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The New Modern Family
By: Janet Kalandranis
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It’s Marketing 101: Know who the target is and message to them appropriately. Seems like a no-brainer not worth repeating. Many brands understand and employ this strategy to ensure they are reaching their target audience. Tactics need to be customized and communications need to reflect the attributes of the group. If this is the case, then why are so many modern families feeling ignored? Uh-oh; something went wrong.

Maybe it has to do with the fact that the modern family is much more diverse than it was years ago. From single-parent to other non-traditional households, this modern family segment is not one size fits all. However, this group is the fastest-growing family segment and they also are heavy media users that are more likely to look to media for product info. But it seems brands are still not listening, and this makes these modern homes feel disconnected and ignored. THAT lesson was not in Marketing 101.

Brands need to identify with this ever-growing population and leverage the details that matter to modern families — certain shared values, the importance of kids, and sensitivity about diversity. And more important, if brands know what this segment is doing and where they get their info, that’s even more reason to connect with them via media. If brands can make a connection with the modern family via media there’s more chance of success for the brand within this segment. Instead of brands depicting the ideal and creating a scenario that isn’t exactly “real,” they need to play more towards that modern family. Brands need to identify what is important and help associate their brand with the needs of the new family.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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