Diversity In Families Is Beyond The New Normal.

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Today’s families are more blended than ever. Some 3 million (37% of) lesbian, gay, bisexual and transgender adults have had a child at some point in their lives, according to the Williams Institute. Among women under the age of 50 who identify as LGBT (and live alone or with a spouse/partner), about half (48%) have a child younger than 18. Some one-in-five LGBT men say the same. A sense of family remains an extremely important bedrock to all Millennials regardless of gender (with 4 in 10 Millennials saying that they consider close friends, coworkers and even pets as family members – Havas), however, 1 in 3 (and 1 in 4 of boomers) believe that marriage will become obsolete.  The modern family of today is a multigenerational, multi-ethnic, fluid unit that suffers none of the stigma and boundaries faced by older generations. The key here is family.

Tapping into the concept that “friends are the family we choose”, Havas recently shared an interesting point of view that really speaks to the role brands can (and some might argue, should), think of how to influence and encourage a different, more open, and tolerant society where diversity is the new normal. “What if seeing the Tiffany & Co. or Honey Maid commercials could make everyone, including our children, feel more positive about same-sex couples? What if the Always #LikeAGirlcampaign could help empower young girls and eventually change perceptions about women’s role in the household? A deeper understanding of how the concept of family is changing could help brands actively contribute to social progress.”

Image: Tiffany & Co commercial 

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