“My Kid is My Best Friend”: New Study Uncovers New Dynamic Among Millennial Families
July 22, 2015
Comprehensive study shows that families have shifted from a hierarchy to a web for decision-making
22 July 2015 – Norwalk, CT – A market research study by The Family Room LLC, in partnership with FocusVision and Lightspeed GMI, on the decision-making patterns of United States families has revealed that the parent-child relationship in Millennial households looks much more like peers than parental authority. Specifically, Millennial moms are pushing the existing trend of collegiality and “buddy” culture between parents and their children to a whole new level.
Today, more than 54 percent of Millennial parents now describe their child(ren) as “one of my best friends.” Whether it be time spent at home, time spent in stores, or time spent apart, the new parent-child relationship in Millennial households looks much more like peers than parental authority.
“Many of us have been watching closely as Millennials progress from babies, to kids, to tweens, and on to being young adults. But now they are getting married and starting families, and this new study offers a fascinating new perspective into how their well-known generational values as young adults is translating to the parenting years,” said George Carey, founder and CEO of The Family Room.
The study, highlights of which will be released as a white paper late in the summer, was in part an exploration of the new roles and relationships that exist in Millennial families and the remarkable differences from Gen X. A few of the questions asked during the research included: What does the parent child relationship look like? What is the nature of Millennial moms and dads interaction with their kids? How is this different from those of Gen X?
Carey continued, “These insights on the new parent/child relationship raise a lot of questions about traditional youth, mom, and family marketing tactics which have long portrayed moms as the family ‘gatekeeper.’ From insight gathering to brand renovation and innovation, succeeding with Millennial families will mean opening the aperture from the study of the individuals that make up a family, to the inter-connected web through which Millennial moms, dads, and kids made decisions.”
The study, which united both quantitative and qualitative technologies through research company FocusVision, was based in ground-breaking methodology which helped humanize quantitative data with instant qualitative video responses, among other approaches. A comprehensive sample provided by Lightspeed GMI covered core family groups from the Millennial and Gen X generations, with a mixture of general population, Hispanic and African American family groups.
About The Family Room LLC
The Family Room, LLC is a strategic research, brand strategy, and new product innovation consultancy specializing in Millennial kids, parents, and families. We help our clients understand millennial families, reframe their categories, and renew their brands through an advanced understanding of modern family decision making. www.familyroomllc.com
About Lightspeed GMI
Lightspeed GMI is an award-winning global digital data collection enterprise. Founded in 1996, its innovative technology and proven sampling methodologies deliver operational excellence throughout the online research process. With more than 5.5 million online research respondents in 45 countries, Lightspeed GMI’s proprietary panels deliver unparalleled quality, capacity and targeting.
Headquartered in Warren, New Jersey, Lightspeed GMI is part of the Kantar, the data investment management arm of WPP, the world leader in marketing communication services. www.lightspeedgmi.com.
FocusVision is the leading global provider of qualitative and quantitative technology solutions to the market research industry, providing an online survey platform, research facility video streaming, webcam focus groups, ethnography streaming and mobile device usability studies. Our services allow research professionals to engage with respondents in any place, at any time. FocusVision has more than 300 employees and offices in the US, the UK, Bulgaria, Brazil, Australia and Singapore. www.focusvision.com @focusvisioninfo
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