Four in ten Romanians living in the city consider they are part of a modern family, says a study conducted by MullenLowe in partnership with iSense Solutions, within Bold by Lowe Group platform. Although 54 per cent of the respondents think their family is rather traditional, 63 per cent of them would like to have a modern family.
„The study confirms that in Romania belonging to a modern family is an aspirational attribute. On one hand, we have analysed how the Romanians perceive the modern family and on the other hand how it actually looks like in reality in order to generate the insights that might really help brands adjust their communication for this category of audience. At the same time, we followed the consumers’ reactions while seeing commercials with sensitive issues related to the representation of the modern family in the communication, to identify the areas with the largest potential for promotion,” said Adrian Chiuhan, Head of Strategy, MullenLowe.
In the Romanians’ perception, a modern family (66 pc) is more open to resort to guidance than a traditional family (6 pc), in the modern family the couples are less constrained to get married (61 pc) than in the traditional ones (6 pc) and in the modern families there is a higher freedom of speech (54 pc vs 9 pc).
At the same time, subjects think that in a modern family children have unlimited access to technology (64 pc bs 5 pc in the traditional family) and their opinions are important in the family’s decision-making process (49 pc vs 10 pc).
There is the perception that in a modern family children are more closely monitored (56 pc vs 12 pc), teenagers are more encouraged to choose their career by themselves (52 pc vs 7 pc), while parents are preoccupied to learn about parenting (49 pc vs 9 pc). Modern families are also more open to child adoption (55 pc) compared to traditional famillies (44 pc).
Instead, most of the Romanians consider that in a traditional family, parents raise their children with the help of the grandparents’ advice (55 pc vs 6 pc in a modern family), that there is a closer relation with the extended family (50 pc) and that husbands earn more compared to their wives (44 pc) unlike in the modern families (10 pc).
Pets are considered a family member both in the modern (41 pc) and traditional (38pc) families, but modern families allot more money to their pets than the traditional ones (31 pc to 25 pc).
„Despite the general perception, modern families are communication with their relatives on a daily basis, more than the traditional families, and are more preoccupied with spending their spare time together. That’s why, they prefer to outsource their household duties to have more spare time and they focus less on the goods they possess,” said Andrei Cânda, Managing Partner, iSense Solutions.
Therefore, less modern families have a house or an apartment (66 pc) than the traditional pones (78 pc), or a car (62 pc to 69 pc), but modern families are more interested in the saving/insurance plans (53 pc to 47 pc), and are also more preoccupied with obtaining a financial safety before marriage (71 pc vs 64 pc).
This is one of the main reasons for which youngsters from the modern families are getting married later. At the same time, more young modern couples plan to embark only to civil marriages.
Regarding the household duties, modern families are ordering more food at home (33 pc) than the traditional ones (22 pc), prefer online shopping (22 pc to 18 pc), hire nannies (15 pc to 10pc) or resort to cleaning companies (17 pc to 11 pc).