Marketers must adjust to changing family unit

Two-thirds of gay fathers are more likely to purchase products marketed to them with their sexual orientation in mind, according to Edelman's Marketing to the Modern Family study.

Two-thirds of gay fathers are more likely to purchase products marketed to them with their sexual orientation in mind, according to Edelman's Marketing to the Modern Family study.

The survey also found that only 4% of US families have stay-at-home moms and working dads with children under 18 years old, as well as that more fathers are staying home and taking care of their children.

Nearly seven in 10 (69%) of respondents said their children influence their buying decisions, according to the report, which was managed in partnership with research firm StrategyOne.

Conducted in August, the firms surveyed 2,482 diverse consumers, including single parents, traditional families, gay and lesbian households, and multicultural family units.

These findings demonstrate how much the US family is changing, and that means companies have to begin marketing their products in new ways to adapt to this environment. Mommy bloggers are a main target for many brands, such as Hallmark and Campbell Soup, but companies should also start reaching out to a wider range of bloggers to expand their marketing strategies.

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