Decisions, Decisions
With changing attitudes towards traditional views of gender roles, the balance of purchase influence within modern UK households has shifted from a rigid structure, to a more of an equal and collaborative approach.
Exploring shared influence in household decision-making
With the rise of multigenerational families living together under the same roof, and changing attitudes towards traditional views of gender roles, the balance of purchase influence within modern UK households has shifted from a rigid structure, to a more of an equal and collaborative approach.
Our latest research series Decisions, Decisions deconstructs how modern household decisions are made, and the evolving role of media channels in effectively influencing these choices. Explore the key findings of the new research below.
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The balance of power
Over the decades, we have witnessed a shift towards greater equality in both our domestic and public lives. Our quantitative study of UK 1000 respondents (with family households of 3+ people) uncovered new insights into how these modern household decisions are made, and the evolving influence of media channels.
Everyone has a say
The modern-day household encourages collaboration, rather than depending on one sole decision maker to absorb all purchase responsibility. People perceive they hold between half to three-quarters of total influence in the decision-making process, leaving the remainder to the rest of their household members. In fact, parents state for every purchase decision made, every family member has some form of influence or opinion to be considered.
50
influence in household decisions typically held by one individual in the household
79
agree it benefits the household to hear from different members when buying items
75
agree having shared knowledge of the same product/brand unites opinions
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