The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Divorce is no longer being associated with failure, with many now viewing it as something to be celebrated. The narrative is shifting from irreconcilable differences to a mutual ‘freeing’, and the notion of a ‘nuclear family’ is falling away. Why and how are these attitudes evolving?

Interest in non-monogamous relationships is on the rise, with Facebook finding a growing number of people discussing polyamory. As people are experiencing more fluid and diverse familial norms, they're turning to social media to share experiences, evolve narratives, and challenge expectations.

A restaurant dedicated to 'throuples' is set to open in London on Valentine’s Day 2022, providing a space for those in romantic relationships with more than two people. As people become more open to non-monogamous relationships, brands are also starting to tackle taboos around sex and relationships.

Gen Y’s approach to parenting is distinct from past generations, defined by the decline of the nuclear family structure, increasing role of tech, and new traditions like ‘positive parenting’. So, how can brands help this generation create a nurturing journey that works for them and their kids?