The days of white picket fences and 2.4 children are over. But while British families are a diverse bunch, a new study has created profiles that aremorereflective of the real world behaviours, opinions and purchase decisions that are being made in homes across the UK.

Less than 50% of US households include a husband and wife and 40% of women are the primary providers for their families. Since 1965, the time dads spend with their kids has tripled. The 'typical' family has changed, and baking brand Betty Crocker is trying to understand how.

While over 70% of American women with kids are now part of the labour force, rising childcare costs mean that paying for nursery isn’t always an option. In the first of a two-part report, we look at why there’s a childcare crisis, and how governments and alternative carers are helping out.

Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?