Take A Look At Connected Families

May 8th 2020

Part of the family. A term that used to only describe relatives, friends and family pets, is broadening up to include the technology we rely on every day.

The Edge explained: Connected Families

Family meets Tech. Where we used to look to relatives, we now outsource family roles through apps, social networks, and AI home assistants. Tech start-ups are efficiently filling the gap where governments and employers are failing working families. Brands can increasingly become “part of the family” as we embrace new support services. The modern village is no longer just about raising a child but allowing parents to fulfil their lives and multiple identities too.

Why is it relevant now?

Screens are officially a parent’s best friend. In an era of enforced homeschooling and remote family support networks, technology is reprising its role for healthy social connection and filling the gaps in education and entertainment.  

What if …

Your brand or technology provides time and care for moms and pops too?


An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.

A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.

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Laura De Deurwaerder Integrated Brand Strategist TBWA\Backslash

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