The Rise of the Roommate Family

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.

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