In this blog, we’re going to learn how an American family is changing and what is the right way of marketing to a modern American family.
I enjoy watching ‘Modern family.’ It’s edgy, hilarious, and truly represents a modern American family. There is so much a business owner can learn from it.
If your target audience lies in America, then I will suggest that you should start watching that show.
In case you are short on time, just keep reading this blog. I am going to share some very valuable insights that will help you in understanding your customer better.
Understanding Modern American Family.
How to Market to a Modern American Family (9 Hidden Insights)
There was a time when an American family can be described by a ‘two-child and two-car philosophy. It’s not the same anymore. Two children? Most of the people I know have either one child or no child. I am sure you can agree with me here.
Insight 1) Two-Child Family are Getting Extinct
Married couples with children form only 19% of the US population. In other words, 122 million households in America. On the other hand, married couples without children are at 28%.
Insight 2) Rise of Single Parents
The number of single parents is on the rise as well, currently standing at 18%. Single parents are time-starved and trying to do multi-task.
If you want to target such people, show them how your products can save time and can fit in their tight schedules.
Insight 3) Living Arrangement is Changing
No longer only family members are living together. You will be surprised to see that 34% of the households are made up of non-family members. A business should consider this when marketing to the modern American family.
Many of them are singles living alone and many of them are unrelated adults living together under the same roof.
Insight 4) Globalization is Reaching American Family
One out of twelve couples is interracial. Isn’t that amazing! My advice to you is to get your marketing and advertising strategies updated. You can’t attract an interracial couple with your old and outdated strategies.
You have to show that you’re global in your outlook, that you understand and respect the racial differences. The first thing to do is to reflect it in your brand messages.
Insight 5) LGBTQ Acceptance
The number of same-sex couples raising children is going up. When compared to the numbers in the year 2000, this number has already gone up by 75%.
You want to reach an American family, start by understanding the needs of a same-sex couple. They form an integral part of our society and the more we learn about them, the more we will be able to solve their problems through our products.
Insight 6) Women Join the Workforce
Women are no longer staying home taking care of the home but are actively contributing to the economy. Right now, almost 58% of the women are working. As more and more women have started working, so have their needs started evolving.
Another point is that 40% of the family breadwinners are women now. Keep that in mind when you run your next online ad while focusing on marketing to the modern American family.
Insight 7) Family Finances
When it comes to a married couple with children, 58% of them are jointly handling the family finances. Only 28% of the families remain where the husband is the sole income contributor.
In contrast, many men are staying at home and taking care of the kids while women are going out to work. This number of full-time stay-at-home dads currently stands at 4% or 2million.Â
Insight 8) Nuclear Families are Disappearing
The old concept of a nuclear family is dead. At present, only 20% of American families fit that concept. So, if you’re not targeting just that 20%, it’s time to rethink and redesign your marketing strategy.
Insight 9) More-educated Population
As more and more Americans join the white-collar professional group, it becomes very important to understand not just what they are going to buy and also, how they are going to buy. This research comes in handy when you start marketing for the modern American family.
How has This Modern American Family Changed Marketing?
If your marketing strategy or your ads are still targeting a family of mom, dad, and two kids, you’re still living in the dinosaur era. A typical American family has changed a lot in the past many years. Women have worn different hats.… Click To Tweet
Many other changes are taking place and your digital marketing has to reflect that. This will make sure that you don’t end up making your potential costumes alienated.
It’s time to start understanding the needs and desires of same-sex parents, interracial couples, working women, and stay-at-home dads.
4 Tips to Marketing to a Modern American Family
Here’s what you can do:
Tip 1) Stop Assuming
Use the power of market research and understand who your real customers are. When your customers feel delighted because you took extra efforts to know them, they’re going to become your loyal customers. Remember to thank me later!
Tip 2) Never Stereotype
Stereotyping is bad for our personal lives but it is disastrous for our business lives. If you haven’t still noticed that millennials only buy in front of those companies that reflect their values, it’s time you should.
As stereotyping by a brand is very unforgiving in this highly connected social world. You will be playing with your reputation if you target without proper market research.
Tip 3) Respect Diversity
I can’t tell how much it hurts me when people say things against my favorite TV show ‘Friends’ but they are not wrong. The show could have shown a little diverse cast. As the show was made a long time ago, we can still forget about it but you can’t make the same mistake again.
Remember we have social media and people talk there.
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Tip 4) Connect with Your Customers
Only when you connect with your customers, you will know their hidden emotional needs. Potential customers will only buy from you when their emotional needs are satisfied in the best possible way.
Key Takeaway: Targeting Modern American Families
Everything changes with time: our needs, our desires, our behavior, and our values. Who we were yesterday, we are not today. This is all a part of growth. We shouldn’t resist it but we should evolve with it.
Is there anything that I have missed in this blog? Let me know.
If your marketing strategy is formed on the foundation of assumptions, it’s time to consult us before your audience notices that.
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