George Carey is founder and CEO of The Family Room, a strategic research and brand consultancy with a special interest and expertise in family decision-making. At the core of his company’s work is a ten-year program mapping the shifting emotional landscape of kids, teens, moms, and dads around the world. These “Passion Points” provide a fascinating window into the soul of families, insight on the astonishing changes in their emotional priorities post-2016, and a roadmap for marketers wishing to market to the family heart, not head.
George began his career in the world of youth and parent advertising at Saatchi & Saatchi where he led of range of global accounts including General Mills and Procter & Gamble out of the US and Europe. In 1994 George founded Just Kid Inc., which later evolved into The Family Room (www.familyroomllc.com). Since its inception, George has been committed to self-funding thought-leadership studies on the remarkable new realities of modern family decision-making. At the heart of this learning agenda is The Family Room’s Family Dynamics Study which explores the shifting parent/child balance of power, the abdication of moms and dads as the family gatekeeper, and the rise of collaborative decision-making on everything from the family dinner to the family car. Even more central to The Family Room’s work has been its Family Passion Point™ Study, providing the first map of kids’, teens’, moms’ and dads’ emotional landscape and how it is responding to the times in which they live. George and his team use this understanding to elevate the emotional relevance of global brands and new products for clients that include LEGO®, Kraft, P&G, Nintendo, and Disney. George also has deep experience in the family health arena, having helped create campaign strategies for Centers for Disease Control and Prevention, Office of National Drug Control Policy, the USDA, and several foundations.
George has written multiple articles that have appeared in many industry trade magazines, as well as The New York Times,The Wall Street Journal, and Good Morning America. He has been a keynote speaker at a variety of industry conferences ranging from the GMA to the Toy Industry Association and the White House Summit on Healthy Youth. Nonetheless, his favorite activity remains sitting on the couch at home, watching Bugs Bunny cartoons with his teenage daughters.