Family 2014: “PANKS,” “PUNKS” and Pinch Hitters?
NBCUniversal research finds American family landscape has transformed; yet today’s parents also aspire to “Modern Traditionalism”
Shares insight with ANA Alliance for Family Entertainment, coalition of nation’s largest family marketers
NEW YORK--(BUSINESS WIRE)--The American family is more diverse than ever. With more single-parent, dual-income and “mix-mash” families in the U.S., there is a growing army of others—grandparents, older siblings, godparents, PANKS (Professional Aunts No Kids), and PUNKS (Professional Uncles No Kids)—pinch-hitting in the effort to raise the next generation. The pioneers of parenthood, 21st century style, are modern dads, now demanding to be hands-on in the bringing up of their children.
“While marketers must adapt their communications to reach new family influencers like PANKS and PUNKS, the basic blueprint has never been more relevant.”
These are some of the key findings from NBCUniversal’s Curve, a trends and insights practice within NBCUniversal that publishes reports of “what’s ahead in consumer culture,” which was shared yesterday with members of the Association of National Advertisers (ANA)’s Alliance for Family Entertainment (AFE). AFE is a powerhouse group of national marketers that has achieved considerable success in the past 15 years developing and supporting quality programming about modern American family life across all content distribution platforms.
Interestingly, the NBCU research revealed that, even with all of the profound changes in the definition of family, today’s parents still aspire to raise children in a traditional way, a trend NBCUniversal calls “Modern Traditionalism.” More than six out of ten moms describe themselves as “very traditional.” Two-thirds (66%) of moms stated they would prefer to be stay-at-home moms rather than working moms. Even more telling is the finding that more than one out of every three dads now feels the pull of “Modern Traditionalism,” with 36 percent stating they would prefer to be stay-at-home dads.
“Insights like those in the Curve Report help our industry to be better positioned to meet the needs of family-driven brands,” said Walmart Chief Marketing Officer Stephen Quinn, chairman of the board of the ANA who was named AFE chairman late last year. “By collectively understanding today’s family, we can deliver to consumers more family programming as well as an effective advertising environment for AFE members.”
"We presented our Curve Report findings to the AFE because they reflect the diverse fabric of the American family and continue to be a big focus in our programming across the NBCUniversal portfolio," said Linda Yaccarino, president, advertising sales, NBCUniversal. "Together we all need to stay ahead of these timely trends so we can better serve our audiences."
“The AFE applauds the efforts of our media partners to share knowledge of what has changed and what remains the same in the lives of American families,” added Gail Tifford, Unilever’s senior director of media, North America and co-executive director of the AFE. “While marketers must adapt their communications to reach new family influencers like PANKS and PUNKS, the basic blueprint has never been more relevant.”
NBCUniversal and the AFE are working together to apply these insights to understand and communicate with the ever-changing American family.
About the Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, ANA's membership includes more than 565 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA pursues “collaborative mastery” that advances the interests of marketers and promotes and protects the well-being of the marketing community. For more information, visit www.ana.net, follow us on Twitter, or join us on Facebook.
ANA Alliance for Family Entertainment (AFE)
The ANA Alliance for Family Entertainment (AFE) is a coalition of national advertisers, supported by the ANA, which represents 37 percent of all U.S. television advertising dollars. With members including American Licorice Company, The Coca-Cola Company, Crayola, Kellogg Co., Post Foods, Procter & Gamble Co., State Farm Insurance, Subway, Unilever, Verizon Wireless and Walmart, the group’s mission is to find, nurture, develop, and support high-quality content the entire family can enjoy on multiple distribution platforms. Since its inception in 1998, the AFE has utilized its collective member strength to bring to air more than 20 prime-time broadcast network television hits, keep innovative family content in the development pipeline, team with YouTube for the industry’s first family content partnership, and create the annual “Search for America’s Newest Scriptwriter” contest, the nation’s only competition for non-union storytellers.