There are many, many species of family, none of which are ever the same if you are brave enough, to ever get close enough. The most commonly known species of family is the NUCLEAR FAMILY; most recognisable for its market portrayal of the “perfect” 2 by 4 family depicted on cereal boxes. This species is made up of a specific grouping; one mother, one father and two children, a boy and girl.
Moving onto the EXTENDED FAMILIES, these large packs of people are split into two different species; HORIZONTALLY and VERTICALLY. Those marvellous creatures in the VERTICALLY EXTENDED FAMILIES are recognised with the household including not only the nuclear members, but also an added generation where the grandparents are cohabiting with the pack. HORIZONTALLY EXTENDED FAMILIES differ in the fact that the pack is strong in numbers due to aunts, uncles, cousins also included within the household. With so many members within a confined space, it is only natural, for boasting of power and often authorities being challenged.
The RECONSTITUTED or STEP FAMILY as it is better known, is joined not through blood as other packs are traditionally formed, but through the act of marriage. With one parent not in the position through birth, often the young are challenging but authority is accepted through the understanding of respect. Gifts are often handed to the young from the new pack member to display an act of kindness that will hopefully lead to acceptance. It is important to remember when observing this family type that is increasingly common nowadays due to the divorce rate booming in the 70’s, that the child often is a part of 2 step families, and time is then split between the two packs.
Here we see another increasing type of family within the UK; it is the SINGLE PARENT FAMILY. One which used to hold such stigma now is quite normal amongst the other species. It is distinctly different from the other packs due to having only one parent and authority role over the young.
Families go through different stages of a life cycle, no matter what the species, and let’s find some examples within the British Shopping Mall:
Here in the depths of House of Fraser we see the NEWLY WEDS, 2 people embarking on the first few months of their family life together, no young as yet so most of their money is being spent on furniture and photo frames. This ritual is known as “nesting”. As marketers, adverts as such are best to attract the attention of such calm creatures:
Peering through the brightly decorated store of Mother Care, we can just about see FULL NEST 1, a family stage where you often see a lot of baby blues and baby pinks. The young are newly arrived and bank accounts are feeling the burn, often one parent must stay with its young for a few months before earning again. Adverts portraying the welfare of the new arrivals are the best source for any marketers chance of making contact with such families.
FULL NEST 2 is often heard before they are seen. The young are old enough to put their demands on the family income and make sure it is heard. Here we see them, a restless, excitable group in Toy’s R Us. It is typical to see the parents looking so tired and irritated as their young have been possessed by the forces of marketing pester power.
A calmer family stage is the FULL NEST 3. Although the group seems to be fragmented; we see parents in M&S, one of the young, now semi-independent can be found in HMV whilst another is with peers spending their own low income in Primark. Although the young are more independent and sometimes earning their own income, the financial pressure on the parents has not loosened much. At this stage of the family life cycle, it is recommended that marketers, target each pack member individually as they are separated from the rest to maximise efficiency.
A fantastic stage for marketers to target is the EMPTY NEST 1 family. The young have fled to start their own cycle and left the parents bank accounts alone. With more time, being within the peak of careers and much disposable income, we find these types often dwelling within travel agencies looking at luxurious and peaceful breaks away.
Now the last of the cycle, typically spending time and money in places such as M&S, the Post office and other department stores. Some are retired and with good financial savings, some feeling the change of lowered income. A lot of spare time and often find enjoyment in spending money on their grandchildren. It’s important for marketers to remember we have to move away from the “Worthers original days” to targeting these types with more wit and less patronisation. Coke did it very well:
So as we depart from the world of families within the UK it is important to remember that these groups are constantly changing and developing within their own family circle. Other things for marketers to keep an eye on is the constant changing environment of society and how theat has an influence on the dynamics of families and therefor their buyer behaviour. Remember that years ago it was normal for women to stay at home but now, most women are in high paying high pressure jobs. Divorce is incredibly common compared to generations ago, and their is a rise of same sex parents. Prepare new strategies to keep up with the ever evolving world of the British Families.
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