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Study says Aussies no longer relate to “Aussie Family” ad stereotypes, as cost of living bites

11 May, 2022 | 

Originally published: B&T, 11 May 2022

Major shifts to family structures and the housing affordability crisis are among the key trends shaping the world post-COVID, according to a new report from Pureprofile and Insights Exchange.

In the next five to 10 years, the traditional household structure is going to be surpassed by more fluid definitions of family, due to couples having children at a later age and Millennials being unable to afford to buy property. The report, based on a representative sample of over 1,600 Australians, found that one-third of Australians do not relate to the portrayal of family/households by advertisers and media.

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