NEW YORK, Jan. 16, 2015 /PRNewswire/ -- Is digital technology ruining childhood? Is the nuclear family a thing of the past? How do men feel about societal shifts that make them increasingly irrelevant within households?
For its newest Prosumer Report, leading marketing communications agency Havas Worldwide undertook a sweeping global study of perspectives on the changing family unit. "The New Dynamics of Family" explores structural shifts within the modern family, changing family relationships, parenting in the digital age, and the impact of children on consumption habits. Findings include:
- Shattering Tradition: Respondents are worried about radical changes to family structure, particularly the sharp increase in single-parent and single-person households around the globe. The most divisive issue: the legalization of same-sex marriage, which nearly a third of the global sample consider harmful to society while a quarter consider it a good thing.
- Man, Marginalized: Globally, nearly half the males surveyed (46 percent, as compared with 37 percent of women) believe children would be better off if their mothers didn't work outside the home. And 4 in 10 males believe families work best when the father is the "provider," while only a quarter disagree.
- Building Gen Next: Nearly 6 in 10 millennials say they're intentionally raising their children differently from how they were raised—and, on the whole, they think they're better parents than their own parents were. Take that, boomers!
- Family in the Digital Age: The study found serious concerns about the impact of new technologies on children, with a majority agreeing that digital technology and the Internet are ruining childhood, and nearly 1 in 3 respondents expressing concern that technology is destroying family life.
"Nothing is more important than family. But that word has very different meanings for different people," said Havas Worldwide and Havas Creative Group Global CEO Andrew Benett. "To contribute to consumers' lives in a meaningful way, brands must first understand the realities of family relationships and the complexities of parenting in today's digital environments. Those are the insights we'll be sharing with our clients."
"The New Dynamics of Family" draws on findings from an online survey of 6,767 men and women aged 18+ in 20 countries: Australia, Brazil, China, Colombia, the Czech Republic, Ecuador, France, India, Indonesia, Italy, Japan, Mexico, Portugal, Singapore, South Africa, Taiwan, Thailand, Ukraine, the United Kingdom, and the United States. The study was created by Havas Worldwide and fielded by Market Probe International in October 2014.
Prosumer Reports is a series of thought leadership publications by Havas Worldwide—part of a global initiative to share information and insights, including our own proprietary research, across our network of agencies and client companies. For more information or to download the latest white paper, please visit www.prosumer-report.com.
About Havas Worldwide
Havas Worldwide is a leading integrated marketing communications agency and was the first to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. The Havas Worldwide network is made up of 11,000 employees in 316 offices in 120 cities and 75 countries, and provides advertising, marketing, corporate communications, and digital and social media solutions to some of the largest global brands. Headquartered in New York, Havas Worldwide is the largest unit of the Havas group, a world leader in communications (Euronext Paris SA: HAV.PA).
Global Communications Director
SOURCE Havas Worldwide