Redefinition Of 'Family' Is Rewriting Rules For Advertisers, Ipsos Says

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The traditional notion of the nuclear family is rapidly giving way to more fluid, self-defined household structures. This shift is reshaping how Americans shop, celebrate and engage with brands, according to a new report from Ipsos.

Ipsos’ What the Future: Family study finds that U.S. families are becoming smaller, older and more diverse in composition, with growing numbers of Americans living alone or forming “chosen families” made up of friends and non-relatives. More than half of younger Americans now consider friends to be family, a change that has direct implications for advertisers planning around holidays, gifting occasions and life-stage marketing.

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