How it started

Across the APAC region, family life is transforming. Fertility rates are falling, cities are growing and smaller nuclear households are becoming the norm.

Colgate wanted to understand these shifts in depth so they could meet the evolving needs of families, both through innovation and in how they communicate. The goal: to stay ahead of change and stay relevant to the families of tomorrow.

How we inspired change

We used our Now-Wow-How framework to uncover and explore the evolving dynamics of families across APAC.

• NOW: Through desk research and 30-minute interviews with 6 individuals across APAC, we identified seven macro forces shaping family life. People reflected on how family has changed in the past five years, from its definition and composition, to its purpose and the spaces it occupies.
• WOW: Through our ongoing Future Consumers community for Colgate, bringing together 150 members, we explored these shifts in greater depth. Using storytelling, we uncovered how health, wellbeing and oral care fit into this changing picture and how evolving family dynamics are reshaping daily routines.
• HOW: We translated these findings into seven ‘jobs to be done’, which are the key needs and challenges families face that Colgate can solve. This gave Colgate a clear springboard for innovation, helping them address emerging tensions and connect meaningfully with diverse family realities.

How it lives on

The insights inspired Colgate to touch on the emotional triggers in their future communications, focusing on the changing roles and structures within families to better meet diverse needs. They also served as thought starters for new oral care products designed for occasions beyond the traditional routine, ensuring Colgate stays part of family life in its many forms.