Millennium Kids and the Post‐Modern Family

Abstract

A recent study that Informer completed, an edition of the Monitor, was into the modern family. The media constantly inform us of the impending breakdown of the family and diminishing family values. We're led to believe that rising divorce rates and the increase of single‐parent families are evidence that marriage is outmoded and that the traditional family unit is a thing of the past. So what will happen to family life in the future and what will the effect be on children? This paper examines the latest learning on attitudes to family life and establishes the context of kids' home lives. The author also reviews some of the key societal trends that are driving children to grow up faster than ever before and ends with an overview of the implication of these forces in millennium society on marketing and advertising to children.

Citation

Hahlo, G. (1999), "Millennium Kids and the Post‐Modern Family", International Journal of Advertising and Marketing to Children, Vol. 1 No. 3, pp. 229-237. https://doi.org/10.1108/eb027615