Blood & Bonds : The New Family, Between Shelter and Reinvention
In a world that feels increasingly unstable, family is moving back to the center. Not as a quiet given, but as an anchor. An emotional shelter, a financial safety net, and sometimes also a space of tension, choices, and redefinition.
To better understand this shift, BETC is leading a new Prosumer study, published as part of the 2025 Prosumer Reports. The survey was conducted in Q1 2025 with 14,500 people aged 18+ across 30 countries, in partnership with Market Probe International. Within the sample, 18% are Prosumers, those ahead-of-the-curve profiles whose behaviors often anticipate mainstream adoption by 6 to 18 months.
Family as the last truly safe space
Despite crises and social change, one belief holds strong. Family remains, for an overwhelming majority, a source of happiness and a driving force. 94% of Prosumers say time spent with family is a genuine source of happiness, and 95% describe family first and foremost as a force that helps them move forward.
It is also a very practical form of protection. 79% of Prosumers believe they can rely on their family for financial support in times of difficulty. As social safety nets feel more fragile, the “we” becomes insurance again.
From blood to bonds, a broader definition
One of the clearest takeaways from the study is that family is defined less and less by biology or status, and more and more by attachment. 71% of Prosumers believe what defines a family is, above all, bonds of love and friendship, compared to 29% who point to blood ties.
In this expanded family, chosen relationships gain weight. Friends can feel as close as siblings, and some even place their pets among the strongest bonds in their lives.
Reinventing everything, without letting go of the ideal
Paradoxically, this openness coexists with a form of nostalgia. 71% of Prosumers would like to see “traditional family values” play a more central role in society. People want a broader definition of family while holding on to what they associate with yesterday’s stability.
The study also shows the other side of the story. 37% of Prosumers say they have cut ties with a family member because they did not share the same values. Family can be a shelter, but it is no longer untouchable.
New parenting, new pressures
Parenthood is still widely associated with joy, but mental load and social pressure are rising. 80% of Prosumers describe parenting as a source of happiness and fulfillment, while 43% also describe it as too great a responsibility.
Some rituals stand out as essential, especially meals. 89% of Prosumers see eating together at the table as a key ritual for bringing the family together, and 82% say they find it sad that families do not share enough meals anymore.
What brands can do, without replacing family
This study highlights three major movements that matter directly to brands. Families are being reinvented, parenting is evolving, and pressure points are multiplying. The challenge for brands is not to “take the place” of family, but to reduce friction in everyday life. By giving parents back a sense of control, helping create shared moments, or supporting households’ financial resilience.
To learn more or speak with the team behind the study : Sébastien Houdusse and Clément Boisseau (Global Strategy Directors) - contact details are provided in the report.