Data Points: Modern Families

Mixed-race, single parent-run and other nontraditional households are among the fastest-growing family segments. They're also heavier media users, and are more likely to look to media for product information, than traditional families are. But despite their growth and financial clout, many of these newer types of families feel ignored and discriminated against by the ad messages they see, says a new study by Time Inc. and Mindshare, "Connecting with Today's Families." The study found that advertisers have a better chance of reaching these consumers by understanding and leveraging certain shared values like the importance of kids, sensitivity about society's growing diversity and social causes.