The annual Family Report from leading family specialist PR and marketing agency Azaria has revealed that the last year has seen families focusing on quality family time.
The 2021 report, which provides exclusive insight into UK family life, covers everything from shopping behaviours to social media activity and the effects of lockdown restrictions.
Azaria shares these observations – which were gathered from over 2,000 parents – to help brands better understand consumer mindsets, particularly during a period of significant change.
The key outcome was a focus on quality family time, with overall agreement that 2020 created opportunities for families to spend time together like never before.
Other key take-outs included 68% of parents saying that lockdown had impacted upon their mental health, with almost 50% intending to practice more self-care in the future. More than half of those surveyed expressed a loyalty to a brand, while 6 out of 10 purchase a product after seeing a social media advertisement.
“It has never been more interesting to run our annual Family Report,” said managing director Amber Steventon. “In a year that will go down in history for many reasons, our survey reflected the positive and negative impact of the situation.”
She continued: “While the digital world connects families, friends, colleagues and businesses, the desire to meet, see smiles and hug remains stronger than ever. One thing we know is that people will continue to have babies and brands that can adapt will remain strong.”
Click here to see the full infographic which highlights the habits of the average UK parent.
