FEATURE8 March 2019

The other choice

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Behavioural economics Features Impact Trends UK Youth

A growing number of the UK’s population have made the active decision not to become parents – and, until now, have remained unrecognised and misunderstood. Research from BAMM highlights the audience in every brand’s blind spot. 

We all know the classic life stages: pre-family, family, post-family. Behaviours and attitudes can change significantly depending on where people are in their life journey. There is, however, a growing segment that does not fall into any of these ...