As families become more disconnected, brands respond with kin-based branding
Implications - As the family home becomes increasingly digitized, the disconnection between members of a household is creating a generation that lacks the same familial relationships of years past. Attempting to speak to this longing for more intimacy with family members, brands are highlighting siblings and families as a means of marketing to correlate product consumption to filling emotional voids. Family households aside, the stark increase in those living alone over the age of 30 in North America is creating a disconnect that brands are scrambling to appeal to.
Trend Themes
1. Familial Marketing - Brands are highlighting siblings and families as a means of marketing to correlate product consumption to filling emotional voids.
2. Unplugging Movement - Campaigns and advertisements promoting the idea of unplugging and spending time with family during the holiday season instead of relying on technology.
3. Fatherhood Emphasis - Marketing and advertising campaigns aimed at targeting new fathers and celebrating the momentous news of expecting a child.
Industry Implications
1. Fashion - Sibling models pull off the season's hottest accessories and wardrobes suited for photo shoot themes.
2. Food and Beverage - Pizza delivery companies are staging elaborate productions and experiences for customers to deepen relationships with their brand.
3. Consumer Technology - Campaigns about unplugging seek to limit technology use in the home and promote more quality face-to-face time, while familial marketing emphasizes the need for emotional connections through technology.
5 Featured, 44 Examples:
254,549 Total Clicks
Date Range:
Mar 14 — Dec 15
Trending:
Average
Consumer Insight Topics:
