The nuclear family goes critical.

Full nesters, child carers and family carers, boomerang kids, the bank of mum and dad … even our language struggles to describe the strained responses of UK families to this churning economy.

Scottish Widows asked The Centre for Modern Family (established by Cohn and Wolfe London in 2011) for clarity on new family financial strategies. At stake was an entire nation’s ability to understand its finances and save adequately for the future.

Working with YouGov online research and experts from the Centre for Modern Family, C&W researched, mapped and illuminated the landscape of the family today in the Generational Finances series of reports.

These became the most successful in The Centre for Modern Family’s history, generating 172 pieces of mainstream media coverage for Scottish Widows up to February 2015.