Family & Parenting – Tahni Candelaria https://www.tahnicandelaria.com Tahni Candelaria: cultural anthropologist and artist. Sun, 18 Oct 2026 09:03:17 +0000 en-US hourly 1 https://wordpress.org/?v=5.7.20 https://www.tahnicandelaria.com/wp-content/uploads/2026/09/cropped-favicon-512-32x32.png Family & Parenting – Tahni Candelaria https://www.tahnicandelaria.com 32 32 Modern Affluent Parenting https://www.tahnicandelaria.com/modern-affluent-parenting/ Wed, 14 Oct 2026 10:41:32 +0000 https://www.tahnicandelaria.com/?page_id=1574

Overview

Working in the world of branding and marketing, a colleague and I were tired of insight reports about parents that had nothing more to say than “parents are tired” or “parents are busy.” We wanted to understand what life truly is like today as a parent: What aspirations do they hold for themselves and their children? What is daily life really like today? What is driving the choices they are making for their families, big and small?

Modern Affluent Parenting is the research series I built to understand how these parents are navigating family life, and what they now consider a life well lived.

The questions answered

  1. What is it like to be a parent today?
  2. How is good parenting defined?
  3. What does a successful child look like?
  4. How does one parent well in a tech world?
  5. How are parents building their modern village?
  6. How do parents calculate worth?

The approach

An ongoing ethnography with 12 affluent families located across the United States in combination with a survey of more than 2,000 affluent parents globally.

Impact

The project has gone to work in several places. It fed Team One’s agency point-of-view content for PR and new business prospecting, and it informed Lexus’s 2026 December to Remember campaign.

Modern Affluent Parenting gives a brand a grounded way to think about the families it wants to reach. It can help a brand to:

⚡Find its place in family life: define the role a product, service or brand plays in a parent’s day, and where it earns its place.

⚡Sharpen positioning: shape a brand’s point of view on what it means to raise children well, so that it speaks to how parents see themselves.

⚡Choose the right words: write messages and tone that sound like a parent’s own thinking, and avoid the clichés of “perfect parenting.”

⚡Design products and experiences: spot friction and opportunity across a family’s routines, from mornings and travel to holidays and downtime.

⚡Build with technology in mind: create and talk about digital products, media and tools for families without falling into the old screen-time debates.

⚡Make the case for premium: frame value in the way parents actually weigh it, so that a higher price reads as a good decision.

⚡Plan seasonal and cultural moments: build campaigns around the family occasions that matter most.

⚡Look ahead: brief teams on the next generation of affluent families through workshops, trend POVs and thought leadership.

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