Almost two-thirds of people say the portrayal of families in ads is stereotypical, Folk Wunderman Thompson study finds
Irish Life’s recent female health campaign, created by Folk Wunderman Thompson, included a same-sex couple. The traditional family structure of mixed-sex parents and children only accounts for 36 per cent of Irish households. Photograph: Folk Wunderman Thompson
Some 63 per cent of people say the portrayal of families in advertising is stereotypical, with 70 per cent of child-free families and 71 per cent of families headed by same-sex couples believing that this is the case. Eimear Fitzmaurice, head of planning for Folk Wunderman Thompson and a co-author of the report, said there was “a huge opportunity” for brands to catch up with the rise in blended and divorced families, single-parent families, same-sex families and child-free families.
One of the positive examples cited is Disney, which in 2021 began a trilogy of advertisements focusing on the experiences of a blended family as they prepare for the festive season. Almost 80 per cent of people surveyed for the agency by Bounce Insights agree that you don’t have to have kids to be a family, 78 per cent agree that family is no longer defined just by blood or marriage and 68 per cent consider some of their close friends to be their family.
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