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In addition to making most household purchasing decisions and taking care of their own, mothers thrive in their personal and professional lives. The influence of consumer mothers on their households, their families and even their communities is well known.

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Studies have shown that only 10% of Boomers feel represented in advertising. Yet turbo-retirees enjoy their retirement to the maximum. Their purchasing power is significantly higher than average.

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Childless adults approach life as an aspirational adventure, where the need to surpass oneself and the quest for pleasure combine to multiply enriching experiences. They are free to decide how much they want to spend and what they want to spend at home.

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A combination of parents and millennials, these parents are breaking free from convention to establish their own model based on their own codes. This generation of DIWK (do it with kids) parents continue to take time for itself, assuming more personal and creative parenthood. They don’t hesitate to spend to live an extraordinary experience, and never without their child!

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The tribe family represents an ecosystem of its own regarding values, consumption of goods, and search for brand experiences. Primarily influenced by their children or teenagers, they spend mainly on the family home. It owes its name to the fact that it values activities that involve the whole “tribe”.

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