Over the past century, the American family has undergone many transformations, some subtle, some more visible. In particular, the 21st century has ushered changes to the American family on an unprecedented scale, with the old ways of relating to one another being at times enhanced by technology, bolstered by fresh ties or erased by new ideas. By keeping an eye on the present demographics and other issues facing the family, clubs can be poised to meet the future needs of a progressing membership.
A Population of Change
Overall, the U.S. population will shift over the next few decades, reaching 358 million residents by 2030, a modest bump from its nearly 317 million in 2013, according to the U.S. Census. Contributing to slower growth is the nation’s declining birthrate, which has been steadily falling since the 1960s, hitting its lowest point in American history in 2012. To put it in perspective, at the tail end of the baby boom in 1964, around a third (36 percent) of all Americans were under the age of 18. In 2012, just under a quarter (23.5 percent) of the U.S. population were kids. That number is estimated to drop even further to 21 percent by 2050, according to the National Center for Health Statistics. Part of the decline is attributed to fewer women having children, with around 80 percent of those in childbearing years today giving birth compared to 90 percent during the 1970s. Those who do have children have fewer of them, with two being the average now, while 40 years ago it was three children per family.
So far, the United States has a younger median age (37.4) than numerous other developed countries. For example, the United Kingdom has a 40.3 median age, while Japan’s is 45.8 and Germany’s is 45.7. However, the American median age will rise above 40 within three decades, mostly because U.S. citizens are living longer, but also because aging Baby Boomers will hold onto a larger slice of the population. More than one in five Americans will be at least 65 by 2040—close to 80 million—with the number of those ages 85 and older skyrocketing 51 percent to reach close to 9 million by 2030, according to The Kiplinger Letter.
Meanwhile, the Plurals, those under the age of 18, are the most diverse group ethnically in U.S. history and will likely be the last generation in America with a Caucasian majority. Today, 55 percent of Plurals are white, compared to 72 percent of Baby Boomers, according to the Center for Media Research. Before the end of this decade, live U.S. Caucasian births will drop below 50 percent for the first time in our history. By 2042, the U.S. population will be less than 50 percent white, creating a truly pluralistic society. That points to a bright spot for population advancement in immigration, which will accelerate to about 33 percent of the U.S. population growth through the mid-century mark, according to The Kiplinger Letter.
Also, urban living has become popular once again after decades of people leaving major cities. By 2050, 89 percent of Americans will reside in an urban area, compared to 83 percent in 2013. Large cities are reaping the benefit of this renewed interest in urban areas, with both younger and older generations flocking to urban centers.
On the gender front, both men and women are eschewing tradition. For example, women have closed the education gap with females making up nearly 60 percent of enrolled students at U.S. colleges since 2000, a trend that has continued into the 21st century, according to National Bureau of Economic Research. In the meantime, men have become more involved in household duties, from grocery shopping and laundry to playing a larger role in childcare.
Adding to gender shifts is the fourfold increase since the 1950s in mothers who work either full time or part time. Today, close to 75 percent of women with kids at home work. What’s also changed is the percentage of women (now 40 percent) who are the sole breadwinners of their families, compared with 11 percent in 1960.
The influence of women in private club memberships has grown significantly in recent years, according to a Global Golf Advisors study. Approximately 63 percent of membership sales were directly influenced by women, who prefer a club with programs for children and a family environment. Club should ensure their marketing efforts target different aspects of their facilities to men and women.
Saying “I Do”
The marriage landscape has seen dramatic upheavals in recent years. Increasingly, marriages are being contracted between diverse individuals, including those from different religious, political, economic and ethnic backgrounds. That’s not to say the old-fashioned family of married parents living with their children is a thing of the past—it’s still a power source in the United States. Having more membership options to meet the diversity in households will become more important in the coming years.
For starters, fewer people are getting hitched, while those who do marry, do so at an older age. With less people getting married, the number of single households has risen to new heights. By 2030, 36 percent (about 45 million) of all households will be singles, compared with 27 percent today, according to The Kiplinger Letter.
Cultural attitudes about marriage have been more fluctuating of late. Today, 62 percent of the general public and 72 percent of adults under the age of 30 see the ideal marriage as one in which husband and wife share childcare and household chores, as well as both working. In the late 1970s, less than half the population looked with favor on dual-income households, and a miniscule number of husbands (less than half of 1 percent) helped with housework, according to Pew research.
In addition, support for same-sex marriage has reached a new high. According to a March 2014 poll by Washington Post-ABC News, 59 percent of respondents expressed their support of same-sex marriage, with 34 percent opposing such a union. The numbers represent a striking change from a similar poll conducted a decade ago. In the March 2004 Post-ABC poll, 38 percent thought same-sex marriage should be allowed, while 59 percent disagreed.
Thus far, 17 states have legalized same-sex marriage through court decisions (California, Connecticut, Iowa, Massachusetts, New Jersey and New Mexico), laws passed by state legislature (Delaware, Hawaii, Illinois, Minnesota, New Hampshire, New York, Rhode Island and Vermont) and popular vote (Maine, Maryland and Washington). The District of Columbia has legalized gay marriage. In several recent cases, federal judges have ruled that the state ban on gay marriage in Utah, Oklahoma, Kentucky, Virginia and Texas is unconstitutional. Numerous lawsuits have been filed to overturn laws in states that still prohibit unions of same-sex couples.
The Rearing of Children
Differing attitudes about marriage has had an impact on raising children, with fewer families having a married mother and father with children residing under the same roof. With overall marriages continuing to decline, the number of infants born to unwed mothers has risen with 41 percent of infants born to single women, a number that has quadrupled since 1970.
Another major change in child rearing is the growing number of gay couples raising children. According to the Williams Institute at the University of California-Los Angeles, the number of same-sex couples with kids has soared twofold since 2004, with more than 100,000 gay partners raising children. Other studies place the number of children with gay parents at nearly 2 million—or one out of 37 children under the age of 18.
Also, more children reside in households with multi-generations. In 2011, about 3 million children lived with a grandparent, who was the primary caregiver, according to Pew research. In 80 percent of the time, one parent also lived in the household with the grandparent and grandchild. Most of those children lived with the grandparent in the grandparent’s home.
The formation of multigenerational households continues with Millennials still not forming their own households in large numbers. Last year, only 34 percent of Millennials were heads of households, according to Pew research.
Clubs can take advantage of these shifts in child rearing by focusing on programs designed for parent-child (rather than mother-child or father-child). More families want a club atmosphere designed for parents and kids to enjoy together and separately. Clubs should focus on finding a balance between family events and adults-only programming. More club members are looking for interests and services for the entire family, including separate youth programs.
Work-Life Balance
Families still seek a perfect balance between work and life. What moms and dads do with their time might have altered considerably during the past 50 years, with fathers taking on more of the childcare and housework and mothers involved with more paid work, but these shifts have only intensified the difficulty most families have in maintaining a healthy work-life balance.
According to Pew research, 53 percent of all working parents with children under the age of 18 find it hard to maintain equilibrium between work and family, split nearly evenly between both dads (50 percent) and moms (56 percent). A hectic lifestyle has become the norm for mothers and fathers with children under 18, with 34 percent of fathers who work and 40 percent of mothers who work saying they always have a rushed feeling.
Mothers and fathers spend their time on average quite similarly in some ways but divergent in others. For example, dads spend 40.5 hours weekly on paid work with only 7.3 hours on childcare, according to Pew research. Moms spend less time in paid work than dads at 22.8 hours weekly but more time in housework (17.4 hours) and childcare (13.5 hours). However, both mothers and fathers have close to the same amount of leisure time per week: 24.5 hours for moms and 27.5 hours for dads. Of their leisure hours, fathers spent more time on sports weekly (2.6 hours) than mothers (1.4 hours). Dads also logged more hours on TV and other media weekly (17.5 hours) than moms did (14.7 hours) but mothers had more social time per week (8.3 hours) compared with fathers (7.4 hours), according to Pew research.
Worrying Concerns
Americans have continued to feel squeezed financially as the country still climbs out of the recession. For example, U.S. household debt jumped 2.1 percent during the fourth quarter of 2013, the largest increase since the third quarter of 2007 right before the start of the recession. In addition, one out of four American families (26.8 percent) have felt pressured by financial concerns because of medical bills in 2012, according to new data from the Centers for Disease Control and Prevention.
The middle class has continued to shrink, driving mid-priced retailers like Loehmann’s out of business, while mid-range restaurants like Red Lobster and the Olive Garden struggle to recover sagging sales. However, spending in the luxury market has helped the economic recovery. High-end hotels, fine-dining restaurants and other luxury establishments have registered sharp increases of late. What’s being squeezed more is the middle ground as big stores and restaurants are going after customers with deep pockets with an varied range of high-end goods and services—or shifting focus to rock-bottom prices to meet the needs of an expanding group of tight-fisted shoppers.
Security has been another worry for Americans, with increased incidences of violence at schools, shopping malls, movie theatres and other public places. Clubs with their secured access for members only provide a safe place for families and individuals to spend time, something that could be highlighted to potential and current members.
Fitness Facts
When it comes to exercise, Americans desire a program tailored to meet their specific fitness and lifestyle goals. Also, more people are willing to spend for perceived value and customized attention in the area of exercise and fitness. Fitness trends reflect that move toward personalization and mirror the shifting demographics of America, with Baby Boomers and families driving the changes. For instance, strength training, body weight training, and children and obesity hold the second, third and fourth slots in the Top 2013 Worldwide Fitness Trends for 2013, according to the American College of Sports Medicine (ACSM). (The number one spot went to educated, certified and experienced fitness professionals.)
Today’s seniors, one of the fastest-growing population groups, want to stay more active than previous generations. Many enjoy fitness programs like functional fitness (number eight on the ACSM’s top 2013 trends list). The fitness goals for seniors are often different from twenty-somethings because seniors want to build more flexibility and strength than sculpt biceps or abs.
With the continued focus on children and obesity, getting kids up and moving has been a top priority not just for First Lady Michelle Obama and her Let’s Move initiative, but for parents of children under the age of 18 as well. It’s not all bad news on that front of late with a recent report that the teen obesity rate has halted its upward projectory and might be falling. Earlier this year, the PNAS Journal (Proceedings of the National Academy of Sciences) revealed that teens consumed fewer calories last year, but the need for more exercise in this age group remains a top concern.
Clubs can play a role in keeping kids active by running house leagues for popular sports, offering programs that train kids for rising sports like rock climbing and lacrosse, and finding fun ways to incorporate competition in exercise. For example, by offering tennis and golf lessons and classes geared specifically toward children, clubs can help fill in the exercise gap left by organized youth sports. In addition, parents have begun hiring personal trainers to help their kids exercise more and develop healthy habits, especially as physical education in schools declines and youth participation in organized sports has dropped.
From 2008 to 2012, participation in the four most popular youth sports—baseball, basketball, football and soccer—dropped around 4 percent among kids between the ages of 6 and 17, while the U.S. population of children in that age group declined a mere 0.6 percent in that same time period. Even more startling is that the percentage of inactive children age 6 to 12 jumped from 16 percent in 2007 to close to 20 percent in 2012, according to the SFIA/Physical Activity Survey. The number of inactive teens increased from 17 percent in 2007 to 19 percent in 2012.
Those numbers indicate a troubling trend among America’s youth, especially as many have seen sports participation as a major way to combat obesity. However, there is some good news for youth and exercise. Lacrosse participation skyrocketed 158 percent from 2007 to 2012, while ice hockey participation soared 64 percent among kids between the ages of 6 and 18, according to the SFIA/Physical Activity Council Survey.
Contributing to the inertia of all children is the rise of smart devices and other electronics. Among youth between the ages of 2 and 14, a NPD Group 2013 study found that 79 percent of parents with kids in that age group say they or their children own a mobile device, such as a cell phone, smartphone or tablet, up sharply from 63 percent in 2012. Last year, 51 percent of children now use smart devices with close to 40 percent of the children in the survey as the primary user of such devices.
Travel Trends
Travel trends for 2014 include the growing importance of Millennials, seniors seeking rest and relaxation, those in pursuit of conspicuous leisure (social status via experience), the increase of creative tourism (connecting with locals), and multigenerational trips, according to a Travel Market Trends report. For traveling families, value, memory-making, child and adult friendly activities, and staycations (travel within 50 miles of home) are top priorities. As with retail and fine dining, the luxury travel market shows no signs of slowing down.
A Bright Future
The American family, 21st century style, will continue to evolve in the coming years, as the trends of single parents, the changing definition of marriage, more working mothers, and fewer children per family solidify and expand across all population groups. Clubs have a unique opportunity to customize programs designed to meet the needs of parents, youth, singles and seniors. By keeping a close eye on these macro demographic trends, clubs will be positioned to offer relevant programming to an increasingly diverse membership well into the future.
Sarah Hamaker is a freelance writer based in Fairfax, Va. You can visit her online at www.sarahhamaker.com.
Club Trends Spring 2014