Gingerbread’s new campaign, ‘We are the 1 in 4,’ calls on companies to make family deals more inclusive.
Single parent families are all too often missing out on ‘family’ deals and paying a premium for days out, says charity Gingerbread as it launches a new campaign today.
Although one in four families in the UK is headed by a single parent, many ‘family’ deals are only for families made up of two adults and two children.
Gingerbread is launching a new campaign, We are the 1 in 4, which calls on businesses to recognise that families come in all shapes and sizes, and reflect this in their offers. The charity has heard from single parents who have found that they are not eligible for family deals in restaurants, cinemas and theme parks, or even face extra charges on holiday.
Gingerbread Chief Executive Fiona Weir said: “A quarter of families with children in the UK are headed by a single parent, that’s 2 million families. It’s high time that more businesses recognised this in their offers for families.
“There are already some businesses doing a great job to reflect modern family life, and we want to see more taking their lead.”
The charity is asking single parents – and businesses – to share good and bad examples on social media with the hashtag #wearethe1in4.
Notes to editors
A quarter of families with children in the UK are single parent families (ONS (2015) Families and households, 2015. Table 1.)