TREND 06
Family reimagined
From single-parent households and co-parenting partnerships to blended families, LGBTQ+ households, chosen families and pet parents, the concept of “family” is shifting beyond biological connections and traditional roles. Today, family is more than those defined by blood, it’s about the people who support you, celebrate you, and share your values.
64% of people worldwide see family as something beyond biology. This evolution reflects a broader movement where relationships are grounded in choice, mutual respect, and shared identity rather than in lineage alone. People are increasingly prioritising bonds that affirm and nurture, embracing the idea that family is defined not by blood but by commitment and understanding.
No matter the form, family is a source of stability, purpose and connection. Whether bonded by birth or choice, family remains an anchor – representing a place where trust, belonging and care are central.
believe family isn’t defined by biology
CASE
Freshpet - You’re all the family I need
US - Food
Freshpet's tagline, “It’s not dog food, it’s food food,” emphasises that pets deserve the same love and care as family members. In a recent ad, a woman tosses her sister out of her van after a comment about the dog’s food. She then tells her dog, “You’re all the family I need,” highlighting the deep bond between pets and their owners.
This changing notion of family is visible across generations, yet Millennials (Gen Y) are leading the way with 67% embracing family beyond biological ties. Having witnessed significant shifts in social norms when growing up – such as increased visibility for LGBTQ+ relationships, rising divorce rates and the emergence of non-traditional households – Millennials tend to see family as a flexible, intentional bond rather than something strictly defined by blood or lineage. These experiences led to a mindset where support, acceptance and emotional connection outweigh traditional structures.
Gen Z
Gen Y
Gen X
BabyBoomers
% believe family isn’t defined by biology
“As a gay man myself, who is getting married next year, I believe family isn’t just about the traditional sense of what the word used to mean. It’s simply a group of people who choose to live together and share values. Maybe raise a child, and so on. So, it’s very open to me.”
Male, Gen Y, BE
CASE
Fisher-Price - FamilyKind
US - Entertainment
The FamilyKind campaign celebrates diverse families through customisable toy sets. Offering 40 figures with various skin tones, hair types, disabilities and more, Fisher-Price invites families to build a toy set that represents their unique family structure.
CASE
Co & Zo - Queer co-parenting
The Netherlands - Media
In the podcast 'Co & Zo', Rick, who’s in a same-sex relationship, and single mom Nina share their experiences with co-parenting. They navigate raising two children across two homes, illustrating the beauty and challenges of new family dynamics.
CASE
Dove - Care makes a dad
US - Beauty
Dove Men+Care celebrates the diverse roles men play in children's lives. Their Father's Day campaign highlights stepfathers, foster dads, mentors and more – recognising all those who embody care. With the message "Care Makes A Dad," Dove Men+Care encourages us to honour the impact of father figures beyond biology, proving that it's care, not just blood, that makes a difference.
Brand takeaway
What does this mean for brands?
Brands need to embrace this expanding definition of family. It’s crucial to move beyond stereotypes and reflect the real dynamics of modern families.
By showcasing authentic stories of different family structures, brands can create genuine connections. It also means rethinking the products and services they offer - ensuring they meet the unique needs of diverse families and make everyone feel seen, valued and supported in their individual experiences.