhat


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IN GENERAL, MEN ARE MORE RESISTANT TO THE SOCIAL CHANGES TAKING PLACE THE LEGALIZATION OF SAME-SEX MARRIAGE IS HARMING SOCIETY GAY COUPLES SHOULD BE PERMITTED TO ADOPT CHILDREN Image: Creative Commons/Mike licht@flickr.com % agreeing strongly/somewhat


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MEET THE BE GENERATION Image: Creative Commons/Gwenael Piaser@flickr.com OUR STUDY ALSO UNCOVERED FRESH INSIGHTS INTO THE NEWEST GENERATION OF PARENTS


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BE WITH WHOM YOU WANT Millennials are the only generation surveyed more likely to think gay marriage is helping society rather than hurting it 34% 29% Same-sex marriage 51% 7% Interracial marriage They also are the most likely to see interracial marriage as beneficial Images: Creative Commons/Troy B Thompson@flickr.com; Rodrigo Miranda@flickr.com


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BE WHO YOU ARE Millennials are more open to raising children in gender-neutral environments AS MUCH AS POSSIBLE, PARENTS SHOULD RAISE THEIR CHILDREN IN A GENDER-NEUTRAL WAY SO AS NOT TO IMPOSE RIGID GENDER RESTRICTIONS Image: InTouch Weekly (2014) GIRLS SHOULD BE RAISED AS GIRLS, AND BOYS SHOULD BE RAISED AS BOYS (DIFFERENT ACTIVITIES, PLAYTHINGS, CLOTHING, ETC.)


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BE WHO YOU ARE (not who society tells you to be)


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BELIEVE IN SOMETHING RELIGIOUS FAITH SPIRITUALITY Image: Creative Commons/kzec@flickr.com % indicating very/somewhat important HOW IMPORTANT IS IT THAT A PARENT GIVE A CHILD EACH OF THESE THINGS?


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BELIEVE IN SOMETHING Image: TIME (2014)


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BE OPEN EXPOSURE TO OTHER CULTURES TRAVEL EXPERIENCE HOW IMPORTANT IS IT THAT A PARENT GIVE A CHILD EACH OF THESE THINGS? % indicating very/somewhat important EXPOSURE TO MULTIPLE RELIGIONS


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TRAINING IN THE ARTS BE OPEN Image: Creative Commons/Peter Voerman@flickr.com % indicating very/somewhat important HOW IMPORTANT IS IT THAT A PARENT GIVE A CHILD EACH OF THESE THINGS?


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BE SOMETHING COLLEGE EDUCATION LEADERSHIP SKILLS HOW IMPORTANT IS IT THAT A PARENT GIVE A CHILD EACH OF THESE THINGS? Image: Creative Commons/Sean MacEntee@flickr.com % indicating very/somewhat important


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RAISING GEN NEXT Image: Creative Commons/Julochka@flickr.com


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MILLENNIALS ARE INVENTING PARENTING 2.0 I AM INTENTIONALLY RAISING MY CHID(REN) DIFFERENTLY FROM HOW MY PARENTS RAISED ME Image: Creative Commons/See Ming Lee@flickr.com % agreeing strongly/somewhat


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I AM A BETTER PARENT THAN MY PARENTS WERE Image: Creative Commons/Peter Kirkeskov Rassmusen@flickr.com % agreeing or disagreeing strongly/somewhat AND THEY THINK THEY’RE DOING A PRETTY SWELL JOB Agree Disagree


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BUT THE RECIPE FOR THE “PERFECT” CHILD DIFFERS AMONG GENERATIONS Image: Creative Commons/Mark Notari@flickr.com


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RECIPE FOR THE “PERFECT” CHILD It is more important to raise children to be…


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AND RAISING KIDS IS DIFFERENT IN THE DIGITAL AGE Image: Creative Commons/Tech Estromberg@flickr.com


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TECH HAS BECOME A KEY FACTOR IN RAISING SUCCESSFUL CHILDREN CHILDREN WHO GROW UP WITHOUT INTERNET ACCESS/DIGITAL TECHNOLOGY ARE AT A REAL DISADVANTAGE IT’S VERY/SOMEWHAT IMPORTANT THAT PARENTS GIVE THEIR CHILDREN UP-TO-DATE TECHNOLOGY IT’S VERY/SOMEWHAT IMPORTANT THAT PARENTS GIVE THEIR CHILDREN A COMPUTER AT A YOUNG AGE Image: Creative Commons/Vinlyville@flickr.com


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BUT WE FEAR THE IMPLICATIONS Image: Creative Commons/ZakVTA@flickr.com


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DIGITAL TECHNOLOGY AND THE INTERNET ARE RUINING CHILDHOOD Image: Creative Commons/Axel Pfaender@flickr.com % agreeing strongly/somewhat


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Image: Creative Commons/artotem@flickr.com TECHNOLOGY IS DESTROYING FAMILY LIFE % agreeing strongly/somewhat % agreeing strongly/somewhat


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PARENTS RECOGNIZE THAT TOO MUCH TECH IS HURTING THEIR KIDS PARENTS SHARE TOO MUCH ABOUT THEIR CHILDREN ON SOCIAL MEDIA Image: Creative Commons/Sean MacEntee@flickr.com % agreeing strongly/somewhat


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AND KNOW IT’S IMPORTANT THAT CHILDREN STEP AWAY FROM THE SCREENS… IT IS IMPORTANT FOR A PARENT TO GIVE A CHILD EXPOSURE TO NATURE Image: Creative Commons/Ambersky235@flickr.com % indicating it’s very/somewhat important


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…AND ENJOY THE SIMPLER ASPECTS OF CHILDHOOD TODAY'S CHILDREN AREN'T GIVEN ENOUGH OF A CHANCE TO JUST BE KIDS Image: Creative Commons/Lotus Carroll@flickr.com % agreeing strongly/somewhat


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Image: Creative Commons/Tim Riley@flickr.com THE MODERN FAMILY @RETAIL


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TODAY’S PARENTS FOCUS INTENTLY ON THEIR CHILDREN’S NEEDS (AND WANTS) I OFTEN GIVE IN TO PRESSURE TO BUY THINGS FOR MY CHILDREN THAT I DON’T REALLY WANT THEM TO HAVE I GET MORE PLEASURE FROM SPENDING MONEY ON MY CHILDREN THAN ON MYSELF Image: Creative Commons/Ryan Ozawa@flickr.com % agreeing strongly/somewhat


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AND SO TO NO ONE’S SURPRISE… Parents today spoil their children with too many things 72% Image: Creative Commons/Alfredo Cottin@flickr.com % agreeing strongly/somewhat


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CHILDREN HAVE AN ENORMOUS INFLUENCE OF FAMILY PURCHASES HOW MUCH INFLUENCE DO YOUR CHILDREN HAVE ON THE ITEMS YOU BUY IN EACH CATEGORY? FOOD BEVERAGES MEDIA % indicating strong/moderate influence Image: Creative Commons/Bill&Vicki T@flickr.com % indicates those respondents who strongly/somewhat agree


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TRAVEL LUXURY GOODS HOME FURNISHINGS Image: Creative Commons/Paulo Valdvieso @flickr.com % indicates those respondents who strongly/somewhat agree HOW MUCH INFLUENCE DO YOUR CHILDREN HAVE ON THE ITEMS YOU BUY IN EACH CATEGORY? % indicating strong/moderate influence


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70% 50% CHILDREN’S INFLUENCE ON LUXURY GOODS IS EVEN STRONGER IN MORE TRADITIONAL CULTURES MY CHILDREN HAVE A STRONG/MODERATE INFLUENCE ON WHAT LUXURY GOODS I BUY


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IMPLICATIONS FOR BRANDS What can brands do to support families in today’s high-pressure environment?


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HELP KIDS JUST BE KIDS (PREFERABLY OUTDOORS) Brands are stepping in to help get kids out from behind the screen to embrace the natural world CLIF Bar’s Backyard Game of the Year KaBOOM! and Dr. Pepper Snapple Group’s Let’s Play initiative LeapFrog’s LeapBand


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HELP PARENTS RAISE INDEPENDENT ADULTS Brands are giving teens and young people tools to help them make it on their own Osper’s prepaid debit cards Upstart’s smart loans for young people with high potential Nestle’s Winiary program teaches students to prepare healthful meals


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CONNECT FAMILIES Oreo’s Bonding Emoji campaign Life360 app Coca Cola’s Hello Happiness activation Brands are finding creative ways to help families connect in today’s on-the-go world


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PROVIDE QUALITY TIME Brands are working to ease the process of spending time with loved ones Kid&Coe makes it easier to travel with kids CruiseMates pairs singles for vacation savings Arawak Beach Inn offers “unplugged” vacations for families


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LET KIDS SHINE Brands are helping kids succeed in the digital world Google is launching kid-friendly versions of current offerings Goldie Blox gets girls interested in engineering J. Crew hired a mini fashion designer for a collection


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For more insights from Havas Worldwide research—and to download the “New Dynamics of Family” white paper—visit http://www.prosumer-report.com/blog/ And follow us on Twitter (@prosumer_report)


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THANK YOU


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