Share This Article

New normal: fusion culture and the redefinition of the American household

New normal: fusion culture and the redefinition of the American household

A "new normal" characterizes many facets of our culture today, notably politics, a changing middle class and most especially the changing face of the American family. Today’s households are less traditional — with “diverse” household compositions reflecting the new normal in terms of composition and ethnicity.

The American family many of us think we know — often some version of the “traditional” nuclear family with a married heterosexual couple with children — is no longer accurate. Nor will it ever be again. We would even go a step further and suggest that there really is no more a generalizable American family.

The American household is undergoing dynamic changes. The majority of American households, for example, are now child-free. If any single thing defines family structures today, it is diversity, and the fundamental lack of any one dominant type of family structure can be considered emblematic of the new normal.

If this is the type of data and insights you need on a regular basis, then you should explore our Hartman Retainer Services program as your premier resource for knowledge about consumers and trends. Contact Shelley to learn more.

Click to view full infographic»

Questions? Want more information? Contact:

Blaine Becker
Senior Director of Marketing
425.452.0818 ext 124


Consumer Demographics Food & Beverage Occasions Consumer Package Goods Trends


Health + Wellness 2017 updates and extends The Hartman Group’s previous work, showing changing attitudes, behaviors and emerging trends. We will also apply our signature “ahead-of-the-curve” thinking for marketing health and wellness solutions to consumers with our inclusive focus on trendsetters, early adopters and more mainstream consumers. The report delivers a culturally based big-picture assessment of where health and wellness is today, where it is headed and what it means for your business.


hartbeat subscribe