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#SquadGoals Meeting the needs of the modern British family
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Haygarth and Flamingo
Families
The thinking behind this initiative We wanted to conduct research into the family lives of those with kids aged 10-16. This was driven by three key points:
* * * Our role Help brands make a positive impact on (difference to) family life
Family life is comprised of many daily moments and life defining events
Daily moments Life defining events
Families
Balancing the needs of individuals vs. the family For today’s families it’s important to nurture the needs of individual members as well as the unit as a whole
95% agree ‘For a harmonious family life you have to balance the needs of each member of the family with the needs of the family unit’
Families
A delicate democracy of compromise, negotiation and collusion Today’s families have shifted from the traditional parent-led autocracy to a democracy focused on achieving overall family harmony
91% agree ‘Successful families are built on negotiation and compromise’
Families
An ongoing challenge to balance practical and emotional needs It is important to balance the more immediate needs that keep the show on the road with the things that feed the family’s deeper emotional requirements
“We always try to eat together but it’s hard because of Leslie’s hours. She either starts at 6 in the morning or at 6 at night. Jake and I will always try to be around to have dinner with Leslie when we can but sometime she has after school activities.” - The Wildleys
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