Brands are increasingly recognising that idealised visions of family and marriage are no longer effective marketing tools.
New research shows that messaging that celebrates an idealised vision of marriage risks alienating consumers, especially young adults. The number of marriages is declining across almost all Organisation for Economic Co-operation and Development (OECD) member countries.
The Diamond Producers Association’s Real is Rare campaign created by advertising agency Mother New York aims to make the act of gift-giving feel more relevant in this new landscape. Two ads depict heterosexual couples as they give candid insights into their relationships and acknowledge that they may not last for ever.
According to a study by Mother New York and research firm The Sound, Millennials associate diamonds with a ‘fairytale love story that isn’t relevant to them’. ‘We needed to bring this powerful symbol into the modern world by acknowledging that perfection is no longer the goal for a great relationship,’ explains Thomas Henry, senior strategist at Mother New York.
The 20th-century ideal of 2.4 children no longer resonates with consumers and marketing that refuses to acknowledge this is at risk of appearing outdated. Read our Post-family Marketing microtrend for more.