Advertising Age Article Abstract
Boom in Multigenerational Households Has Wide Implications for Ad Industry
A Look at Who's Making Decisions and the Opportunities at Hand
NEW YORK (AdAge.com) -- Today 49 million Americans -- more than one in six people in the U.S. -- live in households with three or more generations. The percentage is even higher for age groups 25-to-34 and 65 and older, where one in five, or 20%, live in these extended families. As such, the trend could have big implications for marketers virtually across the board in categories from housing to autos, insurance to package goods, necessitating a rethinking of everything from product sizes to how to reach these households and what members within them to market to. ...