The den is reserved for a father figure who is the source of wise counsel and advice. Bedrooms are usually used as personal space (often by children) where comforting reassurances are given and problems from confidential nature are resolved. Modern family: The under 25 years of age, married couples age groups are declining. Consumers between 35 and 44 were responsible for the largest increase in the number of households. People are waiting longer to get married. Average age of marriage is now 24 for women and 26 for men. This trend has implications for business ranging from catering to cutlery. Also there are more divorces, and now there are many families in which the kids are living with one parent, or perhaps in some cases one kid is with the mother and the other one with the father. Sandwich generation: In many cases adults are being forced to take care for parents as well as children. In fact, an average is seventeen years caring for children, but eighteen years assisting aged parents. Middle-aged people have been termed the sandwich generation, because they must attend to those above and below them in age. Boomerang kids: In addition to dealing with live-in parents, many adults are surprised to find that their children are living with them longer or are moving back in. These returnees have been termed boomerang kids by demographers. The number of children between 18 and 34 living at home has grown by 1/3 in the last period of years. If this trend continues, it will affect a variety of markets as boomerang kids spend less on housing and staples and more on discretionary purchases like entertainment.
VARIETY
Families with pet(s): Many people are extremely attached to pets. Even to the point where domestic animals might be considered as a part of the family. The inclusion of pets as family members creates many marketing opportunities ranging from bejewelled leashes, pet clothes, accessories, to professional dog walkers.
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