Navigating the new norms and markets for tomorrow’s families

Download the full What The Future: Family issue

The concept of family is in flux as younger generations skip traditional partnerships and redefine family bonds beyond blood or legal ties. Simultaneously, the aging population will outpace the young, creating a daunting caregiving gap. These dynamics are reshaping spending and tech use, especially as Gen Alpha and Beta rise. For policymakers and brands, these issues demand fresh strategies to better connect with all types of households and support their needs.

In What the Future: Family, we explore how leaders can move beyond outdated norms to capture new opportunities. We analyze generational impacts on consumer behavior and show how policymakers and brands can play pivotal roles in modern family life, especially those families defined by choice.

For businesses, the stakes are high. Failure to adapt means missing key opportunities to engage families while companies that innovate around these evolving concepts of family and belonging can tap into new markets and drive growth in a diverse society.

Read on to learn more or register for our companion webinar on January 22.

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For full results, please refer to the annotated questionnaire or the Ipsos Future of Family Survey data tables. 

Introduction

Why tomorrow’s family could be a radical shift from the past Matt Carmichael, editor, What the Future

Shifts

Shifts: Evolving from the nuclear family model Brand insights from Ipsos Strategy3's Matt Palmer

Interviews & Features 

How Gen Alpha and Beta will drive new family norms Steven Ruggles, regents professor, University of Minnesota	Credit: John D. and Catherine T. MacArthur Foundation
New views on family are changing how Americans shop and celebrate Brand insights from Ipsos’ Karin O’Neill
How business can help families through the looming caregiver crisis Rita Choula, senior director, caregiving, AARP Public Policy Institute
Why family caregivers need a financial lifeline, and how brands can help Brand insights from Ipsos’ Mallory Newall
How different Gen Beta personas could define the future Joana Lenkova and Alexandra Whittington, futurists
AI chatbots steer shoppers to brands. Here’s how to join the conversation Brand insights from Ipsos' Marsha Robie
Screen time is families’ biggest tension. Here are 5 reforms they need Marissa Edmund, state policy lead, Family Online Safety Institute
Questions for the future  Brand insights from Ipsos experts