We probably don’t have to tell you that families around the world come in many different shapes and sizes. No matter where you go or what language you speak, families are important. That’s why so many marketing campaigns and advertisements are centred around family, whether the goal is to sell a product, a service, or an idea.
However, different cultures have different family structures and values. So, if you’re trying to sell to an international audience, your marketing may have to adapt.
With that in mind, let’s take a look at the similarities and differences in families around the world.
Families Around the World: Two-Generation Families
In the US, the UK and similar Western cultures, when we think of “family”, we think of one or two parents and their children.
This is a “two-generation” or “nuclear” family. Children usually move out of their parents’ homes either when they reach adulthood or after they marry.
Relationships with other family members, like grandparents, are still valued, of course. But the nuclear family usually lives by itself. So, those extended family members may not be present on a day-to-day basis. And parents make the purchases and decisions for the household.
Of course, even amongst two cultures that favour the nuclear family model, acceptance of different types of nuclear families can vary. For example, single parents are much more common in some countries than others. That includes some places that might surprise you, like Africa. And in some countries, families with same-sex parents are accepted and valued. Read more