New views on family are changing how Americans shop and celebrate

Download the full What The Future: Family issue

If today’s demographic trends continue, the future U.S. will have fewer marriages, fewer parents and more single-person households. Ipsos research shows that those living alone are more likely to consider friends as family (54%). As social structures evolve, how people celebrate and who they get gifts for will change, too.

These new attitudes toward family and life milestones are shaping younger Americans’ relationships and their spending. To truly connect with Gen Z, retailers need to understand and adapt their offers to those shifts.

Qualitative research delivers this insight, but traditional methodologies have limits on scope, staffing and timing. Ipsos’ AI Co-Moderator bridges this gap by combining both human and AI moderators to interact flexibly with respondents, in context. That can help brands get faster answers with more varied insights, whether they want to capture the nuance of family celebrations, “Friendsgiving” or everyday social life. Then, they can develop their strategies to resonate with those needs.

For further reading

• What the Future: Indulgence
• How Americans are approaching the holiday season
• Just one in four plan to spend more money on gifts this holiday season