{"id":8693,"date":"2016-12-28T08:39:31","date_gmt":"2016-12-28T08:39:31","guid":{"rendered":"https:\/\/www.valpak.com\/advertise\/?p=8693"},"modified":"2022-12-29T16:04:15","modified_gmt":"2022-12-29T16:04:15","slug":"marketing-to-single-parents","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/marketing-to-single-parents","title":{"rendered":"Marketing to Single Parents Can Be Complicated"},"content":{"rendered":"<p>At the end of 2017, <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/04\/27\/about-one-third-of-u-s-children-are-living-with-an-unmarried-parent\/\">Pew Research<\/a> reported that the number of children today living with an unmarried parent has more than doubled \u2013 up from just 13% in 1968 to 32% in 2017. At first blush it might appear that these households represent a single demographic, and one that is ripe for marketing at that.<\/p>\n<p>In reality, marketing to single parents is anything but simple. As with most things, those that are most successful reaching this group are those that really understand them. Our insights here are only a glimpse at this demographic, so be sure to look at your own data to expand your knowledge with your actual customers (or potential customers) in mind.<\/p>\n<p>Also according to the Pew Research Center, 53% of children living in single-parent homes were living with their mother. Other reports<a href=\"https:\/\/www.aecf.org\/blog\/child-well-being-in-single-parent-families#:~:text=Statistics%20About%20Children%20in%20Single,every%20three%20kids%20across%20America.\"> put the number<\/a>\u00a0of single-family homes at 56%, or 24 million households, but the number of women-led households holds steady. About 46% of mothers are the <a href=\"https:\/\/www.urban.org\/urban-wire\/more-women-have-become-homeowners-and-heads-household-could-pandemic-undo-progress#:~:text=Among%20married%20households%2C%20the%20share,to%2046.1%20percent%20in%202019.\">breadwinners<\/a> for their households, and they tend to be the decision makers for travel as well.<\/p>\n<h2>Tips for Engaging Single Parents<\/h2>\n<p>This is fairly critical to understand when designing any marketing that involves families. Consumers want to see themselves reflected in advertising, and if you continue with the traditional narrative of the nuclear family, your customers will feel more and more estranged from your marketing. Similarly, the narrative of the father as the decision maker in families is one that could alienate mothers with spending power, especially if your competitors offer more compelling creative. Here\u2019s some other factors to bear in mind:<\/p>\n<ul>\n<li>Only<a href=\"http:\/\/www.pewsocialtrends.org\/2015\/12\/17\/2-satisfaction-time-and-support\/\" target=\"blank\" rel=\"noopener\"> 18% of parents<\/a> with no spouse or partner feel they live comfortably.<\/li>\n<li>32% of them feel they afford the basic expenses, and have a little left over for extras.<\/li>\n<li>The number of<a href=\"https:\/\/realdiapers.org\/single-parent\/#:~:text=There%20are%20more%20single%20moms,and%2020%25%20are%20single%20fathers.\">\u00a0single-father households<\/a> is also on the rise, though they represent a much smaller minority\u2014only 20%.<\/li>\n<li>Nearly <a href=\"https:\/\/www.aecf.org\/blog\/child-well-being-in-single-parent-families\">30%<\/a> of single-mother homes are in poverty.<\/li>\n<li><a href=\"https:\/\/www.statista.com\/statistics\/204990\/percentage-of-poor-families-with-a-male-householder-in-the-us\/#:~:text=In%202021%2C%2012%20percent%20of,of%20material%20possessions%20or%20money.\">12% of single-father<\/a> homes are in poverty.<\/li>\n<li>In the U.S., it takes 50 hours of full-time work weekly at minimum wage for single-parent providers with two children to work their way out of poverty. Ergo, single parents are very likely to be time-starved in balancing work with the needs of family.<\/li>\n<\/ul>\n<p>When developing the strategy to start advertising to single-parent households, these insights make a good starting place for aligning your message and creative to a unique audience.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" style=\"width: 100%; max-width: 500px; height: auto; padding: 0px;\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2016\/12\/single-dad-cooks.jpg\" alt=\"dad cooks for his child\" \/><\/p>\n<h2>Acknowledge Their Challenges<\/h2>\n<p>Whether you\u2019re in retail or you run a restaurant, connecting with customers starts by showing you care about their concerns. When you\u2019ve made it a point to show how much you value their business by acknowledging the challenges they face regularly, you\u2019ll earn their loyalty. Just remember, your business\u2019 actions will speak louder than words, so ensure your in-store policies align with the experience you\u2019re promising in your marketing.<\/p>\n<h3>Save Them Time<\/h3>\n<p>Most parents are time-starved, and single parents can be more so than others. If you have ways to increase speed and convenience, capitalize on them. For example, if your restaurant offers healthful food that can be available as fast as fast food, you\u2019re offering single parents a benefit that can fit into their schedules.<\/p>\n<h3>Save Them Money<\/h3>\n<p>One-parent households often rely on just one income as well, so emphasizing affordable price points can go a long way in buying decisions. Remember that you\u2019re marketing to a family, so product or (one-size-fits-all) meal bundles that offer good value for a great price can be attractive.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" style=\"width: 100%; max-width: 500px; height: auto; padding: 0px;\" src=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2016\/12\/mom-holds-baby-grocery.jpg\" alt=\"mom holds baby and grocery bag\" \/><\/p>\n<h3>Make It Easy<\/h3>\n<p>Children are enough of a handful in their own right. Make your business as effortless for parents to access as possible by offering services that can take some of the burden off their shoulders. This could be a delivery service, an app that lets them place meal or product orders right from their phone, auto-recurring services, or reminders in the format of their choice.<\/p>\n<h3>Include Their Kids<\/h3>\n<p>Quite simply, you want your business to be child-friendly (i.e., approachable) even if it isn\u2019t child-care-focused. Consider Ikea: The retail powerhouse isn\u2019t a store for kids, but it features a<a href=\"https:\/\/www.ikea.com\/kr\/en\/customer-service\/shopping-at-ikea\/smaland\/\">\u00a0supervised play area<\/a>\u00a0that ensures the kids have fun while their parent can shop stress-free. Restaurants can provide special offers, such as kids\u2019 meals or desserts for free.<\/p>\n<h3>Ensure They Feel Safe<\/h3>\n<p>The main concern single parents face is always going to be the safety and well-being of their family. Your location and offerings should be kid-safe and preferably judgment-free. If they are, promoting that will also get parents\u2019 attention.<\/p>\n<h3>Engage in Philanthropy<\/h3>\n<p>It\u2019s always a good idea to align with the causes your customers care about, especially if they make sense for your business. Children-focused and family-oriented charitable causes are top choices for engaging this demographic.<\/p>\n<p>Advertising to single parents is a tactic worth adding to your overall marketing strategy. Remember that this is a demographic that\u2019s likely to grow, and you can\u2019t afford to ignore it.<\/p>\n<h2>Get Started Today:<\/h2>\n<p>Begin by auditing your strategy for marketing to single-parent families. How effectively are you reaching this segment right now?<\/p>\n<ul>\n<li>Be sure to keep their unique needs in mind. Meeting those needs and relieving elements of their psychological pain are key to a successful connection.<\/li>\n<li>Work through the tips we\u2019ve listed above. Determine which you can apply to your marketing and in-store experiences now, and which may take time to develop properly.<\/li>\n<li>Take a look at your segmentation and target audience. Do you have marketing campaigns that address different types of single parents?<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>At the end of 2014, Pew Research reported that 34% of children today are living with an unmarried parent \u2013 up 9% in 1960 [\u2026] <\/p>\n","protected":false},"author":2,"featured_media":23675,"comment_status":"open","ping_status":"open","sticky":false,"template":"siege-2018.php","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"class_list":["post-8693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v24.7) - 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