Trusted Media Brands Research Finds 71% Of U.S. Families View Increasing Diversity As A Positive

Majority of households are embracing cultural diversity and re-defining family traditions

News provided by

Nov 28, 2018, 12:41 ET

NEW YORK, Nov. 28, 2018 /PRNewswire/ -- Trusted Media Brands, a leader in consumer-driven multi-platform media content, in partnership with Kantar Consulting, today released additional findings of a multi-phase study on American families. "Cultural Exchange: A New Blend of Family and Tradition" is the second release of a three-part research series on "The Modern Family" that delves into the nuances of modern family life, makeup, and shifting behaviors. This comprehensive study is redefining common perceptions of quality time, the evolving meaning of home, desired experiences, and the role of diversity in the family.

"Cultural Exchange: A New Blend of Family and Tradition" offers a counter-narrative to the rhetoric of cultural divisiveness that dominates today's discourse. The survey finds that the clear majority of today's modern families—regardless of ethnic makeup—are adapting to, accepting, and even embracing diversity in their homes and lifestyles. The full report is available here.

Nearly three-fourths (71%) of modern family members agree, "I see the increasing diversity in the country as a positive thing for me and my family." This number rises to 83% among multi-cultural families.
Modern families are increasingly open to other cultures: 73% of all families with kids in the household agree, "I try to educate myself and my family about traditions and celebrations that are different from ours."
Modern families are redefining "family" and traditions: Seven in 10 (72%) agree, "My family creates its own unique celebrations." Among Millennials, born between 1979 and 1996, fully half (50%) include pets as being part of their family, and 39% of them consider friends as family members.

"Trusted Media Brands, with category-leading brands such as Reader's Digest, Taste of Home, and Family Handyman, continues to lead the discussion on how brands should connect with the American family. In this new research, we've uncovered an overwhelming yet under-reported acceptance of difference and demand for inclusivity that is a common thread in today's modern and diversified families," said Bonnie Kintzer, president and CEO, Trusted Media Brands.

Trusted Media Brands offers insights to guide the marketplace response to cultural exchange, highlighting the need to:

Celebrate Unity and Community: Brands can play a vital role in facilitating connections and highlighting the ways that diversity and difference enhance American family life.
Fuel New Tradition: Brands can and should seize this opportunity and provide modern families with more moments that matter in a highly personal manner.
Go Beyond the Surface: A starting point for brands wanting to address this diversity gap is to develop a deeper, more sophisticated understanding of cultural nuances. But as the nation's demographics shift, brands will also need to reflect these changes in their boardrooms and decisions if they expect their efforts to resonate.

Research for the Trusted Media Brands "Modern Family" series was led by the company's Insight Lab which is dedicated to producing breakthrough consumer and B2B insights in an era of accelerated change. The research data came from the following three sources: A custom, online survey of 3,500 American adults 18+ in families conducted from July 18 to July 27, 2018 (Note: "Family" was defined as two or more adults living in a household, with at least one being a family member or spouse); 250 qualitative interviews with 50 people through the Voxpopme platform; annual and quarterly surveys from Kantar Consulting's U.S. MONITOR, an ongoing source of insights about the changing attitudes, values, and lifestyle of the American consumer.

The first "Modern Family" research, "Home-basing: Staying in is the New Going Out," is available here.

The Trusted Media Brands Digital Network broke a new traffic record in October 2018, reaching 64 million UVs, according to comScore. This is a 16.7 percent increase from October 2017.

About Trusted Media Brands, Inc.
Trusted Media Brands, Inc. comprises a network of engaged, active readers who genuinely connect with its blend of uplifting and expertly-curated family, food, health, home improvement, finance and humor content digitally, via magazines and books, social media, and events and experiences. Founded in 1922 by DeWitt Wallace as Reader's Digest Association, one of the first user-generated content publishers, Trusted Media Brands, is headquartered in New York City. For more information, visit www.trustedmediabrands.com.

Media Contact:
Becky Wisdom
[email protected]
646-518-4224

SOURCE Trusted Media Brands