When marketing to today’s family unit, businesses need to think in singles. According to a Pew Research Center Survey, only 67 percent of U.S. households with children include two married parents, down from 92 percent in 1960. While in 1960, about 14 percent of single parent households were headed by fathers, today that number is almost one-quarter (24 percent). The differences between single fathers and single mothers are also interesting for marketers: Single fathers were found more likely than single mothers to be living with a cohabiting partner (41 percent versus 16 percent). Single fathers, on average, have higher incomes than single mothers and are far less likely to be living at or below the poverty line.