We couldn’t be happier to see that more marketers are finally beginning to shine a light on the non-traditional family. A new report, “Family Diversity Is The Norm,” points out that two out of five families stray from the typical family structure. This includes LGBT families, non-married families and families where the father stays home with the kids.
Some of the brands that are leading the way for modern families in advertising are Tylenol and Honey Maid’s ad campaigns, both of which feature children with same-sex dads. Tylenol adopted the hashtag #HowWeFamily, encouraging the representation of a variety of family structures.
Ted Marzilli, CEO of YouGov BrandIndex, which published the family report while working with BabyCenter says: “For brands, the good news is that there’s lower risk when stepping into this territory.” That is because the findings are quite positive towards consumers accepting and appreciating diverse families in advertising.
Some conclusions from the report are:
- 80% of parents say they like seeing diverse families in advertising.
- 66% of parents say a brand that respects all types of families is an important factor in purchasing decisions.
- 41% of parents agree that they are more likely to purchase products from brands that use more diverse family types in their advertising.
- 70% of parents have chosen not to purchase something because they don’t believe in what the company stands for.
- Two out of three parents agree: a brand that realistically reflects parenting today is an important factor in their purchasing decisions.
- Three out of four parents agree: a brand that shares my values is an important factor in their purchasing decisions.
- 87 percent of parents agree society is becoming more accepting of different types of families.
- 84 percent parents agree “as long as there’s love and support, any family structure can succeed.”
“This is something marketers can’t ignore,” said Julie Michaelson, for BabyCenter. “The real trick, though, is, how do they do it right? How do they navigate this new reality of the American family to help them make stronger connections with today’s parents and tomorrow’s parents as well?”
What is your favorite LGBT inclusive brand?