That was the message OMD and Yahoo had for marketers during their Advertising Week research presentation on the modern family. The family, according to the survey, is more democratic than ever, with children influencing 50% of all purchases.
"When you think of reaching decision makers you think about targeting a particular type of person. It's the classic 'father makes financial decisions' ... [or] if I'm Kraft or P&G and I have a food product then I'm traditionally going to target females," Wenda Harris Millard, Yahoo's chief sales officer, said after the presentation.
But technology and changing family dynamics and makeup is increasingly allowing everyone in the household to have a say in buying decisions. For example, said Ms. Millard, if a travel marketer wanted to target her family to influence where they spend their next vacation, they'd do best to try to reach her two teenagers. And an airline would be smart to target her husband, who does most of the tactical travel planning.
The 'primary chef'
Another example: The survey found that 74% of women age 18 to 34 consider themselves their household's "primary chef," compared to 93% of women 35 to 54.
"A lot of that is backlash to previous generations where father knew best," said Michele Madansky, VP-sales research, Yahoo.
The study polled 4,500 online families in 16 countries with in-home interviews and scrapbooks that tracked media usage.
Among the study's other findings: