Marketing to Non-Traditional Parents - US - September 2013


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Mintel

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Non-traditional parents face the same challenges as traditional parents in providing for their kids and doing so in the most cost-effective ways possible. Marketers can acknowledge non-traditional families and the fact that their family settings have become more common by including them in advertising.
TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Children’s living arrangements data
Consumer survey data
Abbreviations and Terms
Abbreviations
Terms

Executive Summary
Types of non-traditional parenting
More children live in single-parent households
More unmarried, opposite-sex couples raise children
Relatively few same-sex couples have kids, but numbers stand to grow
Issues impacting non-traditional parents
States’ marriage equality legislation opens more doors for non-traditional families
Health insurance law may increase financial strain on single parents
The consumer
Multi-generational households most likely to increase spending on children
Figure 1: Parents spending more on purchases for children in the last 12 months, multi-generational households vs. all parents, July 2013
Non-traditional parents may have different priorities when shopping for children
Online activity defines the leisure time of more kids in multi-generational households
Figure 2: Parents’ opinions about children’s leisure time and time spent online, July 2013
Non-traditional parents can identify with family advertising
Figure 3: Parents’ opinions about family marketing and retailing, same-sex parents vs. all parents, July 2013
What we think

Issues and Insights
How many parents are non-traditional?
Issues
Insights
Non-traditional parents’ approaches to shopping for their kids
Issues
Insights
How parents address children’s health and personal care
Issues
Insights
How children and families spend leisure time
Issues
Insights
Non-traditional parents’ perception of marketing to families
Issues
Insights

Trend Application
Inspire trend: Buydeology
Inspire trend: Many Mes
Mintel Futures: Brand Intervention

Children’s Living Arrangements
Key points
Share of children living in single-parent households has increased
Figure 4: Children, by presence of parent(s) in household, 2007-12
Figure 5: U.S. states with the largest share of children in single-parent families, 2011
Black children the most likely to live in single-parent households
Figure 6: Percent of children living with two parents, one parent, or neither parent, by race/Hispanic origin, 2012
Figure 7: Who children live with, by race and Hispanic origin, 2012
Figure 8: Profile of single moms and single dads by age, race education, poverty level, and household income, 2011
Nearly four in 10 unmarried, opposite-sex couples raising children
Figure 9: Unmarried opposite-sex couples, by presence of own children in the household, 2006-11
Figure 10: Share of births to unmarried mothers in the U.S., 2001-11
Share of same-sex couples with kids small, but larger among women
Figure 11: Unmarried same-sex couples, by presence of own children in the household, 2006-11
Figure 12: Married same-sex couples with own children in the household, by gender of couple, 2006-11

Issues Impacting Non-Traditional Parents
Key points
Federal government, states grant marriage rights to same-sex couples
Figure 13: State Defense of Marriage Acts and same-sex marriage laws, July 2013
More Americans accept same-sex parenting
Figure 14: Opinions about more gay and lesbian couples raising children, February 2007-April 2013
Health insurance mandate may impact single parents
Figure 15: 2012 Poverty Guidelines for the 48 Contiguous States and the District of Columbia, 2012

Innovations and Innovators
Web service allow separated parents to manage child custody
Figure 16: Our Family Wizard custody calendar, August 2013
International e-books help parents tell kids about adoption
Adoptive moms solicit support for orphans with their social organization
Coloring book aims to educate kids, adults about LGBT lifestyle
Figure 17: Being Gay is Okay coloring book cover, June 2013

Marketing Strategies and Initiatives
Brands support same-sex marriage, parents
JCPenney
Figure 18: JCPenney Mother’s Day catalog ad, May 2012
Figure 19: JCPenney Father’s Day catalog ad, June 2012
Target
Figure 20: Target same-sex wedding registry ad, July 2012
Smirnoff
Figure 21: Smirnoff “Every Pairing is Perfect” Facebook ad, March 2013
Orbitz
Figure 22: Orbitz defeat of DOMA promotion ad, July 2013
Interracial couples, mixed race kids featured in TV commercials
Honey Nut Cheerios
Figure 23: Honey Nut Cheerios “Just Checking” TV ad, May 2013
New Yorkers for de Blasio
Figure 24: New Yorkers for de Blasio “Dante” political campaign ad, August 2013
Non-traditional families the stars of new TV programming
The Fosters
Figure 25: The Fosters series premiere promo, August 2013
Switched at Birth
Figure 26: Switched at Birth series premiere promo, May 2011
Modern Family
Figure 27: Modern Family trailer, September 2011
Parenthood
Figure 28: Parenthood season 5 “Discover Parenthood” promo, August 2013
Sean Saves the World
Figure 29: Sean Saves the World promo, September 2013

Mintel Defines Types of Non-Traditional Parents
Key points
Household setting in which children are raised
Figure 30: Household setting in which children are raised, July 2013
Parenting situations consistent across genders
Figure 31: Household setting in which children are raised, by gender, July 2013
Same-sex parents among the most racially diverse
Figure 32: Household setting in which children are raised, profile by race and Hispanic origin, July 2013
Types of parents
Figure 33: Types of parents, July 2013
Single and same-sex parents more likely to be guardians, adopters
Figure 34: Household setting in which children are raised, by types of parents, July 2013
Legal guardians and adoptive parents skew older
Figure 35: Types of parents, by age, July 2013
Parents’ and children’s race
Figure 36: Parents’ and children’s race, July 2013
Non-biological parents more likely to raise mixed race children
Figure 37: Parents’ and children’s race, by types of parents, July 2013
Figure 38: Share of children waiting to be adopted in the U.S., by race and Hispanic origin, September 30, 2012
Figure 39: Parent’s and children’s race, by household setting in which children are raised, July 2013

Parents’ Spending on Purchases for Children
Key points
Parents spending the same or more money on their kids, groceries top
Figure 40: Parents’ change in spending on purchases for children in the last 12 months, July 2013
Grocery prices a key area of concern for single parents
Figure 41: Share of adults who struggled at times to afford food in the past 12 months, by adults and children in the home, June 1-27, 2013
More multi-generational households increased spending in all categories
Figure 42: Parents spending more on purchases for children in the last 12 months, by household setting in which children are raised, July 2013
Figure 43: Composition of households, by Hispanic origin of householder, 2012

Ways Parents Save Money on Purchases for Children
Key points
Couponing, cooking at home top money savers for parents
Figure 44: Ways parents save money on purchases for children, July 2013
Same-sex parents looking for daily entertainment deals
Figure 45: Ways parents save money on purchases for children, all parents vs. same-sex parents, July 2013

Shopping for Children’s School Supplies
Key points
Six in 10 parents look for discounts when shopping for school supplies
Figure 46: Parents’ approaches to shopping for children’s school supplies, July 2013
More parents who don’t share kids’ race focused on helping them fit in
Figure 47: Parents’ approaches to shopping for children’s school supplies, by parent’s and children’s race, July 2013

Shopping for Children’s Clothing
Key points
Parents want kids’ clothes to last, but nearly half replace it frequently
Figure 48: Parents’ approaches to shopping for children’s clothing, July 2013
Same-sex parents more likely to want kids’ clothes to keep up
Figure 49: Parents’ approaches to shopping for children’s clothing, all parents vs. same-sex parents, July 2013

Children’s Health and Personal Care
Key points
Parents prioritize children’s health, and pay more to maintain it
Figure 50: Parents’ approach to handling children’s health and personal care, July 2013
Commuter families may struggle with children’s health the most
Figure 51: Parents’ approach to handling children’s health and personal care, all parents vs. commuter families, July 2013

Children’s and Families’ Leisure Time
Key points
Kids raised non-traditionally have friends with different family structure
Figure 52: Parents’ opinions about their children’s friends and how they socialize, by types of parents, July 2013
Figure 53: Parents’ opinions about their children’s friends and how they socialize, by parent’s and children’s race, July 2013
Kids in multi-generational households may need to do more living offline
Figure 54: Parents’ opinions about children’s leisure time and time spent online, by household setting in which children are raised, July 2013

Parents’ Opinions About Family Marketing
Key points
Non-traditional parents feel they have a place in family advertising
Figure 55: Parents’ opinions about family marketing and retailing, by household setting in which children are raised, July 2013
Media may have more of an impact on non-traditional families
Figure 56: Frequent use of the media to find out about new brands, August 2012
Figure 57: Buying from companies that support causes believed in, August 2012

Appendix – Other Useful Consumer Tables
Mintel defines types of non-traditional parents
Figure 58: Profile of household setting in which children are raised, by age, gender and age, and household income, July 2013
Figure 59: Profile of types of parents, by gender, gender and age, and household income, July 2013
Figure 60: Types of parents, profile by race and Hispanic origin, July 2013
Figure 61: Profile of parents’ and children’s race, by gender, age, and gender and age July 2013
Figure 62: Profile of parents’ and children’s race, by household income and race/Hispanic origin, July 2013
Parents’ spending on purchases for children
Figure 63: Parents’ change in spending on purchases for children in the last 12 months, by types of parents, July 2013
Figure 64: Parents’ change in spending on purchases for children in the last 12 months, by types of parents, July 2013, by parents’ and children’s race, July 2013
Figure 65: Parents’ opinions about spending money on their children, July 2013
Figure 66: Parents’ opinions about spending money on their children, by household setting in which children are raised, July 2013
Figure 67: Parents’ opinions about spending money on their children, by types of parents, July 2013
Figure 68: Parents’ opinions about spending money on their children, by parent’s and children’s race, July 2013
Ways to save money on purchases for children
Figure 69: Ways parents save money on purchases for children, by household setting in which children are raised, July 2013
Figure 70: Other ways parents save money on purchases for children, by household setting in which children are raised, July 2013
Figure 71: Ways parents save money on purchases for children, by types of parents, July 2013
Figure 72: Ways parents save money on purchases for children, by parent’s and children’s race, July 2013
Shopping for children’s school supplies
Figure 73: Parents’ approaches to shopping for children’s school supplies, by household setting in which children are raised, July 2013
Figure 74: Parents’ approaches to shopping for children’s school supplies, by types of parents, July 2013
Shopping for children’s clothing
Figure 75: Parents’ approaches to shopping for children’s clothing, by household setting in which children are raised, July 2013
Figure 76: Parents’ approaches to shopping for children’s clothing, by types of parents, July 2013
Figure 77: Parents’ approaches to shopping for children’s clothing, by parent’s and children’s race, July 2013
Children’s health and personal care
Figure 78: Approaches to handling children’s health and personal care, by household setting in which children are raised, July 2013
Figure 79: Approaches to handling children’s health and personal care, by types of parents, July 2013
Figure 80: Approaches to handling children’s health and personal care, by parent’s and children’s race, July 2013
Figure 81: Parents’ worry about the rising cost of health care and insurance for children, July 2013
Figure 82: Parents’ worry about the rising cost of health care and insurance for children, by household setting in which children are raised, July 2013
Figure 83: Parents’ worry about the rising cost of health care and insurance for children, by types of parents, July 2013
Figure 84: Parents’ worry about the rising cost of health care and insurance for children, by types of parents, July 2013
Children’s and families’ leisure time
Figure 85: Parents’ opinions about their children’s friends and how they socialize, by household setting in which children are raised, July 2013
Figure 86: Opinions about children’s leisure time and time spent online, by types of parents, July 2013
Figure 87: Opinions about children’s leisure time and time spent online, by parent’s and children’s race, July 2013
Figure 88: Parents’ opinions about their families’ relationship with each other and other parents and kids, July 2013
Figure 89: Parents’ opinions about their families’ relationship with each other and other parents and kids, by household setting in which children are raised, July 2013
Figure 90: Parents’ opinions about their families’ relationship with each other and other parents and kids, by types of parents, July 2013
Figure 91: Parents’ opinions about their families’ relationship with each other and other parents and kids, by parent’s and children’s race, July 2013
Parents’ opinions about family marketing
Figure 92: Parents’ opinions about family marketing and retailing, by types of parents, July 2013
Figure 93: Parents’ opinions about family marketing and retailing, by types of parents, July 2013
Figure 94: Parents’ opinions about family marketing and retailing, by parent’s and children’s race, July 2013

Appendix – Trade Associations