A recent infographic from AdWeek on advertising to “modern” families got our creative juices flowing about the correct way to reach this growing segment of our world. According to AdWeek, the modern family is made up of heavy media users who are open to advertising, but they are also alienated by most of the messages they see. So how do you craft a message that delivers information but doesn’t offend the nontraditional family?
First, let’s look at the family in 2012. The proportion of traditional families — a married family household — is half of what it was 40 years ago (20% of the population in 2010 vs 40% in 1970). That means 80% of the population is now made up of nontraditional families including single parents, same-sex parents, multi-generational families, mixed-race families, and blended families. They read MORE magazines, visit MORE websites, and watch MORE television than traditional families. They also look TO the media for product information. They are MORE likely to buy brands from companies that support causes they believe in and they are MORE likely to spend MORE in the next 12 months than they did in the last 12 months. Nontraditional families are a large and important segment of consumers, and one that should not be overlooked in your next campaign.
Now that you know why you need to focus on nontraditional families, here’s how you do it:
These four simple steps can easily be overlooked but can also pay huge dividends if taken seriously. And there are no signs that nontraditional families will become any less important; in fact, their influence in the marketplace is likely to continue to grow. So make sure you work to craft a message that delivers information but doesn’t offend the nontraditional family.
Want to know more about the modern or nontraditional families? Follow AdWeek’s on-going coverage here. If you’d like to work with us to develop better creative and drive stronger results, contact us to set up an introduction.
Drew Kondylas is a Marketing Consultant at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com