By the Numbers: What more kid-free homes means for the future of PR
Two-fifths of adults under 50 say they have more important priorities than kids.
Sen. JD Vance has labeled a political foe a “childless cat lady” and refused to back down. But to communications professionals, adults without children represent an evolving customer demographic that’ll be vital to businesses in the future.
And a new Pew Research Center survey suggests their importance may become even greater faster than you might think.
Pew’s “The Experiences of U.S. Adults Who Don’t Have Children” indicates that 47% of childless adults under the age 50 in the United States don’t want to have kids at any point. That’s a stark contrast from even 2018 when that number was only 37%.
Members of that age group listed things such as the state of the world (38%) and climate change (26%) as major reasons they don’t want to have kids. Others don’t think they can afford to raise a kid (36%) and sadly, there are fertility and medical reasons that play a role (13%).
But 57% indicated they just don’t want children. Women are much more likely to give that reason than men, 64% to 50%.
More than two-fifths of young adults said they have more important priorities in their life. Among older adults, those 50 and over, who’ve never had children, about four-in-10 said it just never happened and 31% said they didn’t want to have children.
The survey reflects a gradual but drastic change in the way many American view their futures. And that changing reality represents an important opportunity for PR teams and marketers to reshape their views of the “childless customer.”
Being childfree makes life ‘easier’ to younger people
The Pew report surveyed two broad segments of the U.S. population: People 50 and older who don’t have children and younger adults who don’t have children and aren’t planning to in the future.
Most respondents in the under-50 group (71%) said having a fulfilling life doesn’t have much to do with whether someone has children.
In fact, most of the 18-to-49 age demographic believes not having children has made most aspects of life easier. That’s especially the case when it comes to:
- Having time for hobbies and interests (80%)
- Being able to afford things they want (79%)
- Saving for the future (75%)
- Maintaining an active social life (58%).
Additionally, more than three-in-five respondents said they believe being child-free makes it easier to be successful in their career.
As such, brands should frame messaging around themes that accentuate those goals: lifestyle, personal growth, professional aspirations, the freedom to pursue opportunities, etc.
Gen Z, Baby Boomers offer lots of spending power
People over 50 who don’t have children are typically wealthier and more educated than their peers who have children, especially women.
The Pew survey found that unmarried adults in that demographic have greater monthly household incomes, higher net worth and larger retirement accounts when compared with those who are parents, per the survey. It’s similar for married adults, with the exception for household income.
Gen Z and Baby Boomers offer considerable potential purchasing power, and brands would be wise to tap into it. Targeted campaigns are a great idea, but the key is not to alienate the audience by using generationally limiting language.
Instead, focus content that are inclusive of the entire audience.
Sensitivity those who don’t/can’t have children
Of course, a lot of people surveyed on this list simply haven’t, for one reason or another, had children. About 39% said the major reason they don’t have children is it “just never happened for them,” while another third said they hadn’t found the right partner.
Whenever possible, it’s better to avoid overly parent-centric language and to turn to inclusive language when you’re not pitching to a specific parental demographic.
For example, instead of saying, “create lasting memories with your kids/family,” try something like “create unforgettable moments with the people who matter most to you.”
Come to think of it: Trying to be a little more inclusive is something we should all try to do a little more often.
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.
