Time & Moments

Families are looking for meaningful moments and family rituals rooted in routine. As parents, they are looking for inspiration, guidance, and solutions to carve out time to create these moments and rituals which emerge to strengthen the family as a whole. These moments of connectivity build a resilience that helps families through the challenging moments in their lives.

Connectivity & Community

Families want to be—and be perceived as—good parents and prioritize their role as such. Young families also strive to lead connected lives, which is a key measurement of success for them. They place a high degree of importance on finding their passion and doing good, which significantly impacts how they approach their families and the role of parenting. The need for connectivity and meaning in life drives their immediate family interactions and spills over into broader definitions of family to include friends, coworkers, and communities, often defined by shared interests or faith. In short, families are looking for a group to “do life” with.

Encouragement & Investment

Families are looking for help with life. Kraft has recently launched a new campaign called Family Greatly where the word "family" has become a verb. Family Greatly creates an environment where perfection is overrated, telling parents that it doesn’t matter how they family, if it is done with kindness, conviction, and purpose. Encouragement and Investment should be focused into these three categories: Finances, Marriage, and Parenting.

Meaning & Value

Families will only invest in what’s intentionally meaningful. Ministries need to stand for something to appeal to the meaningful connection parents desire.