Expertise

Modern Family: Making The Connection

By 
Sarah Miller

Today’s family is not the nuclear family comprised of mom, dad, two kids, a cat and a dog. The modern family’s definition is broader and more inclusive.

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Today’s family is not the nuclear family comprised of mom, dad, two kids, a cat and a dog. The modern family’s definition is broader and more inclusive.

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When a client came to us with a brand revitalization assignment targeting families with kids, we took an extra step and unearthed the family construct of the modern day. We moved past just looking at families with kids and worked to understand how families are built, what connects them and just what those families look like – do they really all have kids? We knew that if we were going to evolve the brand so that it spoke to today’s consumer, we had to ensure we were grounded in the human truths specific to today’s consumer.

What we found gave us insights that extended well beyond the assignment. We crafted a rich perspective on how the modern family is defined. As we used these truths to guide how we relate to our audience, we were able to find beautiful examples of brands infusing these learnings well in their marketing efforts. While looking for inspiration, we also uncovered places where brands were not applying a present-day view and unintentionally furthering stereotypes. Here’s what we learned on our journey to connect the brand with the consumer.

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A Family Portrait

In 1970, 67% of Americans fit the definition of the nuclear family – mom, dad, kids and a dog (Pew Research). Today there is no longer one standard family type. Families are a mixture of single-parent families, married with kids, married no kids, blended families, adoptive families, same-sex families and cohabitating, unmarried families. The change in family dynamics is reflective of the changes in beliefs, values and traditions. Overall, there is more pessimism about marriage. Younger generations don’t believe marriage is necessary to live a fulfilling life. Society is becoming more and more accepting of non-traditional family units, welcoming the LGBTQ+ community and shifts in gender roles and expectations.

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DINKS Debunk Stigma

The nickname Dual Income No Kids (DINKs) has become a badge of honor for many who are intentionally choosing not to have kids at all. They may be married, they may be cohabiting, but one thing is clear: kids are not a part of their plans for the future. There are a number of cultural impacts that have led DINKs to this preferred way of life. Many are troubled by economic uncertainty, political unrest and the loneliness epidemic. They simply don’t want to bring a child into all of this chaos.  

For others, they have a number of dreams, aspirations and goals for themselves, and kids don’t fit into that vision. They don’t feel they have the time or resources to have children and still do all the things they want to do. They’ve embraced the scarcity mentality, assuming there’s just not enough to go around. While scarcity can lead to fear, anxiety and stress believing things like time, money, opportunities or even love are all limited or will one day run out, this is the brutal reality many have accepted. When looking at the US childcare system and the options they have for support, they find ample ammunition to stay childless and focus on themselves and the people they care about.

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Dog Is My Copilot

While the fertility rate has hit a historic low, pet ownership continues to reach new highs. 70% of American households now have pets, which is up from 56% in 1988. In fact, as many as 70% of Gen Z prefer to adopt a pet rather than have a child. (National Association of Realtors)

The bond between pets and pet parents is significant with as many as two-thirds of dog owners stating their dog is more important than any human in their lives. Pets provide steady, reliable companionship and unconditional love. For pet parents, the bond combats the uncertainty and loneliness many face, all from the comfort of home. People are able to be who they are in an environment that’s comfortable for them, without having to push themselves to be someone they’re not. Pets love their owners right where they’re at, exactly like they are.

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Building A Village

The definition of family has also shifted to be broader and more inclusive. Family is no longer limited to kinship and blood relationships. Many are choosing their families, or at least who they view as family. Several societal factors have led to this extension: decline of traditional institutions like religion or other tight-knit communities, the idea of “chosen family” embraced heavily by the LGBTQ+ community, tech isolation and the loneliness epidemic where people are searching out human connections like never before. In response, we see people cling to others who share their beliefs and values, focusing on the things they have in common and building relationships based on genuine connection and shared life experiences. These individuals become their family, and we see them join together for things like “Friendsgiving.”

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Brand Response

Whether intentional or subconscious, brands have depicted this new definition of family in meaningful ways. When done well, we see an authentic view of family, with emotional connection and storytelling that portrays an accurate picture of the world we live in. This approach works because people see families that look like theirs, talk the way they do, and share their beliefs and values.  

Unfortunately, not every brand is keeping up with modern convention and dynamics. In 2024, we still saw 71% of women depicted in advertising in domestic or family roles, with only 20% in professional or leadership settings (CreativeX: Gender in Advertising Report 2025). Brands sticking to what’s comfortable and expected are all too often unintentionally perpetuating gender norms and stereotypes.  

Here's a look at few brands taking a modern approach to family, and one brand who may need to freshen things up a bit:

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Starbucks

Looking back to the holidays, Starbucks knocked it out of the park with its broad representation of the people in our lives who matter most. When you watch the spot, there are a few scenes that show traditional family member definitions (sisters or child/parent). But even those scenes avoid stereotype or cliché and allow the viewer to create the story. The spot puts the focus on the people we care about most – regardless of relationship. There’s a feeling of celebration and a demonstration of some of the ways you can show love even if you don’t share the same DNA.

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Freshpet

The recent Freshpet campaign does a phenomenal job of accurately portraying the pet’s role in the modern family. The campaign is built around the insight that many feel their dogs are more important than any human in their lives. While reinforcing the fresh quality that comes from Freshpet’s food being refrigerated, the spots have fun showing the pet owner kicking out the other human who dares to poke fun at the refrigerated dog food. Amidst the playful execution, the bond between dogs and dog parents is authentically displayed.

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Cheerios

The General Mills brand, Cheerios has been warming our hearts with loving reflections of family for years now. We’ve seen engaged dads taking care of their kids with sweetness and joy, rather than just being the punchline of a joke. Their most recent Cheerios spot follows this recipe for success with a new take on authentic family moments. Cheerios features an interracial couple, that is in tune to their dog. The family chooses to go on a walk in the rain, sticking to the beloved family routine and having a joyous experience in the meantime. Not only does the spot feature ethnic diversity reflective of today’s world, but it shows the importance of the pet relationship and a different take on family.

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Tide

America’s #1 laundry detergent brand still has mom doing the laundry and answering all of the questions – even dad jumps in with a question of his own. This spot portrays the traditional family with mom serving in a domestic role. Nothing new to see here that hasn’t been played out since the 1950s. The laundry may end up smelling fresh and clean, but Tide’s take on the modern family is anything but fresh.

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Connecting The Dots

According to the Edelman Trust Barometer, over 60% of Americans want to see brands celebrate what brings us together and emphasize our common interests. They believe this would strengthen the social fabric of the country. Part of this shared identity comes from authentically depicting what today’s family looks like, moving past gender norms, stereotypes and dated representation. Brands have an opportunity to lean into inclusive viewpoints where everyone, regardless of family dynamics, ethnicity or sexual orientation can find themselves represented in a real and authentic way.

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