Edelmans Marketing to the Modern Family offers research with actionable insights on how evolving family dynamics will

affect how companies market their brands. Background: In partnership research firm StrategyOne, Edelman took a close look at the influences on families today from the economy to demographic shifts, technology to health & wellness. We found that the essence of parenting hasnt changed; but all of these factors have caused a shift. Its Brady Bunch to Modern Family. Happily Married to Happily Not Married. Family of Four to Multi-Generational Home. And Parenthood today looks very different as a result. Methodology: Marketing to the Modern Family is informed by a US study and influenced by a diverse expert panel comprised of single and GLBT parents, working moms, multicultural heads of household and grandparents with a range of knowledge in technology, finance, pop culture and health & wellness. The study was fielded to 2,400+ members of the Modern Family, with an oversample for GLBT and multicultural populations. The Time is Right: Only 4% of todays families fall into the Census definition of traditional SAH mom, working dad with kids under 18 Minorities make up nearly half the children born in the U.S. African-American households headed by women now exceed African-American households with married couples 40% of all children are born to single moms in the U.S. today 2 MM children are being raised by GLBT parents *Source, US Census 2010, Family Equality Council 2011 Key Findings: o The Motherload Gets Heavier: Mom is taking on binary roles as in charge at work and in charge in the home. 41% of moms say they are the sole decision maker for their family purchases Plus, they are taking on more than they did in the past Managing family finances (70% to 86%) Earning money (61% to 75%) Buying technology oriented items (57% to 78%) Buying a car (57% to 84%)

Universal Parent The Era of Gender Surrender: Economic pressures and blended family models have redefined individual roles within the family and skill sets have replaced gender o 62% of moms and 54% of dads feel that parenting roles will be redefined away from the traditional mom and dad roles of the past o 33% of dads say they take on role of traditional mom Democratization of the Family: The power of the purse is equally divided among its publics. o 68% of parents say that children have influence on family purchasing decisions o 67% of grandmothers with involvement in taking care of their grandchildren say they have influence on family purchases o More than a third of mothers and fathers say that its likely their children will live at home after college Dad Demands to be Involved: Dads are demanding work-life balance and doing much more at home. o Dads report their responsibility for taking care of kids has more than doubled since their childhood o Pastdads were in charge of financial security (93%), purchasing consumer goods (76%) and discipline of children (84%) o Presentall this and more Taking care of children (44% to 84%) Buying groceries (32% to 70%) Cooking (22% to 67%) Cleaning (18% to 70%) and doing laundry (11% to 64%) Traditional Becomes Traditionall: Families headed by multicultural, GLBT and single parents become the new traditional family.and wield a mighty influence. o About 20% of moms and dads say their children will not identify with the same ethnic group as they do o Mixed race marriages have jumped 20% since 2000 to 4.5 MM (or 8% of the total US Census) o 66 percent of gay dads are more likely to buy products that have ads reflecting their sexual orientation o There is a growing number of women who choose to have a baby alone

For more information, findings and an analysis of what this means for brands: contact us at modernfamily@edelman.com.

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