Bold by Lowe Group Study: How does the modern family look like in Romania

Newsroom 15/05/2017 | 15:02

Four out of ten Romanian in the urban area consider that they are part of a modern family, shows a study done by the agency MullenLowe in partnership with iSense Solutions, under the Bold by Lowe Group platform. Moreover, 54 percent of them believe they are part of a traditional family and 63 percent of them would want to have a modern family.

„We’ve analyzed, on one hand, how the Romanians see a modern family, and, on the other hand, how does the study look in reality, in order to generate insights that can truly help the brand adapt their communication to this public category,” said Adrian Chiuhan, head of Strategy, MullenLowe.

Romanians believe that a modern family is more open to go to counseling than a traditional family (66 percent vs. 6 percent), the couples feel less the need or constraint to get married (61 percent vs. 6 percent) and there is a greater freedom of speech (54 percent vs. 9 percent).

Moreover, Romanians believe that in a modern family children have unlimited access to technology (64 percent vs. 5 percent in the traditional families), and their opinions are important in the family’s decisions (49 percent vs. 10 percent). Still, the children are more attentive when they are supervised (56 percent vs. 12 percent), the teenagers are encouraged to choose by themselves their career (52 percent vs. 7 percent), while the parents are preoccupied with learning about parenting (49 percent vs. 9 percent). At the same time, the modern families are open towards adopting children (55 percent vs. 44 percent).

In reverse, the most Romanians consider that, in a traditional family, the parents raise their children with the help of the grandparents advices (55 percent vs. 6 percent in the modern families), having a closer relationship with the extended family (50 percent), while the husbands earn more than their wives (44 percent vs. 10 percent).

The pets are considered to be part of the family, both in the modern one (41 percent), as well as the traditional one (38 percent), while the modern families have as financial priority the expenses for pets more than the traditional families (31 percent vs. 25 percent).

„Despite the general perception, the modern families communicate daily with the relatives, more than the traditional ones, and are more preoccupied with spending their time together,” explained Andrei Canda, Managing Partner, iSense Solutions.

The modern families own, in smaller percentage than the traditional ones, a house or an apartment (66 percent vs. 78 percent), a car (62 percent vs. 69 percent), but they are more interesting in savings / insurance plans (53 percent vs. 47 percent) and are more preoccupied by obtaining a financial security prior to the marriage (71 percent vs. 64 percent), this being one of the main reasons for whom the young people are getting married later on. Moreover, more young people coming from modern families are planning to get married only in a civil ceremony (22 percent vs. 14 percent).

When it comes to the household chores, the modern families, more than the traditional ones, are ordering home delivery food (33 percent vs. 22 percent), do the shopping in online supermarkets online (22 percent vs. 18 percent), hire nannies (15 percent vs. 10 percent) or pay for house cleaning services (17 percent vs. 11 percent).

The study was realized by the company iSense Solutions, exclusively for the Lowe Group, on a sample of 820 respondents in the urban area, aged 18 or more. The data was acquired online via the Panel. The results of the study have an error degree of +/-3.42 percent.

Romanita Oprea

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