How to create a ‘family marketing’ strategy

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.

Never has the modern family unit been more diverse. Likewise, traditional family dynamics have changed as parents often manage a household, two full time jobs, and the demands of parenting – all at the same time.

What’s clear for marketers is that sticking to the old way of thinking about families is outdated, and it’s time to update the idea of what marketing to a family might mean in the modern age. And more than ever, family is a state of being rather than a fixed template.

“When we say family, we mean a state of mind shared by a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands