Travel Reference
In-Depth Information
can expect to enjoy several more years with their grandchildren than those
of the 1960s. The verticalisation of the family is apparent through more
grandparents becoming involved in caring for their grandchildren. Where
siblings within a larger family would have previously been responsible for
baby-sitting duties, grandparents in the vertical family are now taking their
place. As Young (cited in Briggs, 2001) pointed out, these inter-generational
relationships play a central role in the family network, as a prominent part
of this process of verticalisation (see Figure 3.5). Indeed, as people live to a
greater age and childcare becomes more expensive, some parents are relying
on grandparents to play an active role in their grandchildren's lives.
Ethnic minorities
The nuclear family is not the force it was within the majority of the popu-
lation. However, within certain segments of the population, such as certain
Asian communities, the nuclear family still exists. Within Indian, Pakistani
and Bangladeshi groups, the traditional nuclear family still comprises over
half of all households. In contrast, people of Black ethnic origin are the least
likely to live within a nuclear family. Additionally, all ethnic minorities are
far more likely to have a much smaller proportion of people of pensionable
age. Ethnic minority groups are also more likely than the majority White
ethnic group to see their non-immediate family such as their grandparents,
aunts and uncles on a regular basis (Future Foundation, 2006).
Word of mouth
Over the past 25 years, distrust of companies has been steadily rising.
At the moment, over a quarter of consumers feel that companies in the
UK (Figure 3.6) are unfair to consumers and nearly half agree that multi-
national companies cannot be trusted. Concurrently, the internet has led
to an explosion of global intelligence-sharing. Authority has become so
fragmented that the real challenge is choosing the best sources rather than
finding the bare information (Future Foundation, 2006; Yeoman, 2008).
Within this context, the family has become a growing source of influence
for holiday purchases.
Anxious parents
An increasingly apparent characteristic of the modern family is that of
parental responsibilities stretching further into the lives of their 21st-
century offspring. The 2010s decade is likely to see a continuation of the
trend, given the rising costs associated with higher education and housing
and a less than stellar employment market for new entrants. As calling on
parental assistance - emotionally and financially - becomes a necessity for
