The marketer must be alert to what attitudinal configurations dominate in different types of families, and also to how these change over time. For example, the parent's conception of the child's rights and privileges has undergone a radical shift in the last 30 years. The child has become the center of attention and orientation in a great number of households, leading some writers to label the modern family a "filiarchy." This has important implications not only for how to market to today's family, but also on how to market to tomorrow's
family when the indulged child of today becomes the parent.