Carat Reveals The Top Four Trends When Marketing To Families


Carat has released this week a new report on how to market to young Chinese families with children at 0-18 years old. The report presents a series of demographic changes that Chinese families are experiencing nowadays and how these changes can also become an opportunity for brands and their marketing approaches. The research is based on data from National Statistics Bureau, Carat’s proprietary tool CCS Kids and ‘Chemistry’, one of Carat’s qualitative research tools.


The demographic background of Chinese households has changed notably in the past decades. Chinese family size keeps shrinking due to government’s family planning policies, population flow and more open-minded lifestyle of its citizens. Starting from the 2000, most of the households have an average of 3 people, and multi-generation families have been replaced by two-generation families. Moreover, this change seems to be a common pattern in the urban areas due to the population flow from rural areas to the city.

In consequence, small sized Chinese families share four characteristics, according to the report: more work, more responsibilities, more individuality and more open-mind. However, knowing these features and the challenges that young families face can also be an opportunity for brands who want to engage with them.

Chinese modern parents are busy – they want to take care of their family, but also have their own dreams to pursue. Carat mentions in the report that creating commodity and space for young parents is key to reaching them. In contrast to earlier generations, dads are now involved in daily household issues, and moms are independent women with great ambitions. Carat suggests that brands should not see young parents with traditional perspective and accompany them in their journey of becoming a better father and empowered mother.

Finally, marketing to the whole family and not only to the child is also an important perspective that brands should adopt. The report cited adidas’ change from ‘adidas kids’ to ‘Young athletes’ as a great move of tapping into young families. Encouraging children to take their own decision and seeing them growing up seem to be the most valuable achievements for young parents.





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