becoming a more inclusive business
Our groundbreaking research into single parent discrimination found that almost 70% of single parents were discriminated against in fees and charges. This isn’t a one off finding though. A poll run by single parent business Frolo found that 88% of single parents were discriminated against when paying for tickets or days out. While the Family Ticket Watch report found that 1 in 5 people visiting museums were single parents or visiting with one adult, yet despite this, 96% of single parents said that family tickets didn’t work for them.
These statistics make sobering reading for any company wanting to be inclusive. Companies which exclude single parent families from their pricing models don’t just risk losing valuable business, they also risk alienating a large customer base. Thoughtful, well-planned, inclusive marketing campaigns and pricing structures which embrace all family set-ups are essential.
The ‘single supplement’ that many single parent families end up paying effectively funds the discounts offered to ‘traditional’ (2 adults, 2 children) families. Some single parent families even reported being rejected from entrances because they did not meet the minimum requirements for a family ticket. In most instances, single parents pay more per person than coupled families do. Something which we, and many single parents, are campaigning to change. As one single parent said, “Everything is geared up for two adults together”, another commented, “Prices at attractions are always discriminating.”
We are calling on businesses to change this and highlighting those businesses that are already leading the way.
English Heritage has a ‘kids go free’ policy regardless of which membership you have purchased (individual/ couple)
A Family and Friends Railcard can be used by any two adults saving up to 30% on the adult fares and up to 60% on the child fares
Keighley & Worth Valley Railway have a small families ticket
Top tips for businesses
If your organisation is looking to be more inclusive, these are some things to consider when designing your marketing materials and pricing structures:
Understand the value families are seeking and consider how to ensure good value options are available to all
Mind your language - you don’t need to define who makes up a family, keep it open, we come in all shapes and sizes
Keep it flexible - don’t dictate the size of a family
Offer a range of prices
Make applicability rules as broad as possible
Ensure any discount structures don’t unintentionally exclude certain family set ups
Review pricing regularly
Ask your customers what they want to see
Examples of flexible pricing structures include:
A set percentage discount off the total cost when visiting with a child
Different family tickets for different sizes ensuring that the difference in the cost per person is not significantly higher for single parent families
Consider a lego pricing structure where different discount packages can be built together depending on the family size
Family tickets that are valid for a year to allow return visits
The option to add extra children or adults to a standard ticket price at a discounted rate
A small group ticket option which can include friends
Businesses need to be good value for all. Families don’t mind paying for days out, they just want it to be fair and accommodate the diversity of family set ups that exist. Be that small families with one parent and one child, or large intergenerational families with multiple adults and children.
If you would like to get in touch to discuss single parent inclusion simply fill in our contact form.