George Carey (The Family Room), Theresa Pepe (Viacom)
The family structure has been undergoing enormous change, with the traditional two-parent households down by 25% since 1980 while “non-traditional” households increase. The Family Room used two lenses to address this, their Family Dynamics Study and their Family Passion Point Study.
Questions to address included: Who is calling the shots at each stage of the purchase funnel? What are the drivers of choice? And why?
- “Protection and safety” as an emotional driver went to the #1 position among parents after years of being a much lower consideration—a sea change.
- There is no category that is of low interest to kids, only categories that haven’t given kids a reason to be interested.
- Questions to ask yourself:
- Is your company staying ahead of the profound changes in emotional priorities that form the basis of decision making?
- Does your company understand the emotional WHY of your category and brand?
- Is your company starting with the rational WHAT or emotional WHY in constructing your brand’s selling proposition?