Staying in is the new going out
Trusted Media Brands, the publisher of Reader’s Digest, Family Handyman, and Taste of Home, in partnership with Kantar Consulting, undertook a multiphased study of today’s modern families. Instead of focusing upon the variety of ways that modern families differ from one another, we set out to illuminate the attitudes, values, and priorities that are shared across families regardless of age, household income, ethnicity, or sexual orientation. To accomplish our objective, we applied a mix of quantitative and qualitative techniques – including fielding a robust survey of 3,500 American families as well as 250 digital interviews with more than 50 family households across the country — and explored the following critical questions:
- What is the state of American families today?
- How are shifts in household structures changing the look and feel of family life in America?
- How are families adjusting and reacting to the vast cultural and technological change occurring in the U.S. today?
Ultimately, we found that there is no singular definition of today’s modern family. However, we did find new trends that are redefining common perceptions of quality time, the evolving meaning of home, desired experiences, and the role of diversity in the family.
The following is the first release in a three-part series identifying three prominent trends that are shared across today’s modern families:
- The Home-basing Trend
- Cultural Exchange
- Digital Connection
SVP, Head of U.S. Subscriptions