As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
When it comes to household
shopping, is your spouse: SEASONED VETS LEADERS- FOLLOWERS DIVIDE & CONQUERORS AD-LIBBERS INDEPENDENTS STRESSED SURVIVORS A helpful contributor? Anything but helpful? Not reading my spouse’s mind. Too many barriers to list. It’s a possibility. We share it. One of us deﬁnitely drives. Is there any other way? Process? What’s that? Who’s ultimately in the shopping driver’s seat? Do you have a clear process for household shopping? What’s your biggest barrier to getting the shopping done? Will the way you tackle household shopping change in the next 5 years? Why change what works perfectly? WHICH TEAM TYPE ARE YOU? . . . . . .
SEASONED VETS LEADERS- FOLLOWERS DIVIDE
& CONQUERORS AD-LIBBERS most common teams least common teams conﬁdent, organized & less rushed efﬁcient shoppers, rely on lists relaxed & efﬁcient, with deﬁned roles laid back and high-tech; use online tools for assistance contributing to a common mission helping where they best can enjoying their individual contributions indifferent; it’s a necessary task best collaborators & communicators happy with spouse’s level of involvement conﬁdent in their designated roles comfortable with their un-process lived with spouse 10+ years both work full time most afﬂuent younger couples SHOPPING STYLE SHOPPING FEELINGS TEAMWORK LIFESTAGE FACTORS TEAM TYPES STRESSED SURVIVORS frugal, inefﬁcient; rush through shopping a painful process looking for ways to hand it off multiple young children INDEPENDENTS disorganized & unstructured a stressful obligation dissatisﬁed with spouse’s involvement both work full time