Manchester-based marketing and insight firm, Mumpanel, has rebranded as The Family Panel.

Founder, Lynn Barcoe explained that it was to reflect the changing voices, opinions and needs of today’s “multigenerational family”

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“Over the last 10 years, the family unit has changed dramatically. More families now have three or more generations living and sharing together, more fathers are the primary child carer and generation Z are exerting their voices.

“The rebrand is in line with what’s happening in UK homes. We want to make sure that everyone has their voice heard and that brands and agencies have access to all their target audience to enable them to make their products the best they can be. We’re not forgetting mum – mums still remain at the heart of what we do but we’ll listen to those important influences in the family too.”

Established in 2009, the agency works with clients including Hasbro, Soreen and Kelloggs and now has 20,000 members.