Modern families are far more diverse today than a generation ago and continue to evolve. Day to day, it's increasingly more normal to see same-sex parents, multi-generational families, single parents, adoptive parents as well as the “traditional” nuclear family. Multiracial families as well as blend families that include step-parents and half-siblings are no longer unusual. When we’re looking to use images of families to represent our audiences, we need to reflect our new reality.
Picture the unique needs of a multi-generational family running a company, the budget challenges of a single parent raising kids while working full-time or the financial worries of the next generation taking responsibility for the family cottage.
Families in advertising are nothing new. They are still the stars of persuasive branding campaigns aimed at broad audiences. But we’re moving away from the stereotypes of the past: Dads can be seen playing dress-up with their daughters and Moms are in the stands at sporting events. And today’s savvy consumers are demanding that brands show real families representative of modern life. And that means families of all shapes and sizes.