Consumer Behavior and Changing Demographics
The Rise of the Roommate Family
Video lectureMembers only — sign-in coming soon
Audio version — members only
The full video lecture and audio version for this course are available to logged-in members. Member sign-in is coming soon.
A rising number of families are now living as roommates, with a decreasing amount of discretionary time to spend together. With the fading of the traditional family-unit and the rise of dual-income families and other related phenomena, this poses not only social issues, but also opportunities and threats for existing business and marketing practices. Prof. Sheth considers how this rising phenomenon is redefining society as we know it, from the rise of the “around the clock” culture and outsourcing household chores to friendship replacing kinship and convenience becoming a necessity.
SLAThis course was originally part of the Sheth Leadership Academy video library — now preserved and made freely available here.
