The Family Room's New Study of Millennial Parents Indicates Multicultural Segmentation Is Becoming Emotionally Irrelevant in the Marketplace

NORWALK, Conn., Nov. 2, 2017 /PRNewswire/ -- Findings from a recently concluded study of Caucasian, Hispanic, and African American parents released by The Family Room, a Norwalk, CT-based strategic research and brand consultancy whose insights are sought by clients including General Mills, McDonald's, Mattel, Viacom, Whole Foods, and the U.S. Department of Agriculture, conclusively indicate that, in the last five years, parental concerns, previously segmented along cultural lines, have become strikingly universal.

At the core of The Family Room's work is a ten-year project mapping the shifting emotional landscapes of kids, tweens, teens, moms, and dads around the world. What The Family Room calls their "Passion Point™" study provides a fascinating window into the soul of families. These insights into the evolution of the emotional priorities of families provide an invaluable roadmap for marketers.

"This irrefutable universalism we have uncovered means that multicultural marketing is beginning to outlive its usefulness," says George Carey, founder and CEO of The Family Room. "Five years ago, the emotional landscape and priorities of Hispanic and African American parents were considerably different from those of Caucasian parents so, it made sense to market products and services differently, but worldviews have radically changed since then. Concerns about job security are up 25% among Caucasian parents, closing a cultural gap in economic anxiety, and where there was once a large difference in how much more African American parents feared for their children's safety than Caucasian or Hispanic parents, the fear gap has completely closed. Today 89% of Caucasian parents, 89% of Hispanic parents, and 90% of African American parents say they worry about 'my child's safety when I'm not with them.'  There is evidence of another landmark cultural gap closing, and like the others mentioned, this one is not for the better. Today, 68% of Caucasian parents, 74% of African American parents, and 80% of Hispanic parents worry about preserving their families' civil rights."

Carey says marketers need to understand the significance that Millennial parents, regardless of their cultural group, share the same fears. 

"The takeaway for our clients is that they need to stop segmenting cultural groups and focus on addressing the universal concerns of Millennial parents, which our 2017 Passion Point™ study concludes are: safety, security, the closeness of family relationships, teaching children to solve problems on their own, and raising children to be good people. It no longer makes sense to send different messages to Caucasian, Hispanic, and African American parents, they are all speaking the same emotional language: fear."

For more information about The Family Room and details of this 2017 Passion Point™ study of Millennial Parents, or The Family Room's 2017 Passion Point™ study of Gen-Z, please visit www.familyroomllc.com.

Media Contact: Judy Tashbook Safern at LeadingThinkers  (214) 592-2125
[email protected]

SOURCE The Family Room

Related Links

http://www.familyroomllc.com