And the Implications on the Advertising Industry
The article discusses how the rate of people living in multi-generational homes has been on the rise, and more recently, quickly on the rise in the United States. It describes the impact this time of movement is creating in the advertising industry. Studies are often finding college graduates moving back with their parents because of finances, and the elderly moving in with children because of health issues.
This sort of change can have both positive and negative impacts on the advertising industry. More multi-generational homes will make it more difficult to target more specific demographics individually. The change would also create more work for those who work in advertising in terms of needing to do more research. But at the same time, the closeness this types of homes create may bring about a larger consumer audience in a variety of medias.
More specifically, this type of change could effect media planners in the advertising industry. Media planners are the ones who decide which medium they think is best for their client. The amount of use of certain mediums could become more limited in a multi-generational household. The use of media/technology would most likely be determined based on who is in charge in the house. Media planners would need to adjust accordingly to these types of changes.
