This white paper examines how modern generations of mothers, specifically Gen X and millennial mothers, differ from previous generations in their approach to family, work, and life. It finds that today's mothers place higher value on practicality and want permission to be imperfect. They also prioritize family over work and want brands to recognize them as more than just mothers. Marketers need to understand these new attitudes in order to effectively communicate with contemporary female consumers.
This document discusses the changing roles and priorities of women, particularly mothers, over recent decades. It finds that while women have made significant advances professionally and educationally since the 1960s, they still bear most of the responsibilities of household and childcare. Younger generations of mothers, particularly Generations X and Y, are more pragmatic about having a career and family, realizing "having it all" does not mean doing it all. They prioritize family over career more than their predecessors and want support from marketers in feeling empowered and having more free time.
High Equity Risk Premium in a Low Volatility WorldRYAN RENICKER
Actionable trade ideas for stock market investors and traders seeking alpha by overlaying their portfolios with options, other derivatives, ETFs, and disciplined and applied Game Theory for hedge fund managers and other active fund managers worldwide. Ryan Renicker, CFA
Exxon Mobil Corporation at Barclays Capital 2009 CEO Energy Conferenceinvestorrelation
This document provides an overview of ExxonMobil's business model and strategy for delivering value through economic cycles. It discusses ExxonMobil's focus on risk management, financial strength, asset quality and diversity, and disciplined operations. Charts show ExxonMobil's consistent reserves replacement, lower cost reserves additions, project execution excellence, and industry-leading upstream volumes, earnings, and returns. The document outlines ExxonMobil's significant global project portfolio and future capacity growth.
From Recession to Recovery: The Status and Outlook for Economic Growth in the...brooksrm2042
The National Association of Real Estate Brokers 64th Annual Convention
Presented by:
LaVaughn M. Henry, Ph.D.
Vice President & Sr. Regional Officer
Fed. Reserve Bank of Cleveland
August 7, 2011
Making Sense of the U.S. Economy and Housing Market (Credit Union Webinar Han...NAFCU Services Corporation
Genworth's economist, Nathan Struemph, discusses informative economic updates and forecasts. You get a 360 degree view on economic trends, including a deeper dive into the U.S. housing market and will walk away with the critical information you need to introduce stronger more definitive strategies at your credit union. Recording available at http://www.nafcu.org/genworth.
This document discusses hypotheses about the effects of past urban rail infrastructure on current residential and travel choices. The hypotheses are that proximity to past rail influences current density, auto ownership, and mode choice. Several mechanisms are proposed for these influences, including durable built environment, behavioral persistence, infrastructure path dependence, and cultural effects. The document outlines a study of these hypotheses by examining Boston's urban rail history from 1865 to present.
The document appears to be a floor plan showing various rooms labeled in Spanish. It includes labels for a patio, kitchen-dining room, bedrooms, and a living hall. Dimensions are provided between 0.15 and 4 meters for each section.
The cmo survey highlights and insights, feb 2011christinemoorman
The survey found that marketer optimism about the overall US economy reached its highest point in two years, with an optimism score of 63.3 out of 100. Marketer optimism about their own company's revenue prospects continues to accelerate, scoring 73.2 out of 100. Over two-thirds of marketers say they are more optimistic about their company's revenue compared to last quarter, while optimism about the overall US economy increased from the previous quarter.
This document discusses the changing roles and priorities of women, particularly mothers, over recent decades. It finds that while women have made significant advances professionally and educationally since the 1960s, they still bear most of the responsibilities of household and childcare. Younger generations of mothers, particularly Generations X and Y, are more pragmatic about having a career and family, realizing "having it all" does not mean doing it all. They prioritize family over career more than their predecessors and want support from marketers in feeling empowered and having more free time.
High Equity Risk Premium in a Low Volatility WorldRYAN RENICKER
Actionable trade ideas for stock market investors and traders seeking alpha by overlaying their portfolios with options, other derivatives, ETFs, and disciplined and applied Game Theory for hedge fund managers and other active fund managers worldwide. Ryan Renicker, CFA
Exxon Mobil Corporation at Barclays Capital 2009 CEO Energy Conferenceinvestorrelation
This document provides an overview of ExxonMobil's business model and strategy for delivering value through economic cycles. It discusses ExxonMobil's focus on risk management, financial strength, asset quality and diversity, and disciplined operations. Charts show ExxonMobil's consistent reserves replacement, lower cost reserves additions, project execution excellence, and industry-leading upstream volumes, earnings, and returns. The document outlines ExxonMobil's significant global project portfolio and future capacity growth.
From Recession to Recovery: The Status and Outlook for Economic Growth in the...brooksrm2042
The National Association of Real Estate Brokers 64th Annual Convention
Presented by:
LaVaughn M. Henry, Ph.D.
Vice President & Sr. Regional Officer
Fed. Reserve Bank of Cleveland
August 7, 2011
Making Sense of the U.S. Economy and Housing Market (Credit Union Webinar Han...NAFCU Services Corporation
Genworth's economist, Nathan Struemph, discusses informative economic updates and forecasts. You get a 360 degree view on economic trends, including a deeper dive into the U.S. housing market and will walk away with the critical information you need to introduce stronger more definitive strategies at your credit union. Recording available at http://www.nafcu.org/genworth.
This document discusses hypotheses about the effects of past urban rail infrastructure on current residential and travel choices. The hypotheses are that proximity to past rail influences current density, auto ownership, and mode choice. Several mechanisms are proposed for these influences, including durable built environment, behavioral persistence, infrastructure path dependence, and cultural effects. The document outlines a study of these hypotheses by examining Boston's urban rail history from 1865 to present.
The document appears to be a floor plan showing various rooms labeled in Spanish. It includes labels for a patio, kitchen-dining room, bedrooms, and a living hall. Dimensions are provided between 0.15 and 4 meters for each section.
The cmo survey highlights and insights, feb 2011christinemoorman
The survey found that marketer optimism about the overall US economy reached its highest point in two years, with an optimism score of 63.3 out of 100. Marketer optimism about their own company's revenue prospects continues to accelerate, scoring 73.2 out of 100. Over two-thirds of marketers say they are more optimistic about their company's revenue compared to last quarter, while optimism about the overall US economy increased from the previous quarter.
The document provides an overview of the baby products market in China. It notes that the baby diaper market in China reached $41.2 billion in 2014 and is projected to reach $81.2 billion by 2019, growing at a 15% compound annual rate. Key trends in China include consumers increasingly valuing quality and brands, higher disposable income allowing parents to spend more on baby products, and adoption of disposable diapers and pants replacing traditional cloth options. The document also discusses strategies for entering the Chinese market, including partnering with local agents, as well as trends in Chinese consumer behavior like the emergence of online to offline commerce models.
The document discusses Honest Company's plans to expand into the Chinese market. It summarizes that the Chinese diaper market is growing rapidly and shifting towards premium products. Honest Company sees opportunities in targeting affluent Chinese families seeking Western, organic brands. Its strategy is to launch premium diapers online and through flagship stores in major cities, promoting the brand using Jessica Alba's celebrity status in China. Key challenges include strong competition from established brands and penetrating consumers used to lower prices.
The document summarizes findings from AdReaction's 2014 report on multiscreen advertising. Some key findings:
- 41% of screen time for U.S. multiscreen users is spent simultaneously using a TV and digital device, with 29% considered "stacking" (unrelated content) and 13% "meshing" (related content).
- The biggest opportunity for multiscreen marketing is during the 59% of screen time spent "shifting" between devices with synergistic campaigns.
- TV is often the first screen but digital devices are used to continue engaging with content. Marketers should have a presence across multiple devices with entertaining and useful content.
Williams 2008 Short Exam On Pop Islam Beliefsmarkswilliams59
This document summarizes Mark Williams' examination of beliefs in popular Islam, specifically focusing on three spirit-forces (magic, sorcery, evil eye) and three spirit-beings (jinn, zar, qarina) according to Hiebert's analysis. It discusses how these beliefs seem contrary to Islamic orthodoxy but are preserved in folklore and shape cultural heritage. The document also discusses the concept of "critical contextualization" in introducing Christian beliefs in a culturally sensitive way, replacing old beliefs with biblical alternatives so that Muslim-background believers can have confidence in their own faith community.
XML is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. XML was developed based on SGML and is designed to transport and store data. XML documents contain elements, attributes, and have a tree structure. Documents must follow specific rules to be considered valid XML, such as having matching start and end tags.
Este documento habla sobre la selección de imágenes y música para el disfrute de los usuarios de un foro llamado Morenin. El autor saluda a los usuarios de Morenin y les desea salud.
This document provides information about a school library's hours of operation, rules for student behavior, organization of materials, and computer use policies. It outlines that the library is open from 8:10-3:30 daily, with the Bionic Spirit Cart also available. Students are expected to respect others and property, participate appropriately, and do their best. Following the rules will benefit students, while breaking rules will have consequences. Materials are organized by the Dewey Decimal System and available for check-out. Computer use is only for education and requires adherence to usage policies.
due casi di cocreazione realizzati da TTV: il nuovo sito Nesquik per i genitori (in partnership con Now Available), i cui progettisti sono stati gli utenti della rete, e lo spettacolo Huggies (finalizzato alla creazione di un nuovo posizionamento, in partnership con JWT), frutto della collaborazione delle mamme blogger, autrici teatrali per un giorno.
Inside this Issue:
1. Listening to the Patient by Hanno Wolfram
The answer to the simple question – “Dear patient, to which degree has your health problem been solved or alleviated?” – might be your company’s most important metric.
2. Getting the Bang for Your Buck from Training by K. Hariram
What you do post-training is crucial to the long-term effectiveness of your training programs.
3. 3 Principles of Steve Jobs by Prof. Vivek Hattangadi
Using Empathy, Focus and Imputation to deliver value and to delight your customers.
4. Is Indian Pharma Future-Ready? by Salil Kallianpur
The nature of healthcare delivery is changing rapidly. Can Indian pharma keep pace?
5. Trial by Fire by Dr. Viraj Suvarna
Much rhetoric has muddied the water of what exactly is at stake for clinical trials in India.
6. 42 Years at Pfizer - Special Report
Sudhir Ganguly recently retired after a 42 year stint at Pfizer.
Ra Travel Brochure " Elite Series "HenryWeathers
RA Travel is an unrivaled travel resource that aims to make journeys rewarding experiences. They offer a comprehensive suite of personal travel services including travel planning, tours, transportation, accommodations, and more. Drawing on over 25 years of experience and global network of experts, RA Travel possesses an intimate knowledge of destinations around the world. Their expertise and buying power allow them to reliably meet clients' unpredictable travel needs while delivering premium value.
Per la fantastica Classe IV di Sqcuola di Blog (la più giovane con la coach più vecchia - ma mai abbastanza saggia) e per gli amici che ci hanno seguito con #BattleRoyale e #SDBawards a Parma il 25/26 ottobre 2013
Mining and analyzing social media hicss 45 tutorial – part 2Dave King
The document discusses sentiment analysis techniques for classifying text data, specifically tweets, as expressing positive or negative sentiment. It describes using a naïve Bayesian classifier trained on tweets labeled as positive or negative based on the presence of emoticons like :) or :(. Feature selection involves counting words from curated positive and negative word lists in each tweet. The classifier calculates the probability that a new tweet expresses positive or negative sentiment based on word frequencies. Accuracy of over 80% is reported for classifying tweets with this simple approach.
This document lists 10 actors who have portrayed Hamlet in film adaptations between 1948 and 2009. It includes Lawrence Olivier in 1948, Richard Burton in 1964, Derek Jacobi in 1979, Mel Gibson in 1990, Kenneth Branagh in 1996, Ethan Hawke in 2000, David Tennant and Jude Law both in 2009 films, Julio Manrique in 2009, and Blanca Portillo in 2009.
Toronto housing stats market watch all neighbourhoods dec. 2010James Metcalfe
Existing home sales in the Greater Toronto area totaled 86,170 in 2010, down 1% from 2009, with the average price rising 9% to $431,463. While the market started very strong, conditions softened in the summer due to new lending rules and the HST, before strengthening again as affordability concerns eased. The median price in December 2010 was $355,000, up from $349,000 in December 2009, and annual price growth is expected to remain around 5% in 2011.
EurAsia21 is a France-based company located near Paris that was created in 2000 by Claude Denoun to provide engineering software solutions and business development services between Europe and Asia Pacific markets. The company works on automobile engineering design and manufacturing projects between clients in China, India, and Western partners. EurAsia21 also offers intercultural training, consulting services, and supports European companies conducting projects in Asia. Its main areas of coverage are China and India, and it partners with Asian companies in fields like CAD software, automotive engineering, mold/tool manufacturing, and more.
This document discusses the changing roles and priorities of women, particularly mothers, over recent decades. It finds that while women have made significant advances professionally and educationally since the 1960s, they still bear most of the responsibilities of household and childcare. Younger generations of mothers, particularly Generations X and Y, are more pragmatic about combining career and family, realizing "having it all" does not require "doing it all." They prioritize family over work more than their predecessors or men of their generation. Marketers need to understand these changing attitudes to effectively reach today's time-crunched "real moms."
Published November 16, 2009.
ABSTRACT 2
INTRODUCTION 2
This Advertising Age and JWT white paper explores what multiple generations of
American women want when it comes to family,work and life in the 21st centu-
ry, decades after the women’s liberation movement. It focuses in depth on
Generation X (ages 30 to 44) and millennial (ages 18 to 29) mothers and how they
differ from their older counterparts.
The document provides an overview of the baby products market in China. It notes that the baby diaper market in China reached $41.2 billion in 2014 and is projected to reach $81.2 billion by 2019, growing at a 15% compound annual rate. Key trends in China include consumers increasingly valuing quality and brands, higher disposable income allowing parents to spend more on baby products, and adoption of disposable diapers and pants replacing traditional cloth options. The document also discusses strategies for entering the Chinese market, including partnering with local agents, as well as trends in Chinese consumer behavior like the emergence of online to offline commerce models.
The document discusses Honest Company's plans to expand into the Chinese market. It summarizes that the Chinese diaper market is growing rapidly and shifting towards premium products. Honest Company sees opportunities in targeting affluent Chinese families seeking Western, organic brands. Its strategy is to launch premium diapers online and through flagship stores in major cities, promoting the brand using Jessica Alba's celebrity status in China. Key challenges include strong competition from established brands and penetrating consumers used to lower prices.
The document summarizes findings from AdReaction's 2014 report on multiscreen advertising. Some key findings:
- 41% of screen time for U.S. multiscreen users is spent simultaneously using a TV and digital device, with 29% considered "stacking" (unrelated content) and 13% "meshing" (related content).
- The biggest opportunity for multiscreen marketing is during the 59% of screen time spent "shifting" between devices with synergistic campaigns.
- TV is often the first screen but digital devices are used to continue engaging with content. Marketers should have a presence across multiple devices with entertaining and useful content.
Williams 2008 Short Exam On Pop Islam Beliefsmarkswilliams59
This document summarizes Mark Williams' examination of beliefs in popular Islam, specifically focusing on three spirit-forces (magic, sorcery, evil eye) and three spirit-beings (jinn, zar, qarina) according to Hiebert's analysis. It discusses how these beliefs seem contrary to Islamic orthodoxy but are preserved in folklore and shape cultural heritage. The document also discusses the concept of "critical contextualization" in introducing Christian beliefs in a culturally sensitive way, replacing old beliefs with biblical alternatives so that Muslim-background believers can have confidence in their own faith community.
XML is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. XML was developed based on SGML and is designed to transport and store data. XML documents contain elements, attributes, and have a tree structure. Documents must follow specific rules to be considered valid XML, such as having matching start and end tags.
Este documento habla sobre la selección de imágenes y música para el disfrute de los usuarios de un foro llamado Morenin. El autor saluda a los usuarios de Morenin y les desea salud.
This document provides information about a school library's hours of operation, rules for student behavior, organization of materials, and computer use policies. It outlines that the library is open from 8:10-3:30 daily, with the Bionic Spirit Cart also available. Students are expected to respect others and property, participate appropriately, and do their best. Following the rules will benefit students, while breaking rules will have consequences. Materials are organized by the Dewey Decimal System and available for check-out. Computer use is only for education and requires adherence to usage policies.
due casi di cocreazione realizzati da TTV: il nuovo sito Nesquik per i genitori (in partnership con Now Available), i cui progettisti sono stati gli utenti della rete, e lo spettacolo Huggies (finalizzato alla creazione di un nuovo posizionamento, in partnership con JWT), frutto della collaborazione delle mamme blogger, autrici teatrali per un giorno.
Inside this Issue:
1. Listening to the Patient by Hanno Wolfram
The answer to the simple question – “Dear patient, to which degree has your health problem been solved or alleviated?” – might be your company’s most important metric.
2. Getting the Bang for Your Buck from Training by K. Hariram
What you do post-training is crucial to the long-term effectiveness of your training programs.
3. 3 Principles of Steve Jobs by Prof. Vivek Hattangadi
Using Empathy, Focus and Imputation to deliver value and to delight your customers.
4. Is Indian Pharma Future-Ready? by Salil Kallianpur
The nature of healthcare delivery is changing rapidly. Can Indian pharma keep pace?
5. Trial by Fire by Dr. Viraj Suvarna
Much rhetoric has muddied the water of what exactly is at stake for clinical trials in India.
6. 42 Years at Pfizer - Special Report
Sudhir Ganguly recently retired after a 42 year stint at Pfizer.
Ra Travel Brochure " Elite Series "HenryWeathers
RA Travel is an unrivaled travel resource that aims to make journeys rewarding experiences. They offer a comprehensive suite of personal travel services including travel planning, tours, transportation, accommodations, and more. Drawing on over 25 years of experience and global network of experts, RA Travel possesses an intimate knowledge of destinations around the world. Their expertise and buying power allow them to reliably meet clients' unpredictable travel needs while delivering premium value.
Per la fantastica Classe IV di Sqcuola di Blog (la più giovane con la coach più vecchia - ma mai abbastanza saggia) e per gli amici che ci hanno seguito con #BattleRoyale e #SDBawards a Parma il 25/26 ottobre 2013
Mining and analyzing social media hicss 45 tutorial – part 2Dave King
The document discusses sentiment analysis techniques for classifying text data, specifically tweets, as expressing positive or negative sentiment. It describes using a naïve Bayesian classifier trained on tweets labeled as positive or negative based on the presence of emoticons like :) or :(. Feature selection involves counting words from curated positive and negative word lists in each tweet. The classifier calculates the probability that a new tweet expresses positive or negative sentiment based on word frequencies. Accuracy of over 80% is reported for classifying tweets with this simple approach.
This document lists 10 actors who have portrayed Hamlet in film adaptations between 1948 and 2009. It includes Lawrence Olivier in 1948, Richard Burton in 1964, Derek Jacobi in 1979, Mel Gibson in 1990, Kenneth Branagh in 1996, Ethan Hawke in 2000, David Tennant and Jude Law both in 2009 films, Julio Manrique in 2009, and Blanca Portillo in 2009.
Toronto housing stats market watch all neighbourhoods dec. 2010James Metcalfe
Existing home sales in the Greater Toronto area totaled 86,170 in 2010, down 1% from 2009, with the average price rising 9% to $431,463. While the market started very strong, conditions softened in the summer due to new lending rules and the HST, before strengthening again as affordability concerns eased. The median price in December 2010 was $355,000, up from $349,000 in December 2009, and annual price growth is expected to remain around 5% in 2011.
EurAsia21 is a France-based company located near Paris that was created in 2000 by Claude Denoun to provide engineering software solutions and business development services between Europe and Asia Pacific markets. The company works on automobile engineering design and manufacturing projects between clients in China, India, and Western partners. EurAsia21 also offers intercultural training, consulting services, and supports European companies conducting projects in Asia. Its main areas of coverage are China and India, and it partners with Asian companies in fields like CAD software, automotive engineering, mold/tool manufacturing, and more.
This document discusses the changing roles and priorities of women, particularly mothers, over recent decades. It finds that while women have made significant advances professionally and educationally since the 1960s, they still bear most of the responsibilities of household and childcare. Younger generations of mothers, particularly Generations X and Y, are more pragmatic about combining career and family, realizing "having it all" does not require "doing it all." They prioritize family over work more than their predecessors or men of their generation. Marketers need to understand these changing attitudes to effectively reach today's time-crunched "real moms."
Published November 16, 2009.
ABSTRACT 2
INTRODUCTION 2
This Advertising Age and JWT white paper explores what multiple generations of
American women want when it comes to family,work and life in the 21st centu-
ry, decades after the women’s liberation movement. It focuses in depth on
Generation X (ages 30 to 44) and millennial (ages 18 to 29) mothers and how they
differ from their older counterparts.
This document discusses the changing roles and priorities of women, particularly mothers, over recent decades. It finds that while women have made significant advances professionally and educationally since the 1960s, they still bear most of the responsibilities of household and childcare. Younger generations of mothers, particularly Generations X and Y, are more pragmatic about combining career and family, realizing "having it all" does not require "doing it all." They prioritize family over work more than their predecessors and want support from marketers in feeling empowered and having more flexibility to pursue interests outside motherhood.
This white paper examines how modern generations of mothers, specifically Gen X and millennial mothers, differ from previous generations in their approach to family, work, and life. It finds that younger mothers prioritize pragmatism, wanting the freedom to balance family and career according to their individual needs and circumstances. The paper also explores what messaging and products real moms respond to, noting they want affordable options and brands that understand their complicated lives.
Yehia El-khatib and Chris Edwards. "A Survey-based Study of Grid Traffic". In Proceedings of the International Conference on Networks for Grid Applications (GridNets 2007), Lyon, France, October 17-19 2007.
IBM Power Systems have seen the largest shift in customer spending share in UNIX history, with IBM gaining market share over HP and Sun. New technologies like POWER5 Micro-Partitioning, POWER6 Live Partition Mobility, and POWER4 Dynamic LPARs have allowed customers to move to higher value workloads on Power Systems. Based on data from IDC, IBM has increased its UNIX server revenue share over the past decade while HP and Sun have lost share.
This document presents a report on the 2011 investment returns of the Cook County Pension Fund and compares them to other public and private pension funds. It shows that the Cook County fund had a return of 1.2% for 2011, lower than the average returns for other Illinois public pension funds and lower than average returns for large private sector funds. The report also includes tables showing the Cook County fund's returns over various time periods from 1981 to 2011 and compares 5-year average returns from 1982 to 2011 to other public sector funds and national trends.
The Great Lakes have experienced increasing pollution over time, harming the ecosystem. Water temperatures have risen significantly in recent decades, with Lake Erie's surface temperature reaching 27 degrees Celsius in August 2010. This warming has reduced ice cover on the lakes to only 10% of historic levels. The lack of ice is damaging fish habitats and allowing invasive species to thrive. Most recently in 2012, tens of thousands of dead fish washed up on the shores of Lake Erie, a sign of the troubled state of pollution in the Great Lakes.
This document contains examples of balanced scorecards from different divisions and time periods. It shows metrics like staff satisfaction, expense ratios, customer satisfaction, value of new business, sales volumes, and net profit after tax. The balanced scorecards provide a high-level overview of performance across key metrics over time to help evaluate progress toward goals.
Land and Home(s) No Longer Four Letter Words?Allen Matkins
The document discusses trends in the real estate development and new home market. It provides the following key points:
1. The new home market is recovering from the housing crisis as excess supply is worked through the system and new construction has stopped for five years, while economic fundamentals are improving.
2. Job growth is strong in many states including California, Texas, and Florida. The San Jose and Washington D.C. metro areas have the highest number of job postings per capita. California employment is growing fastest in professional and business services and health care.
3. Single family permits in California are rising again after hitting a low point during the recession but remain well below historical averages, indicating the new home market
A presentation I made at a large pharmaceutical industry conference in 2007. Initial speaker (to the 5.5 minute mark) is the chair of the session, Eric Towler. The session was focused on the Evolving Role of Project Management in Drug Development, and my portion was focused on Resource Planning and Management.
For additional context, see related blog post at http://hermosatech.com
Pine Technical report: CDI versus TJLP, volatility versus trendBanco Pine
This report compares the CDI (Certificado de Depósito Interbancário), an overnight interest rate in Brazil, to the TJLP (Taxa de Juros de Longo Prazo), a long-term interest rate. It finds that while the CDI has fluctuated more due to deviations in inflation from targets, the TJLP has remained stable between 5-5.5% to encourage long-term private investments. Lower interest rates through the Selic rate and CDI aim to stimulate Brazil's slowing GDP growth by expanding private investments and credit. The report provides graphs and analysis showing the relationship between these interest rates, inflation, and economic growth in Brazil.
This document from the Ministry of Land, Infrastructure, Transport and Tourism contains projections and statistics about population growth, economic growth, urbanization, and climate change impacts in Japan through 2050. It predicts that Japan's population will peak around 2040 and then decline, while the percentage of people over 65 will continue increasing. It also estimates that GDP will continue growing and the majority of people will live in urban areas, concentrating coastal flooding risks from rising sea levels.
The document provides statistics on Ireland's economy and its relationship with the EU from 1960 to 2005. Key metrics shown include Ireland's GDP per capita increasing sharply from 1960 to 2005, high employment rates from 1996 to 2005 for both males and females, unemployment rates generally lower than the EU average, government debt as a percentage of GDP declining after peaking in the late 1990s, and Ireland typically running budget deficits smaller than the EU limit.
The glass recovery target of 60% had not yet been reached, lagging behind other materials like plastic, paper, metal, and wood, which had all converged near their recovery targets. A chart showed glass recovery rates over the years were 45% in 1998, 40% in 2000, and 56% in 2010, still below the 60% target. A social solidarity campaign was launched with goals of increasing glass recycling and appealing to volunteers, using a roadshow in central locations with animation and media partners to raise involvement.
22.02, Group 5 — Concept of sustainable development in built environmentWDC_Ukraine
This document outlines a future vision for achieving sustainability goals by 2030 in the areas of waste recycling, renewable energy, and energy efficiency. It proposes reaching 80% waste recycling, generating 50% of energy from renewable sources, and improving energy efficiency in industry and homes through various policy, economic, educational, and informational mechanisms. Progress will be measured using indicators like environmental sustainability index, ecological footprint, energy and emissions intensity per GDP.
Wellness & Consumer Driven Health Careguest00dbec2
See how oer 12,000 other businesses across the U.S. areusng Wellness & Consumer Driven Health Plans as an effective business strategy. How does your company compare?
Wellness & Consumer Driven Health Careguest00dbec2
Learn from what over 12,000 other businesses are doing across the U.S. with Wellness and Consumer Driven Health Plans as a business strategy. How does your plan compare?
The document discusses how social change influences population health. It states that social change occurs over time in response to various environmental, political, and social factors. Demographic factors like population size, distribution, structure, fertility rates, mortality rates, and migration patterns are important to estimate current and future social needs. The document also examines differences between traditional and modern cultures, looking at things like relationships, knowledge, religion, and lifestyle. It discusses how values, customs, and traditions are shared within a cultural group and how contact between cultures can lead to acculturation and integration.
The top emotion women are feeling today is, “Tired,” according to the SheSpeaks Spring Women’s State of Mind Survey that polled women across the U.S. SheSpeaks, the largest and most diverse community of female consumers and influencers in the U.S., has been conducting these surveys quarterly since March 2020.
By comparison, in the Winter Women’s State of Mind survey, fielded in December 2021, the emotions, “Grateful” and “Hopeful” were tied for the top response at 41% followed by Tired (36%), and then Anxious/Worried (30%). That’s a 25% increase from December of those who chose “Tired.”
“This sharp turnaround from a positive to a negative emotion in just a few short months is concerning,” says Aliza Freud, CEO, SheSpeaks. “It’s especially revealing that the top response was,‘Tired.’ By comparison, when we fielded the survey in October 2020, the negative emotion, ‘Uncertain,’ garnered the most responses. After more than 2 years of the pandemic, women are feeling worn out,” she adds. That same percentage of women, 45%, also feel neutral to negative about their mental health.
Highlights from the survey:
• Asked to pick up to 4 emotions, ‘Tired’ was chosen by almost half (45%) of those surveyed followed by Grateful at 40%. Hopeful dropped to 37%, then Overwhelmed (31%).
• Just 20% of women say that their life is what they imagined it would be 5 years ago.
• Half of women (49%) said they have experienced burn out since the pandemic began while only 38% say that they have not, and 13% say they are not sure.
• The pandemic has had the most significant negative impact on women’s social lives (53%) and mental health (49%) followed by physical health (38%) and personal financial situation (37%).
“From these results we can clearly see what women feel has been lost and the challenges we face moving forward,” says Freud. “Given the impact the pandemic has had, it would be logical to think that physical health would be number 1, but it’s not. A wide swath of women from all over the country, representing 4 generations, admit that their social lives and mental health have suffered the most. They are tired, burned out and left wondering what’s going to be the long-term ramifications,” she adds.
SheSpeaks fielded the "Women's State of Mind" Study from May 2nd to May 8th, 2022. 1,100 women from across the US ages 18+ completed the study.
Over the last two years, there is no question that shopping habits have evolved. In fact, Adobe estimates that the pandemic has added a whopping $218.53 billion dollars to ecommerce since March 2020. US ecommerce grew 14.2% in 2021.
Consumers now spend an average of $6.7 billion online each month for groceries, up from $3.1 billion pre-pandemic. Adobe expects the category to top $85 billion in 2022.
But, according to a study that SheSpeaks just completed with 1,200 respondents, women still buy the majority of their groceries in store.
The SheSpeaks “How Shopping Is Evolving” study is chock full of important shopper insights!
Over 1,000 women from the SheSpeaks community weigh in on 2022 goals, female mentorship, social media, and work life balance among other topics.
Join our community at shespeaks.com/join_now!
To learn more about our company, visit shespeaksinc.com, or contact us at hello@shespeaks.com.
Women are more optimistic about their personal finances in 2022 compared to 2021. They are most interested in spending time with family and friends or learning something new. While Instagram, YouTube and Pinterest remain the most used social media platforms, TikTok has surpassed Facebook. Women feel most grateful, hopeful and tired going into the new year and are most concerned about the economy. Price and good customer experience most impact purchasing decisions. The majority of women are unsure how much longer the COVID pandemic will last or if the country is headed in the right direction.
Wave 5: Marketing During A Crisis: The New Norm & Post CoronavirusSheSpeaks Inc.
In an effort to better understand how shoppers are reacting to the impact of the Coronavirus, SheSpeaks asked women age 18+ across the US to share their thoughts and experiences related to sentiment, attitude and purchase behavior. We shared these results at a webinar with the Supplier Community on Thursday, May 7th.
This is the fifth survey in our series related to Shopper behavior since the country began to shut down in mid-March.
SheSpeaks' latest survey was fielded online:
On May 1-5, 2020 and 1,458 respondents completed the survey
Throughout this report we will compare current results to the prior wave conducted on April 17th.
REPORT: Women React to Coronavirus Crisis 4-17-20SheSpeaks Inc.
In our latest study on how women are reacting to COVID-19, we asked 1,685 from across the US to share their thoughts on and experiences related to the crisis.
This is our 4th survey on the Coronavirus and it was fielded April 13th-15th 2020.
Topline Findings:
•More Social But Less Connected: While women are talking to friends & family more often than before the Coronavirus crisis, they are feeling less connected than before with only 22% saying that they feel “Connected”.
•More Optimistic vs. April 5th Survey Results: Women are 60% more optimistic about how badly the country will be effected by Coronavirus vs. the April 5th survey.
•Food Consumption of Grocery Items is Up: Overall consumption of grocery products is up with Snacks ranking #1. Not far behind are milk, eggs and drinks. While Beauty products and personal care purchase has decreased. And 80% are still going to grocery stores.
•They are Online & On Social: Women reported increases in visiting online news sites (51%), shopped online (34%), watching the news on tv/cable (56%), and talking to friends and family virtually (57%), on social media (46%)
•Looking to the Future: When the Coronavirus crisis ends, women are looking forward to #1 Visiting Friends and Family, #2 Going out to Eat and #3 Going to Public Parks.
Please see below report for more details and feel free to reach out with any questions to carol@shespeaks.com.
COVID19 REPORT: Consumer Consumption Changes SheSpeaks Inc.
In an effort to better understand how women are reacting to and feeling about the impact of the Coronavirus, SheSpeaks asked women age 18+ across the US to share their thoughts and experiences related to the Coronavirus.
This is the 3rd survey that we have conducted on Coronavirus and was fielded between March 31st- April 4th 2020. 1,629 respondents completed this survey.
As Americans acclimate to Shelter in Place orders, their use of social media, online and cable news as well as online shopping have all increased.
Respondents are experiencing an overwhelming sense of Uncertainty which is driving perceptions.
Our findings are included.
For questions or more information, please contact carol@shespeaks.com
In an effort to better understand how women are feeling about the impact of the Coronavirus, SheSpeaks asked women age 18+ across the US to share their thoughts and experiences related to the Coronavirus.
Two separate surveys were fielded:
On March 9th-11th 2020 and 1,369 respondents completed the survey
On March 13th-15th 2020 and 1,357 respondents completed the survey.
The consumer reaction to Coronavirus is changing very quickly. Significant differences emerge in just a few days between fielding of both studies.
For questions or more information, please contact carol@shespeaks.com
The survey asked 1,369 women across the US to share their thoughts and experiences related to the Coronavirus from March 9-10, 2020. The survey was conducted by SheSpeaks to understand the voice of female consumers and influencers on the Coronavirus. Topline findings from the survey follow in the document.
The FTC has released new influencer guidelines. Be sure that you are up to date on the guidelines if you are an influencer or you a brand that engages influencers.
How Influencers Drive Sales on Amazon - Oct 2019SheSpeaks Inc.
Influencers of all sizes are effectively driving sales on Amazon.com. The following presentation gives brands that sell product on Amazon.com ideas and tips for effectively tapping in to the power of influencers to drive sales for their products.
SheSpeaks surveyed 650 millennial women across the US from August 12th-15th to better understand:
- Their current purchasing behaviors in the frozen pizza category and
- Interest in frozen pizza and plant-based food products
Following are high-level findings and data from the study along with selected testimonials from survey respondents.
Influencers Help Shoppers Fall in Lava w/ Hershey's Valentine's Day Kisses!SheSpeaks Inc.
In February of 2019, Hershey's charged SheSpeaks with a executing a Valentine's Day campaign designed to drive interest and purchase of Hershey's Lava Cake Kisses and Pot of Gold Chocolate at Walmart.
The campaign surpassed goals and delivered sales and a strong ROI.
Here's the skinny on the "Sweet" Campaign Results:
- 94 MM impressions
- 9 MM people reached
- 397,243 program engagements
- Increase of + 6.0% YoY Sales Growth
- 44% growth for Pot of Gold
- Lava Kisses #2 New Chocolate item at retailer
- Increase in Overall sell through: 89.4% vs LY 88.8%
Learn more about this effective influencer marketing campaign in the attached presentation to Association of National Advertiser members.
SheSpeaks Baby Care: Consumer Insights 2019SheSpeaks Inc.
In 2019 SheSpeaks commissioned our Baby Care study with the goal of better understanding:
- What drives Moms' purchase intent
- How Moms are engaging in social & with Baby Care brands in social
- What causes mom to experiment & engage with new Baby Care brands and products
- What is the role of dads in today's decision-making processes
The following report details our findings.
Women are overwhelmingly bored with their current meal options and seeking new food preparation ideas. They are most influenced in their food purchases by coupons/discounts and opinions of friends and family. Facebook and Instagram are the dominant social media platforms for finding meal inspiration. Brands should provide samples, recipes, and tips to address boredom and engage consumers on social media where food choices are shared.
Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
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AdAge "The Rise of the Real Mom"
1. WHITE PAPER SPONSORED BY
THE NEW FEMALE CONSUMER: WOMEN THEN AND NOW
WHEN THEY WED WHEN THEY STARTED HAVING KIDS
THE RISE
30 30
Years old Years old
25.9 25.0
25 25
21.4
20.3
20 20
15 15
OF THE
10 10
5 5
0 0
REAL
1960 2008 1970 2006
HOW MANY WENT ON TO COLLEGE HOW MANY WORKED
AFTER HIGH SCHOOL
100% 100%
80 80
66.1%
59.5%
60 60
37.9%
40 40 37.0%
MOM
20 20
0 0
1960 2006 1960 2008
HOW MUCH THEY MADE HOW MUCH THEY MADE FOR EVERY
(IN THOUSANDS)* DOLLAR MEN MADE
$25 $1.00
20 0.80 77.1¢
$20,867 60.7¢
15 0.60
Still targeting ‘Supermom’? For 10 $1,261 0.40
younger generations of mothers, ($8,023 in
2008 dollars)
0.20
having it all doesn’t mean doing it all 5
By MARISSA MILEY and ANN MACK 0 0.00
marissa.miley@mac.com, ann.mack@jwt.com 1960 2008 1960 2008
*Median for all women, not just those in the labor force. Sources: U.S. Census Bureau, National Center for Health Statistics, National Center for Education Statistics, U.S. Bureau of Labor Statistics
2. WHITE PAPER
2 THE RISE OF THE REAL MOM
TABLE OF CONTENTS ABSTRACT
This Advertising Age and JWT white paper explores what multiple generations of
ABSTRACT 2 American women want when it comes to family, work and life in the 21st centu-
ry, decades after the women’s liberation movement. It focuses in depth on
INTRODUCTION 2 Generation X (ages 30 to 44) and millennial (ages 18 to 29) mothers and how they
differ from their older counterparts. It also examines how marketers can and
THE REAL WOMAN 4 should improve communications that target this demographic. This paper is based
on a quantitative study of 870 men and women 18 and older conducted July 7-14,
THE REAL MOM 6 2009, using SONAR, JWT’s proprietary online research tool. (All data have been
weighted to 2007 census estimates across gender, age and household income.) It is
THE NEW PRAGMATISM 12 also the cumulative work of interviews with more than a dozen marketers and
experts, as well as qualitative research conducted with women around the country
WHAT REAL MOMS WANT 14 via the video-based community ExpoTV.
EVERY DOLLAR COUNTS 14
FAMILY COMES FIRST 15
PERMISSION TO BE IMPERFECT
MORE THAN JUST A MOM
16
17 INTRODUCTION
In 1968, Philip Morris introduced a new product line to the market: Virginia Slims,
HOW REAL MOMS SHOP 18 the slender “cigarette for women only.” To promote the line, Philip Morris built on
the energy of second-wave feminism and cleverly co-opted much of the move-
WHAT GETS REAL MOMS’ ATTENTION 20 ment’s language. The result: “You’ve come a long way, baby,” a powerful and long-
lasting advertising campaign that juxtaposed photographic images of the inhibited,
APPENDIX 23 unhappy women of yesteryear with the liberated, empowered women of the day.
More than 40 years later, American women have come an even longer way. They
are highly educated in greater numbers than ever before; they are working profes-
sionals climbing the ranks; they are the privileged product of generations of women
MEET A MOM who have fought for equality in and outside the home. Yet as much as they have
ANGELA 13
changed, in many ways they are the same. Today’s woman is still the designated
JANE 14
HEATHER 15 chief operating officer of the home.
As this Advertising Age and JWT white paper will explore in depth, women with
children still handle the bulk of the household and child-care responsibilities, the
so-called “second shift”—whether they are working full time, staying at home or
something in between. Even younger women consider marriage and parenthood
more important than men their age.
Date published: The fact is, no matter how progressive they are, women are up against some-
Nov. 16, 2009 thing that just won’t budge: biology. Motherhood will always distinguish most
women from men and put them at the center of home and family life. While that’s
not necessarily a bad thing, many mothers, especially working mothers, are time-
crunched and stressed, putting in long hours at work and at home.
Much can be said about the need for corporate change—a move away from the
traditional 9-to-5 and toward flex time and telecommuting, an embrace of family
leave for mothers and fathers—but that is not the business of this paper, which
MORE ON ADAGE.COM focuses on how marketers can change their strategies to more effectively commu-
nicate with these women.
“The New Female Consumer:
This paper is based on a quantitative study of 870 men and women conducted in
The Rise of the Real Mom” is
one in a series of white papers July 2009 using SONAR, JWT’s proprietary online research tool. (All data have
published by Advertising Age. been weighted to 2007 census estimates across gender, age and household income.)
To see other Ad Age white It is also based on interviews with more than a dozen marketers and experts about
papers and obtain additional the study’s results, as well as qualitative research conducted with women around
copies of this white paper, go the country via the video-based community ExpoTV. It explores what women want
to AdAge.com/whitepapers when it comes to family, work and life in the 21st century—decades after the
3. SPONSORED BY
THE RISE OF THE REAL MOM 3
women’s liberation movement. And it focuses in depth on Generation X
and millennial mothers and how they differ from their older counterparts.
CHARTS
Increasingly, Gen Xers (ages 30 to 44) and millennials (ages 18 to 29)
are not beholden to perfection. Having seen their predecessors exhaust CHART 1: IMPORTANCE OF CAREER 4
themselves trying to achieve an elusive ideal—the corner office, 2.5 well-
groomed children at home and Julia Child’s command of the kitchen— CHART 2: PRIORITIES FOR
these younger mothers realize that “having it all” does not require doing WOMEN BY AGE 5
it all. CHART 3: PRIORITIES FOR
While a decade ago mothers aspired to be “Supermom,” today’s moth- MEN BY AGE 5
ers aim to be pragmatic, efficient and rooted in reality. They want to be
real moms. (That lowercase is intentional; these women don’t need fancy CHART 4: MILLENNIAL PRIORITIES 6
titles.) Perhaps more importantly, they want to be real women, with inter-
ests that include and extend beyond their roles as caretakers, providers CHART 5: HOUSEHOLD AND
CHILD-CARE RESPONSIBILITIES 7
and nurturers.
In this way, real moms look to subvert the so-called “mommy trap,” CHART 6: HOUSEHOLD
where a mother has to choose whether to forfeit a career to care for the RESPONSIBILITIES 8
kids or plow ahead at work and hand over the stroller reins to the nanny.
Real moms understand that tradeoffs are implicit in motherhood; they CHART 7: CHILD-CARE
just don’t see things as black and white. RESPONSIBILITIES 9
Real moms still have unmet needs—as women and mothers. Boston CHART 8: STRESS LEVELS 10
Consulting Group estimates that women control $4.3 trillion of the $5.9
trillion in U.S. consumer spending, or 73% of household spending. To CHART 9: PURCHASING INFLUENCES 16
reach this demographic, marketers need not just to communicate that the
goods and services they offer are practical and convenient; they also need CHART 10: CLOTHING PURCHASES 17
to make real moms feel confident and in charge. Marketers should CHART 11: AUTO PURCHASES 18
empower these female consumers to delegate to others (spouses, children,
brands) so they can have more time to be who they want to be—at home, CHART 12: TRAVEL PURCHASES 19
at work and on their own. And marketers have to use new ways to reach
a population that rarely has time to sit down to read or watch or enjoy CHART 13: ENTERTAINMENT
something without simultaneously doing something else. PURCHASES 23
CHART 14: PERSONAL-CARE
PURCHASES 23
CHART 15: APPLIANCE PURCHASES 24
CHART 16: HOME-FURNISHING
PURCHASES 25
CHART 17: FOOD/BEVERAGE
Real moms look to subvert the PURCHASES 26
so-called “mommy trap,” where a CHART 18: ELECTRONICS PURCHASES 26
mother has to choose whether to CHART 19: TECHNOLOGY PURCHASES 27
forfeit a career to care for the kids or
plow ahead at work and hand over
the stroller reins to the nanny.
4. WHITE PAPER
4 THE RISE OF THE REAL MOM
THE REAL WOMAN CHART 1: IMPORTANCE OF CAREER
How men and women responded to questions about work
The American woman has come a long way since the 1960s,
when second-wave feminists began charting new territory. MEN (N=452) WOMEN (N=418)
She is no longer defined solely by her husband (as Mrs. Please tell us how important each of the following is to you right now,
John Doe) or her domestic role (housewife). Schools and at this point in your life.
companies alike have opened their doors to her. She works,
she parents, she leads, she chooses. 57
Back in 1982, Rena Bartos, then senior VP at J. Walter Having a career is
Thompson, captured this woman, albeit in a nascent stage, ”very important” 36
in her book “The Moving Target.” She called the
American woman’s metamorphosis a “quiet revolution” 0% 20 40 60 80
that was bound to have lasting implications for career,
family, society and more. “Women have moved from MEN (N=277) WOMEN (N=228)
defining themselves in terms of derived status,” Ms. How much do you agree or disagree (among those who are employed)?
Bartos said in her book. “They are moving towards want-
ing a sense of personal identity beyond those private
domestic roles.” I consider what I do for 63
Certainly since 1982 women have ventured beyond a living “a career”
48
their domestic roles. They have made enormous strides
when it comes to attaining high levels of education. While
the same can be said of men, the positive trajectory for
women has been much more pronounced. According to I work for my own personal 56
the most recent “Condition of Education” report pub- and professional fulfillment
50
lished by the National Center for Education Statistics, part
of the U.S. Department of Education, women earned a
majority of higher-education degrees in the 2006-2007
academic year: 62.2% of associate degrees, 57.4% of bach- My work is very linked to 51
elor’s degrees, 60.6% of master’s degrees and 50.1% of my sense of who I am
47
doctoral degrees. They are thriving in professional pro-
grams, such as medicine and law, that historically were
0% 20 40 60 80
dominated by men.
Women are also entering the work force in higher
numbers than ever before, and with higher education lev-
els, they are commanding higher salaries.
In 2008, women and girls 16 and older accounted for
46.7% of the U.S. labor force, according to the Bureau of
Labor Statistics, and both parents were employed in 62%
of the 24.6 million families made up of a married couple Between 1990 and 2006,
with children under 18. The increase in women in the
labor force has been magnified during the recession, when
women’s median income
the unemployment rate has been higher for men than for grew 32.9% to $20,014,
women, according to the Bureau of Labor Statistics.
Between 1990 and 2006, women’s median income grew
while men’s grew only
32.9% to $20,014, while men’s grew only 6.3% to 6.3% to $32,265.
$32,265, according to census data from Catalyst, a non-
profit organization committed to expanding business
opportunities for women.
Yet another sign of women’s achievement: The num-
ber of working women who regard what they do for a liv-
ing as a career (rather than “just a job”) has grown con-
siderably in the past 30 years. In 1971, 29% of working
women considered what they did a career, while 71% said
Source: Advertising Age and JWT survey
5. SPONSORED BY
THE RISE OF THE REAL MOM 5
what they did was just a job, according to a Yankelovich CHART 2: PRIORITIES FOR WOMEN BY AGE
Monitor analysis referenced in Ms.Bartos’ book. By 1980
Percentage who said each of the following is “very important” at
the numbers had changed: 39% of women considered this point in their lives
what they did a career; 61% said what they did was just a
job. The survey conducted for this paper found that now CAREER EDUCATION PARENTHOOD MARRIAGE/RELATIONSHIPS
48% of women consider what they do a career, while 70%
65
43% said it’s just a job. 63
But in the wake of all this social progress, there are 64
60
many signs that point to stagnancy in the movement 54 60 59
toward gender equality. Just consider the numbers of 54
female U.S. senators (17 of 100), House members (76 of 50
435) and state governors (6 of 50). Or the 3% of Fortune 48
500 CEOs this year who are women and the 15.7% of 41
40
Fortune 500 corporate-officer positions held by women in 34
2008, when women held 50.8% of management, profes-
sional and related occupations, according to Bureau of 30
Labor Statistics data reported by Catalyst.
Our survey found that women today are more career- 22 18
20
oriented than they were decades ago, but they are still
less likely than men to prioritize having a career, and 10
16
working women are less likely than men to consider 10
what they do a career (see chart 1, page 4). Working
women are also less likely to work for personal and pro- 5
0
fessional fulfillment. (The one exception: Women 30 to
Women 18-29 Women 30-44 Women 45-59 Women 60+
44 said work is very linked to who they are. That may be (N=74) (N=112) (N=166) (N=66)
because women in that age group who are working are in
the heart of their career development or have risen to
middle-management positions or higher.)
While women, especially younger women, are opti- CHART 3: PRIORITIES FOR MEN BY AGE
mistic overall about professional opportunities, on bal- Percentage who said each of the following is “very important” at
ance they are pessimistic about equal pay. Rightfully so: this point in their lives
While women are working more, there is still enormous
CAREER EDUCATION PARENTHOOD MARRIAGE/RELATIONSHIPS
pay inequality. In 2008, women and girls 15 and older
who worked full time, year-round received 77.1% of the 70%
median annual earnings their male counterparts did, 61
60
according to the U.S. Census Bureau. (In 1960, the per- 60 59
centage was 60.7%.) 53
55
One year out of college, women who work full time 50
already earn only 80% as much as their male peers earn, 50
45
according to a 2007 report published by the AAUW (for-
44
merly the American Association of University Women), 40
42
a nonprofit organization that promotes education and
equity for women and girls. What’s more, 10 years out of 28
30 31
college, that earnings ratio drops to 69%. Therefore it’s
no surprise that women still feel there are barriers to
24
overcome. 20
Why do these stark inequities persist in 2009? Perhaps 14
men hold more executive positions than women, or they 13
work longer hours, or they simply have pursued more 10
11
demanding—and therefore lucrative—careers. Maybe
women opt out of the work force or choose fields that don’t
0
pay as well. But according to the AAUW study, the pay Men 18-29 Men 30-44 Men 45-59 Men 60+
(continued on page 6) (N=66) (N=93) (N=178) (N=115)
Source: Advertising Age and JWT survey
6. WHITE PAPER
6 THE RISE OF THE REAL MOM
ratio does not reach 100% even when accounting for dif- CHART 4: MILLENNIAL PRIORITIES
ferences in working hours, occupation, parenthood and Percentage who said each of the following is “very important” at
other factors. There is still discrimination. Maybe it’s not this point in their lives
overt, but it’s there. MEN 18-29 (N=66) WOMEN 18-29 (N=74)
Some may theorize that this discrimination is deeply
rooted; responsibilities on the home front continue to hold Having financial 90
women back from taking advantage of professional oppor- independence 94
tunities and fully devoting themselves to their careers.
Women do not have the same career trajectory as men do, Taking care of 89
myself (”me time”) 90
either because they opt out, prioritize family over work or
take time off to have children, which can handicap them in 91
the long run. Having a career
86
We found that women 30 and older, even those in the
work force, tend to value marriage and parenthood over Feeling attractive to 80
career and education (see chart 2, page 5). Even millennial the opposite sex 85
women—who consider career and education more impor-
tant at this point in their lives—place much more importance Being married/in 61
a committed
on being in a committed relationship, owning a home and relationship 82
being a parent than men their age (see chart 4).
Only men 30 to 44 prioritize parenthood as much as Expanding 80
women (see chart 3, page 5). While women’s interest in par- your education 82
enthood rises from the 18-to-29 age group to the 30-to-44
age group and then declines slightly as they age further, men 79
Seeing the world
peak at 30 to 44 and dramatically de-prioritize parenting as 80
they age.“For men, it’s like, I’ve done my job, I’ve gone to the
44
baseball games, I’ve paid for your college education; now Owning a home
76
you’re on your own,” said Miriam Muléy, founder of the
85% Niche, a consulting firm dedicated to helping business- 43
Being a parent
es grow market share among women across ethnic, racial and 70
socioeconomic lines. “[Women] are nurturers; we are there.”
One-third of survey respondents said if a parent needs to Owning your 44
stay at home with the children, it should be the mother. And own business 30
while 55% said it should be the parent who earns the lower
0% 20 40 60 80 100
salary, in many cases that would still mean the mother.
THE REAL MOM
In this paper, for lack of better descriptors and in a desire to “For men, it’s like,
use familiar terms that connect with readers, we refer to I’ve done my job,
mothers who earn wages—more specifically, those who work I’ve gone to the
full or part time, in or outside the home, on a contract or free- baseball games, I’ve
lance basis—as “working mothers” and those who do not as
paid for your
“stay-at-home mothers.” By using these terms we do not
mean to imply that working mothers do not spend significant college education;
time at home or that stay-at-home mothers do not work in now you’re on your
their roles. These are merely functional labels by which we own.”
can identify, group and better understand two different sets of MIRIAM MULÉY
women with children under 18.
In today’s fast-paced and always-connected world, both
sets of mothers parent and often run the household 24 hours
a day. They are the emotional and operational cores of fami-
ly life. “In the end, both working and stay-at-home moms
Source: Advertising Age and JWT survey
7. SPONSORED BY
THE RISE OF THE REAL MOM 7
CHART 5: HOUSEHOLD AND CHILD-CARE RESPONSIBILITIES
Who is primarily responsible for each task
100%
STAY-AT-HOME MOMS Taking care of child(ren) when sick ALL MOMS
90 Scheduling or handling doctor visits for child(ren)
Cooking Grocery
Doing the laundry shopping
80
Doing the dishes Dusting Cleaning the
bathroom Planning
70 Making lunches for child(ren) Mopping birthday
the floor parties/
STAY-AT-HOME MOMS (N=65)
Mean Getting child(ren) ready for school other events
Vacuuming
60 for child(ren)
Putting child(ren) to bed
Paying bills/
50 Driving child(ren) to school Disciplining managing finances
Driving child(ren) Helping
child(ren) to child(ren)
40 with
extracurricular
activities homework
Doing yard work other
30 than mowing the lawn
Taking out the garbage
20
10 Mowing the lawn
DADS/SOMEONE ELSE WORKING MOMS
0
0% 10 20 30 40 50 60 70 80 90 100
WORKING MOMS (N=88)
have the pedal to the metal all the time,” said Earl Wilcox, a birthday parties and other events for their children, and han-
qualitative researcher who focuses on ethnographic work dling doctor appointments for their children—much more
and founder of Plannerzone in Philadelphia. “There are only so than their male counterparts. (Interestingly, according to
24 hours, and both are more than overwhelmed with our survey, men with spouses or partners who do not work
responsibilities.” are more apt to share child-care responsibilities.) While
working mothers are less likely than stay-at-home mothers
SO MUCH FOR ‘MR. MOM’ to help the kids get ready for school in the morning, the for-
Despite the perception that “Mr. Mom” is on the rise, our mer are more inclined to help with homework, perhaps
research shows that traditional gender roles still exist among because they are more likely to have children who are old
married and cohabiting parents. Mothers in those relation- enough to get ready on their own (see chart 7, page 9).
ships assume the bulk of household and child-care responsi- Figures from the American Time Use Survey, sponsored
bilities regardless of whether they work or not (see chart 5). by the Bureau of Labor Statistics and conducted by the
Mothers in our survey, both working and stay-at-home, Census Bureau, reinforce many of our findings.Among full-
tend to do “inside” or “wet” jobs such as cleaning the bath- time workers with children under 18, married mothers are
room and doing the laundry; fathers tend to do “outside” or more apt than married fathers to spend time—and more of
“dry” jobs such as mowing the lawn and taking out the it—doing household chores and caring for their children.
garbage (see chart 6, page 8). The only shared tasks: paying The survey, which was based on interviews with about
bills/managing finances and grocery shopping. This tradi- 17,000 Americans from 2003 to 2006, revealed that on aver-
tional breakdown of household chores exists for couples who age the mothers spent almost one more hour a day doing
cohabit and married couples without children, too, although household chores than the fathers (2.0 hours vs. 1.2 hours)
the second shared task is vacuuming; women tend to do the and almost a half-hour more caring for their children (1.2
grocery shopping. hours vs. 0.8 hours). The fathers, meanwhile, spent one addi-
Both working and stay-at-home mothers are responsible tional hour at work per day. (It’s difficult to determine
for taking care of their children when they’re sick, planning (continued on page 8)
Source: Advertising Age and JWT survey
8. WHITE PAPER
8 THE RISE OF THE REAL MOM
CHART 6: HOUSEHOLD RESPONSIBILITIES
Who is primarily responsible for each task
80%
DADS BOTH
70 Doing yard work other
Taking out the garbage than mowing the lawn
Paying bills/managing finances
DADS WHO ARE MARRIED/COHABITING (N=106)
60 Mowing the lawn
50
Grocery shopping
Mean
40
Doing the dishes
Vacuuming
30 Cleaning the bathroom Cooking
Doing the laundry
20 Mopping the floor Dusting
10
SOMEONE ELSE/NOT APPLICABLE MOMS
0
0% 10 20 30 40 50 60 70 80 90 100
MOMS WHO ARE MARRIED/COHABITING (N=125)
whether or not women would spend more time at work if American Time Use Survey data from 2003 to 2004, two
they did not shoulder the bulk of the child-care and house- University of Maryland sociologists found that single moth-
hold responsibilities.) ers with children under 13 put in 83% to 90% of the child-
rearing time their married counterparts did. “We were sur-
DIFFERENT DEMOGRAPHICS prised that these women managed to pull it off so well, often
Our findings are based on self-reported data, so there could working long hours with little help, yet devoting up to 90%
be cases where survey participants over- or underestimated of the time to their children that married women do,” said
their involvement in certain activities. Additionally, while Sarah Kendig, the principal researcher, just before the study
our sample size has been weighted to census data across age, was published in December 2008.
gender and household income, it has not been weighted Demographic differences aside, there are clear universals:
across race, ethnicity or geography, and its focus skews With longer to-do lists than ever before, many moms find
toward those who are married. (Two-thirds of family groups themselves time-starved, stressed and unhappy. In some
with children under 18 in 2007 were headed by married cou- ways, the second wave of feminism has wrought not only
ples, according to the Census Bureau.) opportunities but also increased challenges, complexity and
If anything, however, our findings likely would be more unmet expectations.
pronounced for black, Hispanic or single moms. Ms. Muléy Martine Reardon, exec VP-marketing at Macy’s, said of
of 85% Niche said when it comes to household and child- the retailer’s 25- to 49-year-old female target:“Ten years ago
care responsibilities, women of color—especially those new she was probably at home. Now she is a working mom. She’s
to the U.S. who come from cultures with traditional gender juggling many, many balls. She may still be home, but she’s
roles—play a “much more confined, traditional role.” working from home.”
As for single mothers, while they may receive some sup- On balance, working and stay-at-home mothers reported
port, they still bear much of the burden when it comes to far more stress than working fathers in our survey, and
household and child-care responsibilities. In analyzing the working moms reported the highest levels of stress (see
Source: Advertising Age and JWT survey
9. SPONSORED BY
THE RISE OF THE REAL MOM 9
CHART 7: CHILD-CARE RESPONSIBILITIES
Who is primarily responsible for each task
100%
STAY-AT-HOME MOMS ALL MOMS
Taking care of child(ren) when sick
90
Scheduling or handling doctor visits for child(ren)
80
Planning birthday parties/
Getting child(ren) other events for child(ren)
70 ready for school
STAY-AT-HOME MOMS (N=65)
Making lunches for child(ren)
Mean
60
Putting child(ren) to bed Helping child(ren)
Disciplining with homework
50 Driving child(ren) to school child(ren)
Driving
40 child(ren) to
extracurricular
30 activities
20
10
DADS/SOMEONE ELSE WORKING MOMS
0
0% 10 20 30 40 50 60 70 80 90 100
WORKING MOMS (N=88)
chart 8, page 10). Working mothers attribute roughly 49% dren and have them at a younger age than non-Hispanic
of their daily stress to their professional lives and 51% to Caucasian women, she said. That suggests that the stress
their personal lives, whereas working fathers attribute levels of women of color are “off the charts,” Ms. Muléy
roughly 62% of their daily stress to the former and 38% to said. She said not just home life but work life may be more
the latter. stressful for women of color because “we’re trying to
The near-even split between work life and personal life as break the glass ceiling in terms of implicit and explicit
sources of stress for working mothers indicates that these behavior directed at women of color.”
women do not find much reprieve at home. In fact, three- For single mothers, add financial stress to the equation.
quarters said they feel that they have to sacrifice personal Half of single-mother households in 2007 had incomes less
time for a clean and organized home. than $25,000, while only 8% were in the $75,000-plus
Again, these figures are likely to be even more pro- bracket, according to a report by market-research company
nounced among black, Hispanic and single moms. Mintel. Just 4% of single-mom households earned
“Multitasking for women of color is at a much higher level $100,000 or more in 2007 compared with a third of couples
than the mainstream market,” Ms. Muléy said, “because with children. And according to data from the Bureau of
more women of color are working and [have] children at Labor Statistics for September 2009, women with families
home.” In her 2009 book, “The 85% Niche: The Power of without a spouse present are more than one and a half
Women of All Colors—Latina, Black and Asian,” Ms. times as likely as married men to be unemployed.
Muléy references census data to back her claim: “Married All this sacrifice and stress has taken a toll on today’s
African-American mothers with children under age 18 have mothers—and on women in general. Economists from the
higher rates of work-force participation than other married Wharton School at the University of Pennsylvania recent-
mothers—82% compared with 55% of white moms, 66% ly examined the happiness of American women and con-
of Asian moms and 62% of Hispanic moms.” cluded that women are less happy today than they were 35
What’s more, women of color tend to have more chil- (continued on page 10)
Source: Advertising Age and JWT survey
10. WHITE PAPER
10 THE RISE OF THE REAL MOM
years ago, both “absolutely and relative to men.” In the CHART 8: STRESS LEVELS
1970s that gender gap was reversed; women typically Net percentage of people who reported a high level of daily stress*
reported higher subjective well-being than men did.
In their National Bureau of Economic Research working Working dads with
1
kids under 18 (N=99)
paper, “The Paradox of Declining Female Happiness,” pub-
lished in May 2009, economists Betsey Stevenson and Non-working moms with
14
Justin Wolfers posit that the women’s movement may, iron- kids under 18 (N=66)
ically, have brought about much of this unhappiness. “The
Working moms with
increased opportunity to succeed in many dimensions may 17
kids under 18 (N=88)
have led to an increased likelihood of believing that one’s life
is not measuring up,” Ms. Stevenson and Mr. Wolfers said. Women with no kids
-12
“Or women may simply find the complexity and increased (N=206)
pressure in their modern lives to have come at the cost of
Women (N=418) -4
happiness.”
Responding to the Wharton economists’ findings, New
Men (N=452) -13
York Times op-ed columnist Ross Douthat said: “Feminists
and traditionalists should be able to agree ... that the struc- Total (N=870) -9
tures of American society don’t make enough allowances for
the particular challenges of motherhood. We can squabble -20 -15 -10 -5 0% 5 10 15 20
forever about the choices that mothers ought to make, but *Calculated by subtracting the percentage who reported stress levels of 1 to 3 from the
percentage who reported stress levels of 8 to 10 on a scale of 1 to 10, where 1 means no stress at
the difficult work-parenthood juggle is here to stay.” all and 10 means extremely high stress. Source: Advertising Age and JWT survey
77
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iu
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br
12 magazine b an
ra n d s + de
175 sp d
ecial w
i n te eb
re s t si
pub te
lica s
tio
ns
Meredith brands provide women with information and
inspiration to create a rich and meaningful life by
focusing on the core passions of family, home and self.
Online or o ine, we connect with her across multiple m ing
gram
platforms—delivering quality, trusted content whenever,
d p ro
wherever and however she wants it. Let Meredith help d ban
you engage 75 million women at every touch point. b ro a
+
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ca
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Source: MRI Spring 2009 (including Publisher’s estimate for SIPs)
11. SPONSORED BY
THE RISE OF THE REAL MOM 11
Indeed, the juggle has been around since women first
started working outside the home. Mr.Wilcox, the ethnogra-
pher, said he believes that modern life has enhanced people’s
individual and collective opportunities. But, he said, with
those opportunities comes complexity.
“Because [a mother] is at the center of the family, she per-
“Women love
sonally touches the added complexity of each member,” Mr. opportunity. And so you
Wilcox said in an e-mail. “Her life becomes even more com-
plicated by each family member’s opportunities/complexi-
start to expand yourself
ty.” And in a world of limited resources, he said, compromis- into all the possibilities,
es must be made for and among the family—and those com-
promises ultimately contribute to mothers’ unhappiness.
which is both wonderful
Gina Garrubbo, exec VP at BlogHer, the women’s blog- and horrible.”
ging network, put that concept in more accessible terms:
“Women love opportunity,” she said in a roundtable discus-
sion we hosted at JWT’s New York offices in July. “And so
you start to expand yourself into all the possibilities, which
is both wonderful and horrible, because it’s not clear-cut.”
There is no right or wrong choice—and yet every choice has
its opportunity cost.
(continued on page 12)
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12. WHITE PAPER
12 THE RISE OF THE REAL MOM
THE NEW PRAGMATISM
What’s different today is that women—millennials in par- “Women realize that
ticular—are becoming more accepting of those opportuni- there’s no such thing
ty costs. With the publication of books such as “Good- as being good at
Enough Mother,” “Even June Cleaver Would Forget the everything, so
Juice Box,” “The Mommy Myth” and “Perfect Madness,”
the second half of this decade has brought a backlash
they’re going to
against the mythical Supermom—that hyperactive Type-A focus on doing well
personality who whips up perfect cookies and perfect chil- in the moment that
dren—and an embrace of the likable, more relatable real they’re in.”
mom, who doesn’t obsess over the little things. Spilled ALIZA FREUD
milk? No problem.
As we near the next decade, this shift from striving for
perfection to settling for pragmatism promises to continue
for women—especially as more millennials become moth-
ers—and the philosophy is expanding to areas beyond par-
enting. We asked our survey participants whether they
believe that “having it all” when it comes to family and
career is subjective, and nearly two-thirds of women said
they do. Nearly half of women we surveyed said finding
balance between family and career is “a joke” for working
women. Today’s women understand that life is a series of
tradeoffs both big and small: Having a job means less free
time to spend with children but more income and autono-
my; getting takeout for dinner means less control over
ingredients but more convenience.
Increasingly, women are showing signs that they are not
aspiring to perfection in any arena of their lives. “There is
no such thing as being perfect,” said Aliza Freud, founder
and CEO of SheSpeaks, a New York-based word-of-mouth
network for women. “Women realize that there’s no such
thing as being good at everything, so they’re going to focus
on doing well in the moment that they’re in. If I’m work- NOBODY’S PERFECT: A number of parenting books
ing, then I’m working. If I’m with my kids, then I’m with in the past five years have rejected the concept of
an ideal mother.
my kids.”
Ms. Freud said she believes that a great deal of this sea
change has come from millennial women. Through
research in her community of women, Ms. Freud has found
that millennials are less conflicted than, for example,
Generation X. “Gen Xers were raised at a time where their
parents might have instilled in them that they can do any-
thing they want to do,” Ms. Freud said. Oftentimes that “She has witnessed
meant being either the perfect career woman or the perfect her parents having,
mom or both at the same time. Now those women are con- in theory, gender
flicted about the choices they have made. If they chose to equality. But actually
stay at home, they think about what they gave up at work,
her mother was
and if they pursued a career, they think about what they are
missing at home. “[Millennials] grew up with seeing a lot hustling and doing
of moms working, being outside the home a lot, and decid- two jobs.”
ed, ‘Hey, this isn’t what I want,’” Ms. Freud said. “So they
may be at peace more with their not working or working.” GLORIA FELDT
Gloria Feldt, an activist, author, and former CEO and
13. SPONSORED BY
THE RISE OF THE REAL MOM 13
president of Planned Parenthood, put this millennial phe-
nomenon into context: “She has witnessed her parents Meet a mom
having, in theory, gender equality. But actually her mother We asked video-based community ExpoTV to help us
was hustling and doing two jobs.” And trying to succeed at understand how moms shop for groceries. We received
both. video entries from women all across the country who
Laura Vanderkam, a Manhattan-based journalist and let us peek into their grocery bags—and their lives.
author of the forthcoming book “168 Hours,” has analyzed
how Americans spend a week (i.e., 168 hours) and identi-
fied ways in which they can do so more efficiently. She has
found that pragmatism is growing among a certain set of
mothers, women she refers to as “core-competency
moms.”
Rather than skimp on time with their children—amid
all their responsibilities, 45% of working mothers indicat-
ed to us that they don’t get enough time to spend with their
children—these moms are going to cut themselves slack in
non-core-competency areas, Ms. Vanderkam said. “If
something has to go,” she said at the July roundtable, “it’s
going to be the housework. It’s going to be the errands. It’s
going to be the ‘me’ time. It’s going to be a little bit of sleep.
It’s going to be television.” ANGELA
Ms. Vanderkam has carefully studied the American Dayton, Ohio
Time Use Survey, which found that married mothers who Age: 29
worked full time spent, on average, less time on household Relationship status: Married
chores (2 hours vs. 3.6 hours), leisure activities such as Children: 2-year-old
socializing or exercising (2.9 hours vs. 4.2 hours) and sleep- Employment: Works full-time as a budget analyst
ing (8.18 hours vs. 8.77 hours) than their stay-at-home
counterparts did. However, the time they spent interacting Angela is an efficient shopper, and the designated
with their children did not vary as much: Working moth- shopper for her family. At the end of the workday, she
ers spent an average of 0.04 hours reading to or with their values a good deal for her money and time. She shops
children and 0.19 playing or doing hobbies with them, weekly or biweekly, mostly for items she knows her
compared with 0.09 hours reading and 0.52 hours playing family needs.
for stay-at-home mothers. While she does buy some branded items, she’s not
Catalyst refers to this as “work-life effectiveness,” as particularly brand loyal. “I buy the Walmart-brand fruit.
opposed to work-life balance. The view at the nonprofit is They come in the nice, little, convenient containers,”
that the word balance inherently connotes accommodation she said. “I buy Walmart because it’s cheaper and I
between work and life, whereas what is really needed is think it tastes just as good as the regular brand name.”
organization. “Balance means different things at different
times of the day, at different times in your life,” said Jan
Combopiano, VP-chief knowledge officer at Catalyst. “It’s
hard to use that term.” The idea behind work-life effective-
ness, she said, “is that you as an individual have choices
about what you have to do now.” And perhaps most impor- “If something has to
tantly, what you choose to do is “not a one-size-fits-all.” go, it’s going to be
This movement toward work-life effectiveness recog- the housework. It’s
nizes that women’s lives are multidimensional. Nuance can going to be the
come from all corners, whether it’s a woman’s upbringing, errands. It’s going to
stage in life or socioeconomic status, among other things.
MICHAEL FALCO
Many of the experts interviewed for this paper stressed
be the ‘me’ time. It’s
that point. “Moms are a pretty broad bucket,” said going to be a little bit
SheSpeaks founder Ms. Freud. “It’s about how a woman of sleep.”
defines herself at any given moment in time.” LAURA VANDERKAM
(continued on page 14)
14. WHITE PAPER
14 THE RISE OF THE REAL MOM
Ms. Freud and some others said the way mothers define
themselves is directly correlated to the dependency of chil- Meet a mom
dren on them. “When she has young children, because
those children have such needs, her primary definition of
herself is Mom,” Ms. Freud said. “But as her children grow
and become less dependent, it’s not just about being Mom.”
Real moms want to be embraced for all of who they are.
“Smart businesses recognize that cookie-cutter approaches
don’t work,” Ms. Combopiano said.
Ms. Garrubbo said she has witnessed similar sentiment
in the BlogHer community. “There’s this sort of backlash
and anger that women have to marketers,” she said. “What
they’re saying: ‘Don’t tell us what we think; don’t tell us
who we are.’”
JANE
WHAT REAL MOMS WANT Tampa, Fla.
Real moms come to the table with different life experi- Age: 34
ences, attitudes and demographics, and they want mar- Relationship status: Married
keters to understand and embrace those differences. The Children: 2-year-old and 4-year-old
real mom wants products and services that not only reflect Employment: Stays at home
her unique reality but also help make it better. She is look-
ing for solutions that will help her manage the complexi- Jane shops for groceries every Wednesday night with
ties of her life, lessen her stress and workload, and give her her husband and two children. The family makes an
more time to focus on what’s really important. She wants outing of it, getting dinner at McDonald’s along the way.
to be a good mom and COO of the household but also have She selects what to buy based on her grocery store’s
an identity outside that. And while she may be embracing circular. She considers price before convenience, buying
her perfectly imperfect self—as a mother and beyond—she whatever is on sale, especially if it’s “buy one, get one
wants brands to catch up. In plainer terms, she wants prod- free.” “That’s pretty much how we shop is the buy-one-
ucts and services that provide value to her and her fami- get-one sales,” she said.
ly—and that give her permission to be imperfect and rec-
ognize her identity outside of being a mom.
EVERY DOLLAR COUNTS
Money has always been a source of stress for families, and “There’s this sort of backlash
the current economic climate has only heightened that
stress. So it comes as no surprise that, as the COO of the and anger that women have to
family, today’s mom is trying to manage that stress by marketers. What they’re saying:
playing the price and value game.
In the qualitative research Ad Age and JWT did with ‘Don’t tell us what we think;
ExpoTV, we asked women to share with us on film their don’t tell us who we are.’”
most recent grocery-store purchases. They repeatedly said
they had bought certain products based on sales, coupons
or store circulars. Often they bought generic products
because they were cheaper and/or “just as good” as the
branded versions. “I bought the Walmart-brand product
because it was the cheapest one and I think that their stuff
tastes just as good as the name brand,” said Angela, a full-
time working mother from Ohio, referring to her most
recent shopping trip.
Others said they had waited for sales to stock up on
items they needed, such as laundry detergent and toilet
15. SPONSORED BY
THE RISE OF THE REAL MOM 15
paper. “I buy it in bulk, I buy it on sale, I comparison shop,”
said Jocelyn, a small-business owner from North Carolina. Meet a mom
Danielle, a married mother of two and high-school science
teacher from New Jersey, said she shops using grocery-
store circulars and maximizes her store’s “bonus bucks”
system.
Ms. Reardon said she has seen similar patterns at
Macy’s. “[Mom] is definitely still looking for style, but
she also wants value,” she said. “And value doesn’t nec-
essarily mean price.” Both Ms. Reardon and Kathy
O’Brien, U.S. marketing director for Unilever’s Dove,
emphasized that product quality plays a role too. “Moms
have just become more and more savvy,” Ms. O’Brien
said. “They weigh price with the benefits of products.”
That’s something women said in our research with
ExpoTV as well in explaining why they bought branded
items with coupons or in bulk, or purchased their pro- HEATHER
duce at one store and their dry goods at another. Right Vicksburg, Mich.
now, amid the recession, price is especially important. Age: 35
And this behavior has expanded to income brackets that Relationship status:Married
never before would have considered such savings meth- Children: 3-year-old and 6-year-old
ods, said Mr. Wilcox, who collaborates with ExpoTV on Employment: Stays at home but sells embroidered goods
its ethnographic practice. on Etsy.com
As Betsy O’Rourke, senior VP-marketing at Royal
Caribbean International, put it: Today, for everybody, Heather dislikes grocery shopping, so she prefers to shop
“cheap is chic.” The cruise-line brand is highlighting every three or four weeks. She is the primary shopper.
budget-friendly family vacations to resonate with Mom. She plans for all of the meals, so she makes food
purchases based on her family’s needs. Heather shops in
FAMILY COMES FIRST two different stores: one local store for produce and
“We’re all time-deprived,” Ms. O’Rourke said. “We live Walmart for everything else because of its low prices.
in a society where we are very busy people, whether When she shops, she’s armed with coupons, seeking to
we’re working moms or non-working moms.” A vaca- get the best deals. She is not brand loyal. “Just got the store
tion can be one of the rare occasions when the entire brand because it was the cheapest,” she said. “It all tastes
family gets together for a long and uninterrupted period pretty much the same.”
of time, she said. “From a mom point of view, that On grocery-shopping nights, she picks up convenient
responsibility to create a family connection is even more items for dinner that don’t require her to cook. When we
important. There’s a lot riding on it.” met Heather, she had picked up rotisserie chicken for her
Ms. O’Rourke said Royal Caribbean tries to partner family for $4.48.
with moms on convenience, rather than pander to their
every whim and fancy. “We want to make it easy for you
to have a great time, and on your budget that’s avail-
able,” she said.
Royal Caribbean aims to provide a “hassle-free” “Moms have just become
product—appealing to time-crunched moms. Ms.
O’Rourke said the company knows that a mother wants more and more savvy. They
to feel taken care of once on board. “We want to make weigh price with the benefits
sure that you’re the hero, that when your family comes
on our ship, it’s going to be a great experience for all of of products.”
them,” she said. “And that you, mom, who has done all
the planning and scheduling, get to enjoy that vacation.”
Ms. O’Rourke said the goal is to empower moms to
relax: “Give me permission to do things that I don’t oth-
(continued on page 16)
16. WHITE PAPER
16 THE RISE OF THE REAL MOM
CHART 9: PURCHASING INFLUENCES
Who women said has the most influence on what they buy (N=418)
SPOUSE/PARTNER OTHER/NOT APPLICABLE MYSELF
Personal care 8 25 67
Clothing 9 27 64
Books 7 30 63
Cosmetics 5 34 61
Jewelry 13 29 58
Food/beverage 31 24 45
Entertainment 29 28 43
Home furnishings 32 25 43
Financial products 36 22 42
Technology 34 26 40
Appliances 38 25 37
Travel 39 26 35
Electronics 45 21 34
Cars and trucks 46 23 31
Restaurants 42 29 29
0% 20 40 60 80 100
erwise get the chance to do.” salad dressings. She said she tends to buy healthful items
Increasingly, taking care of the family means provid- she reads about in magazines or hears about from friends,
ing more-holistic, healthful food. “You’re seeing a strong such as green tea and blueberries.
consumer trend towards healthy food,” said Hy Nguyen, Carol Anne from Minnesota, a married stay-at-home
brand manager at Unilever’s Skippy peanut-butter mother of two, buys a lot of fruit, yogurt and eggs for her
brand. “Basically, there’s nothing more important to family. “They are healthy,” she said, again and again. A
mom than taking care of her kids and nurturing her number of other women said they had bought 100-calorie
kids.” packs, whole-wheat bread and so on “because they were
Skippy was the first national brand to introduce no- healthy.”
need-to-stir natural peanut butter, something it sensed
would be in increasing demand. Indeed, sales of Skippy PERMISSION TO BE IMPERFECT
Natural were up 145% to $20.1 million in the 52 weeks As the movement toward pragmatism continues, real
ended Sept. 6, according to Information Resources, Inc., moms will come to embrace brands that give them per-
the Chicago-based market-research firm. And mothers mission to be imperfect without feeling guilty. That
are the primary shoppers for Skippy. “Moms are con- could mean a number of things for marketers, but chief
stantly trying to find things that their kids are going to among them is providing women the tools to let go of
eat,” Mr. Nguyen said, and they want items that are good the inclination to do it all and simply delegate some of
for their kids too. those non-core-competency responsibilities—whether
That was evident among the women in our research it’s to a spouse, a child or a brand.
with ExpoTV. Women across the country went out of In a series on core-competency moms for the
their way to buy products they knew—or thought—were Huffington Post, Ms. Vanderkam talks about delegating
healthy. “We are trying to eat more healthy,” said Angie the dishes to Dixie. “Dixie disposable dishes can be
from North Carolina, a married stay-at-home mother of tossed after meals, eliminating the need to rinse plates,
three, explaining why she had bought Newman’s Own stick them in the dishwasher or scrub them by hand,”
Source: Advertising Age and JWT survey
17. SPONSORED BY
THE RISE OF THE REAL MOM 17
CHART 10: CLOTHING PURCHASES
Who has the most influence
MYSELF SPOUSE/PARTNER PARENT FRIENDS OTHER FAMILY NOT APPLICABLE
3% 1%
4% 6% 5%
9% 5%
10% 3% 7% 6%
43% 8% 7%
32% 14%
6%
69% 68%
76%
7% 9%
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3% 2% 2% 3% 3%
3% 2% 2%
5% 4% 4%
8% 4%
12%
6% 39% 40%
10% 49% 46%
44% 48%
21% 41%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
Ms. Vanderkam writes, describing a TV ad she saw for MORE THAN JUST A MOM
the brand. “The less time the TV mom has to spend Dove’s core consumer is in her 30s and often married with
washing dishes, she reports, the more time she can spend children, Ms. O’Brien said, and now more than ever she
with her kids.” The ad gives moms permission to ditch wants to be communicated with in totality—not as some-
doing the dishes to achieve a higher good: spending body’s mom. Ms. O’Brien said today’s mothers are incor-
quality time with their children. porating more of their single lives into their post-children
A recent TV spot from Best Buy does not empower lives. “They still see themselves as individuals, and they
moms in that way. In “Annie,” a frumpy-looking moth- don’t want to be seen as Mom,” she said, clarifying: “They
er stands on a football field before a packed stadium of want that to be part of their persona, not all of who they
Best Buy employees, looking to buy the best computer are.”
for her teenage daughter. “I don’t know anything about Frito-Lay has started thinking along those lines as well.
computers,” she begins. “And my daughter is going to It created its women’s portfolio last year after discovering
college so she needs one. Can you help me?” The Best that women were doing the bulk of the shopping for salty
Buy crew begins to shout out advice. “I don’t want to get snacks for their families but were not buying many salty
her something that she thinks is totally lame,” the mom snacks for themselves—despite their high levels of stress
adds. and the depressing impact of the recession, which one
Lame? How about the fact that this poor mother, with might think would make them more apt to snack. As part
bags under her eyes, is alone shopping for her adult of its initiative, Frito-Lay came up with “permissible indul-
daughter—and the expectation is that that’s a good gences”—products that could bring a woman satisfaction
thing? While the spot does portray the mother as imper- without any accompanying guilt.
fect, it would have been better to give her permission to “She recognizes the need to take time for herself to be a
bow out of this responsibility, leaving the decision up to better wife, friend, spouse, mother, worker,” said Marissa
the more-tech-savvy daughter. Best Buy declined to Jarratt, brand manager for the women’s portfolio. “What
comment on the ad. (continued on page 18)
Note: Numbers are rounded; pie charts may not add up to 100%. Source: Advertising Age and JWT survey