# Big Brand Familial Brands host interactive events to help consumers celebrate family. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Dec 15, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/big-brand-familial ## Key Figures - Trend score: 2.5/10 - Evidence articles: 4 ## What is the Big Brand Familial trend? **Big Brand Familial:** Falling inline with the consumer desire for experiences and services that help support them in becoming the best version of themselves, big brands are curating special events to specifically cater to specific family members. Going beyond one-time branded products, these events not only helps time-strapped consumers re-prioritize by honoring familial bonds, but also lets larger institutions interact with their customers in a way that showcases their commitment to family values. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 8 to May 7, 2016 - Published: Dec 15, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Big Brand Familial trend ### Interactive Events Big brands are curating special events to cater to specific family members, providing consumers with experiences and services that support familial bonds. ### Custom Experiences Customized Mother's Day experiences, floral workshops and scavenger hunts offer unique ways to treat hard-working moms with fun and interactive activities. ### Mom-and-Baby Dining Special mom-and-baby dining events that cater to the enjoyment of both mothers and their babies are gaining popularity among major culinary events. ## What the Big Brand Familial trend means for industry ### For Event Management Event management companies can provide curated interactive events and experiences for big brands that cater to specific family members. ### For Culinary Culinary companies can provide customized dining experiences and menus specifically designed for mothers and their babies. ### For Retail Retail companies can offer unique gift ideas and customized products and services for special occasions like Mother's Day. ## Workshop question What can your brand do to create a sense of community with your consumers? ## Trend signals for Big Brand Familial Trend score 2.5 out of 10, from popularity 32%, activity 37%, freshness 8%. - Popularity: 32% - Activity: 37% - Freshness: 8% ## Examples of the Big Brand Familial trend 4 featured examples from Mar 8 to May 7, 2016. - [Mother's Day Tea Parties](https://www.trendhunter.com/trends/mothers-day-event): This Mother's Day Event Combines High Tea with a Floral Workshop (Category: Lifestyle) Implication: Hospitality businesses, such as hotels and cafes, can capitalize on the trend of high tea experiences and offer unique events to attract customers. - [Custom Mother's Day Experiences](https://www.trendhunter.com/trends/mothers-day-experience): Molton Brown Hosted In-Store Mother's Day Events Across the UK (Category: Marketing) Implication: The retail industry can explore incorporating wearable technology and interactive elements like photo booths to enhance customer experiences and drive sales. - [Mother-Baby Dining Events](https://www.trendhunter.com/trends/babylicious): 'Babylicious' by President's Choice is a Dinner Date for Mom and Baby (Category: Life-Stages) Implication: Opportunity for restaurants to create family-friendly dining experiences by offering mother-baby dining events and specialized menus. - [Mother's Day Scavenger Hunts](https://www.trendhunter.com/trends/celebrate-mothers-day): This Scavenger Hunt Serves as a Fun Way to Celebrate Mother's Day (Category: Lifestyle) Implication: The entertainment industry can embrace city-wide scavenger hunts as a unique and immersive experience for their target audience. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)