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Lifestyles of Young Families - US - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Lifestyle

No. of Pages : N/A

Work-life balance is something that all families strive for, but it is a particular challenge for families with kids under the age of 12. With young kids in the household, parents spend a lot of hands-on time making meals, helping with homework, and coordinating activities. As kids gain independence and parents gain experience, they may find their workload lessens, but young families have yet to reach this tipping point. However, even though they may feel overwhelmed with household activities, young parents want nothing more than to spend time together as a family, have bonding experiences, and create strong relationships with their kids.

Table of Content

OVERVIEW

What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Young families struggle to do it all
Figure 1: Attitudes toward family life – Finding balance, by younger and older families, October 2016
Family food fight
Figure 2: Around the table dynamic – Food requests, October 2016
Parents want to pull the plug
Figure 3: Family goals – Activities to reduce, October 2016
The opportunities
Family time is invaluable
Figure 4: Family goals, October 2016
Memories light the corners of our minds
Figure 5: Motivations for spending time together, October 2016
Moms and dads see eye to eye
Figure 6: Attitudes toward family life – Select items, by moms and dads, October 2016
What it means

YOUNG FAMILIES IN AMERICA – WHAT YOU NEED TO KNOW
Population of kids younger than 12 is stable
Most family households have two parents
Moms more likely to stay home
Kids are surrounded by other races and ethnicities
Median household income for families is improving

POPULATION TRENDS OF YOUNG FAMILIES
Recessionary period slows birth rate
Figure 7: Number of births (in thousands), 1909-2015
Kids younger than 12 lead growth for young population
Figure 8: Population by age (millions), 2012-22
Younger population is incredibly diverse
Figure 9: Distribution of population, by age and race/Hispanic origin, 2016

CHARACTERISTICS OF YOUNG FAMILIES
Children most likely supported by two parents at home
Figure 10: Living arrangements of children under 18 years old, 1960-2016
Parents with children likely living with partner
Figure 11: Parents with children under age 18 in the household, by living arrangement, 2007-16
Most stay-at-home parents are moms
Figure 12: Married couples with a child under age 15 at home, by presence of stay-at-home parent, 2006-16
Income growth improves for family households
Figure 13: Median household income of families with related children, in inflation-adjusted dollars, 2005-14
Figure 14: Median household income, by type of household, 2015

KEY TRENDS – WHAT YOU NEED TO KNOW
Recommendations on screen time relaxed
Brands reflect family realities
Parents look for moral brands
Kids’ programming takes the spotlight
It takes a village
Sharing isn’t always caring
Settling into “hygge”

WHAT’S WORKING?
New recommendations for screen time make room for teaching tools
Brands highlight the role of grandparents
Figure 15: English for beginners, November 2016
Figure 16: Hooking Up Grandma’s House, November 2016
Figure 17: McCormick Presents Lost Recipes, November 2016
Figure 18: Coming Home for Christmas | Heathrow Airport, November 2016
Companies hit on parents’ desire for community-focused kids
Figure 19: The Giving Project: Toys “R” Us ad | Babble, December 2016
Figure 20: UNICEF Kid Power: Get Active with Sport Stars, October 2015
Figure 21: Make Life PlayFull | One World Play Project, August 2016
Improved parental leave policies may foster employee loyalty
Netflix ramps-up kids’ programming
TV is winning with character diversity
Kids create new ways to improve social acceptance

WHAT’S STRUGGLING?
Dads don’t see themselves reflected in ads
Figure 22: Hershey’s: My Dad, February 2016
Figure 23: Happy Father’s Day, Mr. Rayos, June 2016
Figure 24: Airbnb mobile ad, September 2015
Finding balance isn’t a mommy problem, it’s a family problem
Burden of household chores remains uneven
Dads may need more accessible parenting resources
To share, or not to share?

WHAT’S NEXT?
Millennials focused on raising kids with a new set of ideals
Brands aim to reflect an unspoken reality
Figure 25: Honey Maid documentary #NotBroken, September 2014
Figure 26: Familien – Part 1, February 2016
Companies do their part to manage online content
Americans search for “hygge”
Figure 27: Ever heard of hygge? See what this special Danish word means! February, 2014
IBM’s Watson and Sesame Street’s Big Bird team up
Figure 28: IBM and Sesame Street: Transforming Early Childhood Education with Cognitive Computing, April 2016
Parents encourage nonconformity

THE CONSUMER – WHAT YOU NEED TO KNOW
Most parents live with their kids and spouse
Family dinner continues to be popular
Food is used to occupy and entertain
Time is more valuable than money
Families want focused time together
Strengthening the family bond
Moms and dads share a similar view of parenting

THE FAMILY HOUSEHOLD
Traditional family structure is the norm
Figure 29: Household make up, by younger and older families, October 2016
Single parents most likely to be young women
Figure 30: Select demographics of single and married young parents, October 2016
Mom is still CEO of the home
Figure 31: Household make up of young parents – Select items, by gender, October 2016

AROUND THE TABLE DYNAMICS
The majority of young families sit around the table together
Kids aren’t afraid to ask for special food orders
Parents press kids to try new foods
Food is used as a reward for young kids
Figure 32: Families and food, October 2016
Older families more insistent on shared meals
Figure 33: Families and food, by younger and older families, October 2016
Young dads choose to reward with food
Figure 34: Families and food – Select items, by moms and dads, October 2016
As household income increases, family dinners are more rare
Figure 35: Families and food – Eating together, by household income, October 2016
Hispanic parents less likely to insist kids clear the plate
Figure 36: Families and food – Select items, by Hispanic origin, October 2016

FAMILY GOALS
Quality family time is a primary goal
Figure 37: Family goals, October 2016
Younger families look to include extended family members
Figure 38: Family goals, by younger and older families, October 2016
Health and finances top moms’ list of priorities
Figure 39: Family goals, by moms and dads, October 2016
Families with higher incomes interested in saving, but also giving
Figure 40: Family goals, by household income, October 2016
Non-White parents put a focus on health
Figure 41: Family goals, by race, October 2016

FAMILY ACTIVITIES
Digital disconnection may be attractive to families
Figure 42: Family goals, October 2016
Younger families may feel overscheduled
Figure 43: Family activities – Spending too much time, by younger and older families, October 2016
Older families consider their community
Figure 44: Family activities – Not spending enough time, by younger and older families, October 2016
Dads may feel kids’ schedules are packed
Figure 45: Family activities – Select items, by moms and dads, October 2016
Moms want to get the most out of the weekends
Figure 46: Family activities – Select items – Not enough time, by moms and dads, October 2016

MOTIVATIONS FOR SPENDING TIME TOGETHER
Family bonding is paramount
Figure 47: Motivations for spending time together, October 2016
As children age, parents looking for more reasons to connect
Figure 48: Motivations for spending time together, by younger and older families, October 2016
Dads prioritize fun
Figure 49: Motivations for spending time together – Select items, by moms and dads, October 2016
Affluent parents more concerned with keeping kids in line
Figure 50: Motivations for spending time together – Discipline, by household income, October 2016
Parents use family time to thwart sibling rivalry
Figure 51: Motivations for spending time together – Select items, by number of children in the household, October 2016
Black families want to reinforce the family bond
Figure 52: Motivations for spending time together – Trust and bonding, by race, October 2016

ATTITUDES TOWARD FAMILY LIFE
Online privacy is a concern for parents
Parents encourage independence
Non-parents just don’t understand
Figure 53: Attitudes toward family life, October 2016
Help wanted: ISO an extra hand around the house
Figure 54: Attitudes toward family life, by younger and older families, October 2016
Moms fear for their child’s safety online
Figure 55: Attitudes toward family life – Oversharing online, by key demographics, October 2016
Moms and dads have a similar parenting outlook
Figure 56: Attitudes toward family life – Select items, by moms and dads, October 2016
Parents of all income levels expect help around the house
Figure 57: Attitudes toward family life – Chores, by household income, October 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations

APPENDIX – FAMILY DEMOGRAPHICS AND CHARACTERISTICS
Figure 58: Population by age, 2012-22
Figure 59: Parents with children under age 18 in the household, by living arrangement, 2007-16
Figure 60: Married couples with a child under age 15 at home, by presence of stay-at-home parent, 2006-16
Figure 61: Distribution of population, by age and race/Hispanic origin, 2016
Figure 62: Median household income of families with related children, in inflation-adjusted dollars, 2004-14
Figure 63: Median household income, by type of household, 2015

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