The New American Middle (NAM) is a diverse and evolving supergroup that is redefining what family means as a value in the consumer landscape. Far from the traditional nuclear families once depicted in TV sitcoms, today’s families include single parents, blended households, same-sex couples raising children, and multigenerational homes. As the traditional norm of family structures shifts, so do the values driving consumer behavior.
NAM consumers prioritize inclusivity, flexibility, and emotional connection, seeking brands that reflect their lived experiences. Companies that embrace these evolving dynamics build stronger brand loyalty, while those that rely on outdated structures risk losing relevance. Let’s explore how brands like Subaru, Disney, and Spoonflower are successfully connecting with NAM consumers through adapting their strategy—and how others can do the same.
Subaru: Designing for Every Family
Subaru has built a loyal following by embracing a family-first approach that reflects the diversity of modern households—and provides a prime example of the sort of messaging that will connect with the NAM consumer. Through initiatives like its “Love” campaign, Subaru highlights real-life families—including pet owners, same-sex couples, and multigenerational households—showing that safety, reliability, and adaptability matter to everyone. Features like top-rated safety systems, spacious interiors, and pet-friendly accessories reinforce Subaru’s commitment to meeting the needs of all types of families, not just the traditional nuclear model. By aligning with NAM values, Subaru has cultivated deep emotional connections with these consumers, driving long-term brand loyalty.
Expanding the Definition of Family: Disney and Spoonflower
Disney and Spoonflower are two other examples of brands that are effectively connecting with consumers through this evolving value of family. Disney embraces multigenerational and chosen families, ensuring that its parks and experiences are welcoming to all—whether grandparents vacationing with their grandkids or friend groups creating their own traditions. Spoonflower, on the other hand, taps into NAM values through personalization and creativity, allowing consumers to design home spaces that reflect their unique family identities. Both brands succeed by recognizing that family isn’t one-size-fits-all, fostering deeper emotional connections with their audiences.
Resonating with the NAM Consumer
To connect with the New American Middle, we’re seeing that brands must go beyond outdated family narratives and embrace authentic storytelling, inclusive representation, and adaptable products and services. Engaging with NAM consumers where they live—both online and offline—creates deeper emotional connections and long-term brand loyalty.
At Britton, we don’t just understand the NAM consumer—we are them. Positioned in the heart of the Midwest, the middle of everything, we offer unique, research-backed insight into this evolving demographic. If your brand is ready to drive meaningful growth by aligning with NAM values, partner with us to craft a strategy that truly resonates.
