Understanding family values

Abstract

Explores how the traditional nuclear family of mother, father and 2 children is being replaced by “beanpole“ families of cohabitating couples with one child, and extending to four rather than three generations; parents have children at a later age and seek to recreate their own childhood by imitating the styles of their children. Discusses the accompanying end of childhood, as children, like adults, appear to have more disposable income but less time to use it; they also have increasing brand awareness, and are increasingly media‐savvy, materialistic and sophisticated in their tastes; the effect is the rise of the “kidult“. Assesses the implications for marketers of these changes.

Citation

Greenhalgh, T. (2002), "Understanding family values", Young Consumers, Vol. 4 No. 1, pp. 13-20. https://doi.org/10.1108/17473610310813672