The transformation of the family is reshaping the global consumer landscape. Projections indicate that, by 2040, couples – whether or not they have children – will comprise just over half of all households and nearly two-thirds of total spending. Yet, the modern families will be smaller, more diverse, and value-driven, compelling brands to reconsider their approaches to fostering connection, loyalty, and growth.
By 2040, it is projected that couples will represent 51% of all households and account for 61% of total household spending
Forces behind the new family
The traditional nuclear family is no longer the default. In 2025, couples with children still made up the largest group, but their share is set to fall from 36% of households to 33% by 2040. In developed markets like the US and UK, this figure is already as low as 16% and 15%, respectively. Four powerful forces are driving this shift: demographics, economic pressures, changing social norms, and rapid digitalisation.
The article is property of Euromonitor International, a data analytics company, and you can find it here.
