The Matalan Made For Modern Families Campaign

The Matalan Made For Modern Families Campaign

Matalan say, “Since we first opened our doors 30 years ago, we’ve always focused on providing outstanding value and quality for families. We take the time to listen, understand and evolve, to ensure our products are the right fit for modern, happy homes. Our latest campaign, Made for Modern Families, is a celebration of family life today, in all its shapes and sizes.”

The first two photos in this post are some of the real families that Matalan have photographed for the campaign. Below is their new advertisement featuring the families:

Mumsnet asked me to blog about modern life and what family means to me. With this post I’m joining a Mumsnet bloggers linky.

What does family mean to me? A lot! Everything, actually. My family means so much to me. It’s built up from many different parts of family and together we have quite a large network of support to offer each other. I have my very own family with my husband and daughter and then we have my side of the family back home in Sweden and my husband’s side here in England. My sisters and my mum are back home and we have to use modern technology to stay in touch. We Skype and send messages daily. As soon as my daughter was born, I created a new tradition and it’s to send them a daily photo of my daughter. “Today’s Baby” it’s called, but now she’s a toddler.

My husband’s side of the family is split since his parents are divorced and his relationship with his sister is very different from the one I have with mine. Then there are lots of cultural differences too but that’s just interesting to me.

Matalan have done a big study about today’s family life and the research has revealed some interesting and surprising insights about modern family life. Here are some of the findings:

• The New Nuclear: the idea of the nuclear family, that being mum, dad and two-point something kids living together, is being stretched and redrawn.
• Beyond Kin: more and more, people’s definition of family extends beyond kin to include kith, i.e. non-blood relatives, friends and even pets.
• The Waiting Game: the number of older mums and older dads is on the rise, as are ‘klingons’; post-teens not flying the nest as they did in previous generations.
• Blended Families: increasingly family means ‘blended’ arrangements that see multiple connections, multiple parental figures and multiple home locations. This is in addition to well-documented changes such as the rise of single and LGBT parents.
• Staying Connected: families are finding new ways of using technologies to connect more frequently and on an emotional level, both when they live nearby or far way”.

Read more interesting finds here and share your own favourite family photo here to enter a competition to win the weekly prize of £250 to spend in store.. Also tweet your photo to @Matalan on #MatalanModernFamilies. Below is one of my favourite shots of me and my daughter from her very first holiday.