# Familial Dysfunction Marketing efforts paint a picture of a delightfully quirky modern family. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Sep 1, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/familial-dysfunction ## Key Figures - Trend score: 5.1/10 - Evidence articles: 5 ## What is the Familial Dysfunction trend? **Familial Dysfunction:** In order to be relatable to the diverse modern family, brands and advertisers are painting the picture of a realistic familial unit characterized by their own quirks and issues. This honest shift in the portrayal of family dynamics can be seen as the next step following the depiction of new parenting roles in recent years. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 25, 2014 to Jul 29, 2016 - Published: Sep 1, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Familial Dysfunction trend ### Realistic Family Portrayals Brands are showcasing realistic family dynamics, which can be seen as the next step following the depiction of new parenting roles in recent years, creating disruptive innovation opportunities for new non-traditional family products. ### Honest Parenting Campaigns More brands are taking a candid look at parenting, with ad campaigns showing the difficulties of raising kids, a trend that has the potential of creating disruptive innovation opportunities for new baby products and services. ### Humans Dressed as Products The use of people dressed as products in commercials is gaining ground, which can be seen as an innovative way to communicate complex product offerings and create disruptive innovation opportunities for new merchandise. ## What the Familial Dysfunction trend means for industry ### For Marketing Marketing professionals can use realistic family dynamics, honest parenting campaigns and humans dressed as products in commercials to create engaging and relatable ad content. ### For Advertising The evolution to realistic family dynamics, honest parenting campaigns and humans dressed as products in commercials represents a broader shift in advertising as a whole, meaning businesses need to innovate in order to remain competitive. ### For Retail The increased focus on non-traditional family dynamics, honest portrayals of parenting, and human beings as products in commercials may create new opportunities in the retail industry for new non-traditional family products, better baby food options, and innovative ways to communicate complex product offerings. ## Workshop question Does the way your brand talks about family reflect the reality of families today? How could you tweak your messaging to come across as more authentic? ## Trend signals for Familial Dysfunction Trend score 5.1 out of 10, from popularity 82%, activity 63%, freshness 8%. - Popularity: 82% - Activity: 63% - Freshness: 8% ## Examples of the Familial Dysfunction trend 5 featured examples from Mar 25, 2014 to Jul 29, 2016. - [Familial Fashion Ads](https://www.trendhunter.com/trends/fashion-family): Dolce and Gabbana Paints a Picture of a Stylish Fashion Family (Category: Marketing) Implication: Familial fashion ads showcase the potential of targeting multiple generations in clothing marketing. - [Realistic Parenting Campaigns](https://www.trendhunter.com/trends/parenting-unfiltered): The Parenting Unfiltered Ad Shows the Difficulties of Raising Kids (Category: Marketing) Implication: The baby care industry can benefit by creating products that address the everyday realities of parenting depicted in these ads. - [Family Planning Phone Commercials](https://www.trendhunter.com/trends/framily): This Commercial for Sprint Promotes Framily Planning (Category: Tech) Implication: Disruptive innovation opportunity: Telecommunications companies can seize the opportunity to offer flexible phone plans that cater to different types of relationships. - [Royal Home Videos](https://www.trendhunter.com/trends/royal-home-videos): The Body Shop Commercial Reveals How the Queen Spends Mother's Day (Category: Pop Culture) Implication: Creating a niche media platform that feeds into the demand for British royal content may prove to be a lucrative market opportunity. - [Familial Condiment Ads](https://www.trendhunter.com/trends/heinz-super-bowl-ad): Heinz' Super Bowl Ad Stars a Condiment Family and a Stampede of Weiner Dogs (Category: Lifestyle) Implication: Exploring creative ways to market food products, such as featuring a condiment family, can help brands stand out in a competitive market. ## 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)