What does today’s “all-American” family look like? We conducted an experiment to find out. #ReinventMindsets

1. HP All-American Family Study
#REINVENTMINDSETS
August 2018

2. HOW
15-minute online survey, including an inherent bias test (see next
slide for specifics) of photos of different types of American families
METHODOLOGY
WHEN
June 11 – June 19, 2018
WHO
2,000 respondents in the U.S.
• n=1,200 Nationally Representative Sample
• n=100 each among 8 Minority Groups (African American, Asian, Hispanic, Middle
Eastern, Mixed-race couples/families, LGBT, Muslim, Immigrant)
To qualify, respondents must:
• Be 18+
• Live in the U.S. 2
WHY
HP would like to find new and interesting angles on the topic of the
All-American family so they can start a conversation around how
Americans perceive themselves, their own families, and the
representations they see of All-American families.

3. METHODOLOGY
3
INHERENT BIAS TEST
An inherent bias test was conducted among respondents, designed
to measure the presence of any bias between different types of
families and whether they are identified as “All-American” or not.
25 different images of families were tested, varying in ethnicity,
presence/number of children, and sexual orientation.
Respondents were randomly shown these images one at a time.
The words “All-American Family” or “Other Family” were flashed
after the images, and respondents were asked to press a
corresponding keyboard letter for which term was flashed.
The images interfere with the classification of the terms “All-
American Family” or “Other Family”, depending on the unconscious
attitudes of the respondent.

4. 4
WHAT DOES IT
MEAN TO BE
“ALL AMERICAN?”

5. 8 in 10
AGREE IT’S DIFFICULT TO DEFINE
AN “ALL-AMERICAN FAMILY”
BECAUSE AMERICA IS SO DIVERSE
5
Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported)
Base size: Gen Pop = 1,201
(among Gen Pop; data consistent across audiences)

6. BUT when FORCED TO CHOOSE between different
terms, AN idea OF WHAT people think IT MEANS TO BE
“ALL AMERICAN” STARTS TO EMERGE
81% 81% 80%
76%
70%
67% 65%
61% 60% 58%
51%
CHRISTIAN ACADEMIC PUT TOGETHER COLLEGE
EDUCATED
ATHLETIC MIDDLE/LOWER
CLASS
SUBURBAN/
RURAL
WHITE ALL
HETEROSEXUAL
CONSERVATIVE BLUE COLLAR
6
Q6: Looking at the pairs below, which one word in each pair best describes an “All-American Family?”
Base size: Gen Pop = 1,201
DESCRIPTORS OF ALL-AMERICAN FAMILY
(among Gen Pop)
vs. Non-
Christian
vs. Not
Academic
vs.
Dysfunctional
vs. Not college
educated
vs. Not athletic vs. Upper class vs. Urban vs. Non-
White/Mixed
race
vs. Mix of
heterosexual/
same sex
vs. Liberal vs. White collar

7. 7
“I’ve learned that
families come in
different shapes,
sizes and colors.” -
29, Female
“Much more
inclusive than
when I was
younger.” – 58,
Male
“I think an All-American Family
is an inclusive term for all the
kinds of families in America
where the only thing that
matters is the amount of love
and support, not differences in
race, sexuality, or class. It
makes me think of the good
parts about family, and not the
bad.” – 18, Female
Even so, many feel the definition IS changing
over TIME
“It implies that all
types of families
are American.” –
67, Female
“It is a little more
open to different
races, ethnicities,
and sexual
orientations.” –27,
Female
Q11. Has your definition of what it means to be an "All-American Family" shifted over the last few decades?
Q12: How has your definition of the All-American family shifted over the past few years?
Base sizes: Gen Pop = 1,201
Agree their definition of
“All-American Family”
has shifted
47%

8. generational divides also point toward an
evolving definition
77%
87%
77%
85%
76%
56%
60% 61%
53% 53%
44%
83%
70%
83%
65%
61%
81%
70%
63% 65%
57%
62%
CHRISTIAN ACADEMIC PUT TOGETHER COLLEGE
EDUCATED
ATHLETIC MIDDLE/LOWER
CLASS
SUBURBAN/
RURAL
WHITE ALL
HETEROSEXUAL
CONSERVATIVE BLUE COLLAR
Millenials (18-34) Boomers (55+)
8
Q6: Looking at the pairs below, which one word in each pair best describes an “All-American Family?”
Base size: Millennials n=364, Boomers n=401
DESCRIPTORS OF ALL-AMERICAN FAMILY
vs. Non-
Christian
vs. Not
Academic
vs.
Dysfunctional
vs. Not college
educated
vs. Not athletic vs. Upper class vs. Urban vs. Non-
White/Mixed
race
vs. Mix of
heterosexual/
same sex
vs. Liberal vs. White collar

9. 9
Who is an
“ALL AMERICAN?”

10. 10
To find out what people’s unbiased
thoughts about who is an “all-American
family”, we conducted an inherent bias test
to discover if there was a difference
between what people say and what they
actually think

11. subconsciously, “all-American” is closely associated with
majority demographics even if respondents explicitly
include more minority groups
11
Images associated with “All-American Family”
Base size: Gen Pop = 1,202
86%
79%
76%
83%
76% 77%
69%
62%
71% 72%
60%
63% 65%66%
62%
58% 57% 57% 57% 56% 54% 53%
49% 46% 45%
44%
WHITE TWO PARENT CHILDREN BLACK HISPANIC NON-LGBT INTERRACIAL LGBT NON-WHITE NO CHILDREN MIDDLE
EASTERN/MUSLIM
ASIAN SINGLE PARENT
Families associated with the “All-American Family”
(among Gen Pop)
Family Demographics
Explicit
Inherent
Key: Bars above the 50% line indicate
stronger association with All-American
Family; below the 50% line indicate weak
associations with the All American Family
and even negative associations.
50%

12. THOSE WHO DIFFER FROM the more traditional
CONSTRUCT are also less likely to self-IDENTIFY AS
“ALL-AMERICAN”
75%
81%
78%
69% 68%
58%
47% 47% 45%
76%
82%
72%
67%
58% 60%
46% 45%
52%
GEN POP WHITE AFRICAN
AMERICANS
HISPANICS LGBTQ MUSLIMS IMMIGRANTS MIDDLE EASTERN ASIAN AMERICANS
12
Q7: Would you consider your family an "All-American Family"?
Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported)
Base sizes: Gen Pop = 1,202, African Americans = 103, Asian Americans = 101, Hispanics = 103, Immigrants = 100, LGBTQ = 107, Middle Eastern = 94, Muslims = 101, White = 739
IDENTIFICATION WITH TERM “ALL-AMERICAN”
I consider my family an All-American family
(“Yes” responses)
Others would describe my family as All-American
(T2B agreement)

13. 6% 6% 5%
11%
7%
16%
7%
18%
10%
THIS MIGHT BE BECAUSE MANY felt EXCLUDED
GROWING UP
13
Q4: Which of the following, if any, have you ever felt about your family?
Base sizes: Gen Pop = 1,202, African Americans = 103, Asian Americans = 101, Hispanics = 103, Immigrants = 100, LGBTQ = 107, Middle Eastern = 94, Muslims = 101, White = 739
STATEMENT AGREEMENT
(% selected statement)
13%
9%
13%
20%
19%
30%
18%
26%
11%
7%
5%
7% 6%
7%
18%
5%
23%
13%
“We were made fun of for being different” “We weren’t welcome in our neighborhood” “We had to hide our traditions/values”

14. Media/TV is a large driver of the perception of the
“all-American Family”; lack of representation may
exacerbate the feeling of exclusion
14Q10: What informed your understanding of what it means to be an "All-American Family"?
Q13: Which of the following TV families do you think best represents today's "All-American Family?“
Base size: Gen Pop = 1,201
Understanding of “All-American
Family” comes from TV or Media
(among Gen Pop)
51%
The top 2 TV families chosen as “All-American” closely mirror the
top 2 families chosen in the Inherent Bias Test
The Tanner Family,
Full House
The Dunphy Family,
Modern Family
Top two “All-American families”
from inherent bias test
Top two “All-American”
TV families
29% 28%

15. 74%
15
feel positively about the term “All-American”
(among Gen Pop)
Q8: Looking at the pairs below, which one word in each pair best describes an “All-American Family?” <Top 2 box <Extremely/Somewhat positive> reported)
Base size: Gen Pop = 1,201
SO while the TERM “All-American” IS not PERCEIVED
negatively, it may ostracize certain minority
groups
Interesting Insight:
Data is consistent across respondent
groups, except LGBTQ, where only 57%
feel positively about the term “All-
American”

16. 16
REAL
AMERICAN
FAMILIES

17. TO encourage further CHANGE, START AT HOME –
THIS IS WHERE MOST form their perception of the
“ALL-AMERICAN FAMILY”
17
Q10: What informed your understanding of what it means to be an "All-American Family"?
Base size: Gen Pop = 1,201
59%
42%
38% 37%
26%
36%
34%
25%
21%
MY OWN FAMILY TELEVISION MY FRIENDS YOUR
NEIGHBORHOOD
SCHOOL THE MEDIA CHURCH LITERATURE ADVERTISING
WHERE UNDERSTANDING OF “ALL-AMERICAN FAMILY” COMES FROM
(among Gen Pop)

18. Describes my family
“ALL-AMERICAN” is seen as an aspirational term – it
does not necessarily reflect “real” families
18
Q3: Looking at the pairs below, which one word in each pair best describes your family?
Q6: Looking at the pairs below, which one word in each pair best describes an “All-American Family?”
Base size: Gen Pop = 1,201
66%
34%
80%
20%
PUT TOGETHER DYSFUNCTIONAL
Describes “All-American family”
DESCRIPTORS OF ALL-AMERICAN FAMILY
(among Gen Pop)

19. And though family is
important…
19
have a close, strong relationship with their family
95%
Intolerance is a divisive issue
that can separate them.
1 IN 3
have cut ties with family and/or friends as a result of their
intolerance to other races, religions, sexual preferences, etc.
7 in 10
don’t see eye-to-eye with some relatives on social issues such
as racism, gay rights, gender equality, etc.
Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported)
Base size: Gen Pop = 1,201
Q2: How important is each of the following to you?
Base size: Gen Pop = 1,201
(among Gen Pop)
%T2B Importance

20. REAL FAMILIES HAVE TENSION, AND DON’T ALWAYS GET
ALONG
20
Q15: How much do you agree or disagree with the following statements? (Top 2 box <Strongly/Somewhat agree> reported)
Base size: Gen Pop = 1,201
1 IN 2
would be nervous to tell their
family they are homosexual
1 IN 3
would be nervous to bring
home a significant other
of a different race
(among Gen Pop)
% T2B Agreement

21. 21
Q15: How much do you agree or disagree with the following statements? (Top 2 box
<Strongly/Somewhat agree> reported)
Base size: Gen Pop = 1,201
AND THAT’S OK – IT
DOESN’T HAVE TO TAKE
AWAY FROM THEIR
RELATIONSHIP
have a close, strong relationship
with their family
83%
(among Gen Pop)
%T2B Agreement

22. 22
Q9: Why do you feel [positively/negatively] about the term "All-American Family"?
Base size: Gen Pop = 1,201
“It is a good feeling having a family to support. Sure,
there may be times when you argue or do not see eye
to eye on things but always there in times of need for
each other and can count on them.” – 45, Male

23. 23
Role of
photos in
family

24. 24
Family photos are a
way to track and
preserve the
evolution of a
family over time
Say family photos are a window
into the past that reminds me
where I come from
94%
(among Gen Pop)
%T2B Agreement
Q17: How much do you agree or disagree about the following statements? (Top 2 box
<Strongly/Somewhat agree> reported)
Base size: Gen Pop = 1,201

25. And FINDING WAYS TO PRESERVE THEIR FAMILY AND
THEIR MEMORIES IS IMPORTANT TO THEM
25
93% 91% 89%
84% 81%
FAMILY PHOTOS ALLOW ME TO
REMEMBER MY FAMILY WHO IS NO
LONGER WITH ME
PHOTOS ARE THE BEST WAY TO
COMMEMORATE OUR FAVORITE
FAMILY
MOMENTS
PRINTED PHOTOS HELP TO
ILLUSTRATE OUR FAMILY HISTORY
HAVING FAMILY PORTRAITS IN MY
HOME IS IMPORTANT TO ME
I WISH MY FAMILY TOOK MORE
PHOTOS TOGETHER
STATEMENT AGREEMENT
(among Gen Pop)
% T2B agreement
Q17: How much do you agree or disagree about the following statements? (Top 2 box <Strongly/Somewhat agree> reported)
Base size: Gen Pop = 1,201

26. 26
Q18: You mentioned that having family photos is important to you. Can you explain in more detail why is it important for you to have family photos?
Base size: Gen Pop = 1,201
PRESERVE MEMORIES
KEEP LOVED ONES
CLOSE
PASS ON FAMILY
HISTORY/HERITAGE
PHOTOS help us REMEMBER LOVED ONES AND SHOW
FUTURE GENERATIONS WHERE THEY CAME FROM
“All of us came from somewhere and from someone. We cannot forget our roots.” – 63,
Male
“So as to have tangible proof of my ancestors to show to my children and
grandchildren.” – 78, Male
“Photos are like memories of the good times spent with family, which I rarely ever have
anymore. Many have passed and many I no longer see eye to eye with.” – 36, Female
“It lets you be surrounded by the people you love even when they may not be there.” – 26,
Female
“The memory fades with time. Pictures help me remember the past.” – 64, Male
“In order to look back years from now and reminisce.” - 22, Female

27. WHICH EXPLAINS WHY, IN AN EMERGENCY, Memories are
the most important item that people wish to save
27
Thinking of a hypothetical scenario where a disaster would cause you to
lose your home what item would be MOST important for you to save?
(among Gen Pop)
Q20: Thinking of a hypothetical scenario where a disaster would cause you to lose your home (fire, flood, etc.) what item would be MOST important for you to save, if all family members/pets were already safe?
Base size: Gen Pop = 1,201
Photographs Phone
36% 12%
Important documents
38%

28. 28
Additional storylines

29. INHERENT Bias Mapping Guide
29
Base size: Gen Pop = 1,202
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Respondents say that the family is
an All-American Family, but we are
detecting that subconsciously this
is not the case.
Respondents say both
consciously and
subconsciously that the family
is an All-American Family.
Respondents say both consciously
and subconsciously that the family
is NOT an All-American Family.
Respondents say that the
family is NOT an All-American
Family, but we are detecting
that subconsciously they ARE
considered this to some extent.

30. LGBTQ have a more negative view of the term “All-
American family” than most, and have the largest
discrepancy of any group between self-identifying as an All-
American Family and thinking others would identify them
as such.
However, LGBTQ families are embraced as an all American
family at the inherent level by most groups.
30
LGBTQ

31. LGBTQ respondents feel most negatively about
the term “all-American Family”
68%
58%
31
Q7: Would you consider your family an "All-American Family"?
Q8: How do you feel about the term “All-American Family”?
Q15: How much do you agree or disagree with the following statements? (I have cut ties with family and/or friends as a result of their intolerance to other races, religions, sexual preferences, etc.).
Base sizes: Gen Pop = 1,201, LGBTQ = 120
I consider my
family an All-
American
family
Others would
describe my
family as All
American
57%
feel positively about the term “All American”
(vs. 74% Overall)
1 IN 2
have cut ties with family
and/or friends as a result of
their intolerance to other
races, religions, sexual
preferences, etc.
(vs. 1 in 3 Overall)

32. Boomers
Gen X
Millennials
Female
Male
Democrats
RepublicanAfrican American
Hispanic
White
Audience Perceptions of LGBT Families
Most groups both consciously and subconsciously
identify lgbtq families as “all-American”
32
Images associated with “All-American Family”
Base size: LGBTQ=119
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

33. Interestingly, while Hispanic respondents state that their
racial group is included in the “all-American Family”, at the
inherent level they do not feel All American.
Additionally, Hispanics record the highest number of family
groups under 50%, meaning they do not associate many of
the groups as being an All-American Family.
33
Hispanics

34. 34
85% 84%
79%
76% 76%
73% 73%
70% 68%
66% 64%
61%
58%
66%
45%
60%
55% 54%
56%
44% 47%
42%
48%
36%
46%
39%
WHITE BLACK TWO PARENT CHILDREN NON-LGBT INTERRACIAL HISPANIC NON-WHITE NO CHILDREN LGBT SINGLE PARENT ASIAN MIDDLE
EASTERN/MUSLIM
Family Demographics
Explicit
Implicit
Hispanics state that their racial group is “All-
American”, at the INHERENT level they do not feel
All-American
Images associated with “All-American Family”
Base size: Hispanics = 170
Families associated with the “All-American Family”
(among Hispanics)
50%

35. THANK YOU
35

36. APPENDIX
36

37. THIS IS ALSO REFLECTED IN WHAT’S ON TV – WHITE,
TRADITIONAL FAMILIES ARE SEEN AS MORE “ALL AMERICAN”
29% 28%
15%
6% 5% 5%
4% 3% 3% 2%
26%
28%
13%
9%
5% 5%
3%
6%
3% 3%
THE TANNER
FAMILY, FULL
HOUSE
THE DUNPHY
FAMILY, MODERN
FAMILY
THE HECK
FAMILY, THE
MIDDLE
THE JOHNSON
FAMILY,
BLACKISH
THE GILMORE
FAMILY, THE
GILMORE GIRLS
THE LYON
FAMILY, EMPIRE
THE BLEUTH
FAMILY,
ARRESTED
DEVELOPMENT
THE HUANGS,
FRESH OFF THE
BOAT
THE PLUNKETT
FAMILY, MOM
THE
PFEFFERMAN
FAMILY,
TRANSPARENT
37
Q13: Which of the following TV families do you think best represents today's "All-American Family?“
Q14: Which of the following TV families do you think SHOULD represent today’s “All-American Family”?
Base size: Gen Pop = 1,201
TV FAMILIES THAT REPRESENT TODAY’S “ALL-AMERICAN FAMILY”
(among Gen Pop)
TV family that BEST represents today’s “All-
American family
TV family that SHOULD represent today’s “All-
American family
31% best / 40% should
among African Americans
10% best / 14% should
among Asian Americans

38. White
Black
Hispanic
Asian
Interracial
Middle Eastern/Muslim
Non-White Two parent
Single Parent
Children
No Children
LGBT
Non-LGBT
This region shows bias towards Families without
children as well as single parents
38
Northeast
Images associated with the All-American Family
Base size: Northeast=212
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

39. White
Black
Hispanic
Asian
Interracial
Middle Eastern/Muslim
Non-White
Two parent
Single Parent
Children
No Children
LGBT
Non-LGBT
The Midwest shows A specific bias towards LGBT
families
39
Midwest
Images associated with the All-American Family
Base size: Midwest=254
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

40. WhiteBlack
Hispanic
Asian
Interracial
Middle Eastern/Muslim
Non-White Two parent
Single Parent
Children
No Children
LGBT
Non-LGBT
The south shows the least bias when it comes to
defining an “All-American Family”
40
South
Images associated with the All-American Family
Base size: South = 466
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

41. White
Black
Hispanic
Asian Interracial
Middle Eastern/Muslim
Non-White
Two parent
Single Parent
Children
No Children
LGBT
Non-LGBT
The west has the narrowest Inherent view of
what makes a family “All-American”
41
West
Images associated with the All-American Family
Base size: West=268
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

42. White
Black
Hispanic
Asian
Interracial
Middle Eastern/Muslim
Non-White
Two parent
Single Parent Children
No Children
LGBT
Non-LGBT
Boomers
Boomers show one of the lowest levels of bias
among generations
42
Images associated with the All-American Family
Base size: Boomers n=401
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

43. White
Black
Hispanic
Asian
Interracial
Middle Eastern/Muslim
Non-White
Two parent
Single Parent
Children
No Children
LGBT
Non-LGBT
Generation X
While Generation X shows the highest
43
Images associated with the All-American Family
Base size: Generation X n=421
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

44. White
Black
Hispanic
Asian
Interracial
Middle Eastern/Muslim
Non-White
Two parent
Single Parent
Children
No Children
LGBT
Non-LGBT
Millennials
Millennials show bias towards equal bias to
boomers
44
Images associated with the All-American Family
Base size: Millennials n=378
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious

45. White
Black
Hispanic
Asian
Interracial
Middle Eastern/Muslim
Non-White
Two parent
Single Parent
Children
No Children
LGBT
Non-LGBT
Immigrants
Immigrants show the heaviest INHERENT and
explicit bias of all sub-groups
45
Images associated with the All-American Family
Base size: Immigrants n=100
**Small sample size
All-American Family
Consciously Only
All-American Family
Consciously & Subconsciously
All-American Family
Subconsciously Only
NOT All-American Family
Consciously & Subconsciously
Conscious
Subconscious