The document discusses research conducted on the "Hard-Working-Class", a group of American mothers with household incomes between $30,000-$50,000.
1) This group sees themselves as a new social class defined by their strong work ethic rather than traditional class labels.
2) They live paycheck to paycheck and are constantly balancing priorities due to financial constraints. Unexpected expenses often require borrowing or cutting back severely.
3) If the economy improved, these mothers would prioritize vacations, extra groceries, and dining out - activities they currently sacrifice due to limited budgets.
Women Definig the New American Marketplace Wave 4 of Women, Power and Money (...Retelur Marketing
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4ÂŞ oleada del estudio Women, Power & Money elaborado por Fleishman Hillard en el que se analiza el papel de la mujer norteamericana en la sociedad asĂ como su influencia en la economĂa y su actual empoderamiento (inglĂŠs).
Women Definig the New American Marketplace Wave 4 of Women, Power and Money (...Retelur Marketing
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4ÂŞ oleada del estudio Women, Power & Money elaborado por Fleishman Hillard en el que se analiza el papel de la mujer norteamericana en la sociedad asĂ como su influencia en la economĂa y su actual empoderamiento (inglĂŠs).
La conciencia postural es el trabajo que dĂa a dĂa ofrece Pilar DomĂnguez en sus centros, donde se imparten clases de la mecĂĄnica corporal preventiva y paliativa que ella misma ha creado y que estĂĄ ayudando a profesionales del deporte y lo que es mĂĄs importante, a las personas de a pie. Su labor se centra en un constante trabajo de correcciĂłn y concienciaciĂłn postural de los alumnos y pacientes derivados por profesionales de la salud.
Revista Oficial ANECPLA: Infoplagas. NÂş 51 JUN 2013ANECPLA
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PresentaciĂłn de nuestra directora general Milagros FernĂĄndez, ademĂĄs de entrevistas a profesionales del sector, resĂşmenes de congresos a los que asiste nuestra asociaciĂłn, y la oferta formativa que ofrecemos.
TemĂĄtica:
Control de plagas.
Oferta formativa de ANECPLA.
Congresos y reuniones de ANECPLA.
Phuket Overv iew
⢠Phuket has the highest number of
tourists in the Southern tourism
region
⢠Phuket has four maritime ports and
yacht marinas on its northeastern
coast that can serve tourists accessing
islands in Phang Nga Bay and
offshore from Krabi which means
Phuket is at the forefront in the
Andaman Sea region in promoting
resorts for the yachting circle
⢠Phuket is a center for sailing
competitions with major regattas,
such as the Phuket Kingâs Cup Regatta,
being held every year
⢠Small and medium enterprises
(SMEs) in Phuket have been growing
tremendously. Aside from boosting
income and attracting more tourists,
the SMEs also help to expand the
economy resulting in brisk exchanges,
the creation of jobs and increased
spending.
Dear Sir/Madam,
Our Company ISISO is the producer of (Chillers and Heat Pump, Water Cooling Towers, Cooling Air Conditioning Systems, Mechatronic Designs) and we would like to make our company and its products known to you. Enclosed is a brochure which gives you general information about our products. . If you are interested, please visit our web site (www.isisosogutma.com.tr) or contact us (info@isisosogutma.com.tr) . We will be happy to send you any further information. We may be available in the near future to discuss the subject with you as well.
Thanking for your kind interest
Best Regards
Free and Open Source Software has supernumerary security tools/applications can help improve the security stance of the modern enterprise. Learn how nearly every security problem has an many FOSS (Free and Open Source Software) solutions that can help.
Respond to two colleagues posts by explaining how your own past e.docxaudeleypearl
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Respond to two colleagues' posts by explaining how your own past experience with classism is similar to or different from your colleagues'. Also explain how issues might reveal themselves in your future social work practice in a manner similar to or different from that which your colleagues anticipate.
(Discussion 1)
There are a variety of disadvantages and gaps between various social classes in the United States, which drive classism in society (Adams et al., 2018). For many years, in my childhood, I would have been considered to belong in the upper middle class, thanks to the career my mother had. I became middle-class when I joined the Army, and started living off of my own income. Nowadays, I am in the lower middle-class, where my husband and I are self-employed, and I am going to school full time. Overall, it seems almost impossible to make it to the upper class without requiring a sudden flow of income, such as those who obtain sudden fame for any given reason. I find it more realistic to my life that I can fluctuate within the middle class, such as being in the upper middle class, then lower middle class, and later back to the upper middle class, or more attainable to reach the lower class, than it is to ever become a member of the upper class, due to limitations that exist within corporate America. Regardless of how many jobs open, or how much the unemployment rate drops, those in the top one percent will always take more for themselves than the rest of the nation (Adams et al., 2018). Therefore, unless one has a sudden moment of success, such as through fame, an inheritance, or a well-paying career, it is not likely for the 99% to become the 1% through the normal economic ladder.
As a social worker, I would try to address class and class differences on the lives of my clients by first understanding my own bias in regards to social class. Liu, Pickett, and Ivey (2007) state that by counselors acknowledging their own biases about social class, they can apply theories and therapy methods that are useful for each clientâs needs, lifestyle, and behaviors, that are influenced by their SES background. When working with clients, one must be sensitive to social class issues that relate to the client (Liu, Pickett, & Ivey, 2007). For instance, if a client is poor, I should not impose on him or her the idea of being a middle-class individual simply because I see that to be the solution to his or her problem. It is easier said than done to overcome poverty, and as a social worker, I would focus on the clientâs strengths and self-determination to then create a realistic plan to help the client achieve their goals.
Part of classism is the lack of access to education by the lower class, which becomes a generational issue, since the children do not have a role model to guide them in their academics, and most do not have social/moral support in the process (Adams et al., 2018). How can I help the client find these role models within their communi ...
Article #1The Character Factory NY TIMES July 31, 2014 David Bro.docxrossskuddershamus
Â
Article #1
The Character Factory NY TIMES July 31, 2014 David Brooks
Nearly every parent on earth operates on the assumption that character matters a lot to the life outcomes of their children. Nearly every government antipoverty program operates on the assumption that it doesnât. Most Democratic antipoverty programs consist of transferring money, providing jobs or otherwise addressing the material deprivation of the poor. Most Republican antipoverty programs likewise consist of adjusting the economic incentives or regulatory barriers faced by the disadvantaged.
As Richard Reeves of the Brookings Institution pointed out recently in National Affairs, both orthodox progressive and conservative approaches treat individuals as if they were abstractions â as if they were part of a species of âhollow manâ whose destiny is shaped by economic structures alone, and not by character and behavior.
Itâs easy to understand why policy makers would skirt the issue of character. Nobody wants to be seen blaming the victim â spreading the calumny (slander) that the poor are that way because they donât love their children enough, or donât have good values. Furthermore, most sensible people wonder if government can do anything to alter character anyway.
The problem is that policies that ignore character and behavior have produced disappointing results. Social research over the last decade or so has reinforced the point that would have been self-evident in any other era â that if you canât help people become more resilient, conscientious or prudent, then all the cash transfers in the world will not produce permanent benefits.
Walter Mischelâs famous marshmallow experiment demonstrated that delayed gratification skills learned by age 4 produce important benefits into adulthood. Carol Dweckâs work has shown that people who have a growth mind-set â who believe their basic qualities can be developed through hard work â do better than people who believe their basic talents are fixed and innate. Angela Duckworth has shown how important grit and perseverance are to lifetime outcomes. College students who report that they finish whatever they begin have higher grades than their peers, even ones with higher SATs. Spelling bee contestants who scored significantly higher on grit scores were 41 percent more likely to advance to later rounds than less resilient competitors.
Summarizing the research in this area, Reeves estimates that measures of drive and self-control influence academic achievement roughly as much as cognitive skills. Recent research has also shown that there are very different levels of self-control up and down the income scale. Poorer children grow up with more stress and more disruption, and these disadvantages produce effects on the brain. Researchers often use dull tests to see who can focus attention and stay on task. Children raised in the top income quintile were two-and-a-half times more likely to score well on these tests than students raised.
Senior Advertising Campaigns: State Farm Auto Insurancejennaveee
Â
I created this deck based on content generated by myself and 5 other individuals in my senior advertising campaigns class at the University of Colorado.
La conciencia postural es el trabajo que dĂa a dĂa ofrece Pilar DomĂnguez en sus centros, donde se imparten clases de la mecĂĄnica corporal preventiva y paliativa que ella misma ha creado y que estĂĄ ayudando a profesionales del deporte y lo que es mĂĄs importante, a las personas de a pie. Su labor se centra en un constante trabajo de correcciĂłn y concienciaciĂłn postural de los alumnos y pacientes derivados por profesionales de la salud.
Revista Oficial ANECPLA: Infoplagas. NÂş 51 JUN 2013ANECPLA
Â
PresentaciĂłn de nuestra directora general Milagros FernĂĄndez, ademĂĄs de entrevistas a profesionales del sector, resĂşmenes de congresos a los que asiste nuestra asociaciĂłn, y la oferta formativa que ofrecemos.
TemĂĄtica:
Control de plagas.
Oferta formativa de ANECPLA.
Congresos y reuniones de ANECPLA.
Phuket Overv iew
⢠Phuket has the highest number of
tourists in the Southern tourism
region
⢠Phuket has four maritime ports and
yacht marinas on its northeastern
coast that can serve tourists accessing
islands in Phang Nga Bay and
offshore from Krabi which means
Phuket is at the forefront in the
Andaman Sea region in promoting
resorts for the yachting circle
⢠Phuket is a center for sailing
competitions with major regattas,
such as the Phuket Kingâs Cup Regatta,
being held every year
⢠Small and medium enterprises
(SMEs) in Phuket have been growing
tremendously. Aside from boosting
income and attracting more tourists,
the SMEs also help to expand the
economy resulting in brisk exchanges,
the creation of jobs and increased
spending.
Dear Sir/Madam,
Our Company ISISO is the producer of (Chillers and Heat Pump, Water Cooling Towers, Cooling Air Conditioning Systems, Mechatronic Designs) and we would like to make our company and its products known to you. Enclosed is a brochure which gives you general information about our products. . If you are interested, please visit our web site (www.isisosogutma.com.tr) or contact us (info@isisosogutma.com.tr) . We will be happy to send you any further information. We may be available in the near future to discuss the subject with you as well.
Thanking for your kind interest
Best Regards
Free and Open Source Software has supernumerary security tools/applications can help improve the security stance of the modern enterprise. Learn how nearly every security problem has an many FOSS (Free and Open Source Software) solutions that can help.
Respond to two colleagues posts by explaining how your own past e.docxaudeleypearl
Â
Respond to two colleagues' posts by explaining how your own past experience with classism is similar to or different from your colleagues'. Also explain how issues might reveal themselves in your future social work practice in a manner similar to or different from that which your colleagues anticipate.
(Discussion 1)
There are a variety of disadvantages and gaps between various social classes in the United States, which drive classism in society (Adams et al., 2018). For many years, in my childhood, I would have been considered to belong in the upper middle class, thanks to the career my mother had. I became middle-class when I joined the Army, and started living off of my own income. Nowadays, I am in the lower middle-class, where my husband and I are self-employed, and I am going to school full time. Overall, it seems almost impossible to make it to the upper class without requiring a sudden flow of income, such as those who obtain sudden fame for any given reason. I find it more realistic to my life that I can fluctuate within the middle class, such as being in the upper middle class, then lower middle class, and later back to the upper middle class, or more attainable to reach the lower class, than it is to ever become a member of the upper class, due to limitations that exist within corporate America. Regardless of how many jobs open, or how much the unemployment rate drops, those in the top one percent will always take more for themselves than the rest of the nation (Adams et al., 2018). Therefore, unless one has a sudden moment of success, such as through fame, an inheritance, or a well-paying career, it is not likely for the 99% to become the 1% through the normal economic ladder.
As a social worker, I would try to address class and class differences on the lives of my clients by first understanding my own bias in regards to social class. Liu, Pickett, and Ivey (2007) state that by counselors acknowledging their own biases about social class, they can apply theories and therapy methods that are useful for each clientâs needs, lifestyle, and behaviors, that are influenced by their SES background. When working with clients, one must be sensitive to social class issues that relate to the client (Liu, Pickett, & Ivey, 2007). For instance, if a client is poor, I should not impose on him or her the idea of being a middle-class individual simply because I see that to be the solution to his or her problem. It is easier said than done to overcome poverty, and as a social worker, I would focus on the clientâs strengths and self-determination to then create a realistic plan to help the client achieve their goals.
Part of classism is the lack of access to education by the lower class, which becomes a generational issue, since the children do not have a role model to guide them in their academics, and most do not have social/moral support in the process (Adams et al., 2018). How can I help the client find these role models within their communi ...
Article #1The Character Factory NY TIMES July 31, 2014 David Bro.docxrossskuddershamus
Â
Article #1
The Character Factory NY TIMES July 31, 2014 David Brooks
Nearly every parent on earth operates on the assumption that character matters a lot to the life outcomes of their children. Nearly every government antipoverty program operates on the assumption that it doesnât. Most Democratic antipoverty programs consist of transferring money, providing jobs or otherwise addressing the material deprivation of the poor. Most Republican antipoverty programs likewise consist of adjusting the economic incentives or regulatory barriers faced by the disadvantaged.
As Richard Reeves of the Brookings Institution pointed out recently in National Affairs, both orthodox progressive and conservative approaches treat individuals as if they were abstractions â as if they were part of a species of âhollow manâ whose destiny is shaped by economic structures alone, and not by character and behavior.
Itâs easy to understand why policy makers would skirt the issue of character. Nobody wants to be seen blaming the victim â spreading the calumny (slander) that the poor are that way because they donât love their children enough, or donât have good values. Furthermore, most sensible people wonder if government can do anything to alter character anyway.
The problem is that policies that ignore character and behavior have produced disappointing results. Social research over the last decade or so has reinforced the point that would have been self-evident in any other era â that if you canât help people become more resilient, conscientious or prudent, then all the cash transfers in the world will not produce permanent benefits.
Walter Mischelâs famous marshmallow experiment demonstrated that delayed gratification skills learned by age 4 produce important benefits into adulthood. Carol Dweckâs work has shown that people who have a growth mind-set â who believe their basic qualities can be developed through hard work â do better than people who believe their basic talents are fixed and innate. Angela Duckworth has shown how important grit and perseverance are to lifetime outcomes. College students who report that they finish whatever they begin have higher grades than their peers, even ones with higher SATs. Spelling bee contestants who scored significantly higher on grit scores were 41 percent more likely to advance to later rounds than less resilient competitors.
Summarizing the research in this area, Reeves estimates that measures of drive and self-control influence academic achievement roughly as much as cognitive skills. Recent research has also shown that there are very different levels of self-control up and down the income scale. Poorer children grow up with more stress and more disruption, and these disadvantages produce effects on the brain. Researchers often use dull tests to see who can focus attention and stay on task. Children raised in the top income quintile were two-and-a-half times more likely to score well on these tests than students raised.
Senior Advertising Campaigns: State Farm Auto Insurancejennaveee
Â
I created this deck based on content generated by myself and 5 other individuals in my senior advertising campaigns class at the University of Colorado.
As a follow up to last yearâs popular âSEO Strategies for PR and Social Mediaâ sessions, Cramer-Krasselt Director of Interactive/Search and PR Daily âSEO for PRâ expert Nick Papagiannis provides the latest updates in search marketing tactics to support content strategies. From new search engine algorithms and spam policy guidelines, to how to better optimize brand content in all forms, this session will provide tangible examples and takeaways that will benefit every PR and social media pro.
Content Marketing That Wins: Making Brands, Readers AND Google HappyCramer-Krasselt
Â
Remember when a content marketing plan might have consisted of a single blog post a week? With consumers constantly bombarded with news and content via an ever-expanding array of media and social platforms, brands have been pressed into a âcontent arms raceâ that has them posting to blogs, Twitter, Facebook, Google+, Vine, Instagram, Pinterest, etc. every single day. Theyâre even using automated content creation and curation platforms to feed the beast and stay at the top of search rankings. But how much of this activity actually serves a brandâs business goals? Or truly engages consumers?
During this session, Cramer-Krasselt search, social and content strategists Nick Papagiannis, Steve Radick and Scott Smith offer an integrated perspective and concrete tips to escape this numbers game and instead create high-quality content that reinforces your brand, delivers value to your customers and meets the needs of the mighty search engine.
Social Media Week Chicago - SEO Strategies for PR and Social MediaCramer-Krasselt
Â
Content creation has always been at the heart of a communicatorâs role in building and defending a brand. Yet a critical tool for adding fuel to their campaigns is often overlooked or under-leveraged: search engine optimization (SEO). From optimizing press releases to creating high-demand content to making your webpages more Google-friendly, there are a number of SEO tactics and tools that will benefit every PR and social media pro. Cramer-Krasselt Director of Interactive/Search and PR Daily âSEO for PRâ expert Nick Papagiannis offers a crash course in search strategies every communicator should know.
The Future of Social CRM - Social Media Week 2011Cramer-Krasselt
Â
Presentation by Killian Schaffer, C-K's CRM Strategy Director for Social Media Week 2011.
Few would disagree that social media platforms are transforming how companies market their products and engage audiences. When youâre in the business of delivering results for your clients, the real value will be found where traditional and social CRM converge. Itâs called the Value Trinity â the seamless integration of different forms of consumer intelligence: transaction, relationship and influence.
Putting the SPARK into Virtual Training.pptxCynthia Clay
Â
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Â
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Â
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. Youâll also learn
⢠Four (4) workplace discipline methods you should consider
⢠The best and most practical approach to implementing workplace discipline.
⢠Three (3) key tips to maintain a disciplined workplace.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
3. The spotlight shone brightly on Americaâs struggling middle class during the At C-K, we saw an opportunity to
run-up to the 2012 presidential election. Amidst the conversation and endless debate better understand this segment
around class wars, âthe 99%,â âthe 47%â and the progress (or lack thereof) of economic â and specifically those at the
recovery, it seemed everyone was focused on the plight of the middle class and how eye of the storm â moms whose
best to solve the problems they face. families earn between $30,000
- $50,000 â an income level that
But thereâs a disparity between the political lip-service paid to the struggling middle generally doesnât qualify for
class and really understanding who they are. This is a group thatâs largely misunderstood government assistance. We found
and often ignored by marketers who assume they donât have the income or influence they are re-defining themselves
to be worth their time or investment. But they are also a large segment that is growing into a new social class and social
rapidly. In fact, half of U.S. households now have incomes of less than $50,000, and this mindset.
segment is growing nearly three times faster than any other segment.1
At C-K, we saw an opportunity to better understand this segment â and specifically
those at the eye of the storm â moms whose families earn between $30,000 - $50,000 â
an income level that generally doesnât qualify for government assistance. We found they
are re-defining themselves into a new social class and social mindset.
If sheer size alone isnât enough for marketers to sit up and take notice, their potential
influence on other consumer segments should. More specifically, in many ways we
found these consumers behaving as early adopters - a group of women who are leading
the way at a time when everyone is a value consumer. And while yes, they are price-
sensitive, they have many smart strategies for making ends meet that marketers can
leverage to build relationships in a forever-changed climate.
1
U.S. Census Bureau, Current Population Survey, 2008-12 Annual Social + Economic Supplements; Futures Company Analysis 2012 A Consumer That Canât be Ignored 3
4. An Evolution in Progress
What do polar bears have in common with struggling American moms? Scientists have
confirmed that due to climate change and the melting of the polar ice caps, polar bears
are moving inland and mating with grizzly bears.
This has created a new hybrid called the âGrolarâ or âPizzly Bearâ that is able to hunt on
land as well as in the seaâfinding a way to survive in a forever-changed environment.
At C-K, we believe weâre seeing a similar adaptive process among struggling
consumers due to the economic climate change, the effects of which we predict linger
long after the economy recovers.
A Consumer That Canât be Ignored 4
6. In setting out to gain a better understanding of this increasingly influential
group, we didnât just uncover an evolving consumer, but an evolving social class. Only
25% of these technically middle-class consumers identified themselves as such:
Discovery 1
âI donât see myself as middle class, lower class or blue collarâŚall I These struggling consumers cannot identify
know is I work hard.â their âclassâ in the traditional classification
system. They donât feel any of the current
For them, the middle-class promise is not their reality. Said one woman we spoke with:
labels accurately reflect their realities.
âIâm technically middle class, but I donât feel that way. If youâre
Discovery 2
middle class, you should be able to have a home, be able to save for
These women may not qualify for government
college. Iâm barely able to make ends meet. Every day is just a struggle.â
assistance, but they donât want it either.
They donât associate with the 99% either. While aware of the movement, only 2% of
those we surveyed aligned with this label. Perhaps this is because overwhelmingly they Discovery 3
take responsibility for their financial situation, believing that their life decisions got them These women have more in common than just
to where they are. If anything, they blame their current circumstances on not furthering an income bracket.
their education, starting a family too soon or simply bad luck. Said one:
âThe 99% movement is all about assigning blame. I know what got
me here. I take responsibility for my situation.â
Death of Middle America and a Rising Social Class 6
7. Key uniting factors are an incredible work ethic and a sense of perseverance. The
women we spoke with arenât on government assistance, and are proud of it: 79% feel
they are doing everything they can to keep their family above the poverty line. Said one:
âWe live paycheck to paycheckâdoing the best that we can to make
ends meet without having to ask for help. Thatâs the way we want
it.â Said another: âWe want to provide for ourselves, so we have to
work twice as hard, usually just so we can make ends meet.â
Death of Middle America and a Rising Social Class 7
9. This diverse and growing group doesnât picture themselves as part of the
middle class âAmerican Dream.â Instead, 77% of those we surveyed identify them- Identify with being in
selves with a new class called the Hard-Working-Class, defined not by what they do, but 25% the middle class.
how hard they work.
âI am not the working class. I am the Hard-Working-Class.
Identify themselves with a
Iâm above the poverty line, working over 60 hours a week to keep 77% new class called the âHard-
my family above water.â Working-Class.â
Itâs surprisingly difficult to define them by age, ethnicity, region or education level, too.
Hard-Working-Class moms can be found everywhere. They shop where you shop â
Currently feel that the U.S.
although never without a sale or coupon. They take their kids to museums and family
activities â but certainly know the free days. And theyâre next to you on the soccer
15% economy is improving.
field â although their kid is likely on the payment plan.
Meet The Hard-Working Class 9
10. Demographic Snapshot
While there tends to be a higher number of children in the household, thereâs no
one âtypicalâ profession among them. We spoke to nurses, office administrators,
housekeepers, speech specialists, entrepreneurs, waitresses, and stay-at-home
momsâmany of whom are college educated.
Ethnicity Education Number of Children
82% 45%
Caucasian 32%
College Grads
8% 42% 36%
Some College
Hispanic
8% 22%
African American High School 19%
1%
Asian/Pacific Islanders
1%
Other
Marital Status Employment Home Ownership
43% 65%
Own
Full Time
73%
Married 16% 31%
Rent
Part Time
27%
Not Married
32% 4%
Other
Stay at home
10%
Unemployed
Meet The Hard-Working Class 10
11. Forever Changed
Regardless of profession, as a group theyâve been hit hard, going through a lot of
employment flux over the last five years:
35% Lost their job
⢠35% Lost their job
⢠35% Experienced a pay cut
⢠33% Began working multiple jobs 35% Experienced a pay cut
⢠19% Went from full-time to part-time
In light of this, over half of the women we spoke to felt worse off financially than before
the recession. And although many Americans are getting back to a sense of normalcy, Began working
only 15% of our Hard-Working-Class respondents currently feel the U.S. economy 33% multiple jobs
is improving.
Even when it does, these consumers consider themselves forever changed. Of those
we spoke with, 84% said they wouldnât go back to their old spending habits, even if the
economy were to rebound or their circumstances were to change. 19% Went from full-time
to part-time
Meet The Hard-Working Class 11
12. Snapshot of our Hard-Working-Class Moms
Nicole, 34 Home Housekeeper Sei Im, 28 Salon Manager Bessie, 42 Retail Salesperson
Divorced mother of two. College Single mother of one. Caretaker for Single mother of two boys. Part-time
graduate. Nicole lost the support of her parents. Salon manager. Sei Im is an retail salesperson who hopes to go back
family and friends after having her first example of the âComfort in Cohabita- to school for radiology one day. Lives in
child at 15. She managed to finish col- tionâ trend of moms who support and a single-family home with her younger
lege, but hasnât been able to break out care for both their children and elderly sister and helps her take care of her
of maintenance jobs and really leverage parents. She never went to college, but daughter while sheâs going to college.
her degree due to financial pressures worked her way up from salon recep- Has a huge support network that she
after a divorce. She was forced to ma- tionist to managing five salons in a relies on and that relies on her.
ture at a young age, and still feels stuck growing business. She is finally begin-
as a âteen momâ statistic. ning to focus on her own life and look âIâve never been an âI,â Iâve always been a
to the future. âwe.ââ Having less brings you more fam-
âIâve always felt like a statistic having a ily togetherness. Itâs how I remember
child at 15. It dragged me down a bit. âIâm adapting to change. All the hard growing up.â
Itâs just me, I donât have support. I try work has been paying off. I just got a
not to look at the past and just look at promotion. Now I have to focus on not
the future. It could have been easier if I being such a workaholic and try to have
didnât have a child so young, but Iâm very more balance between my work and
proud of my accomplishments. It could personal life.â
be better, but it could always be worse.â
Meet The Hard-Working Class 12
14. 1 2 3
Theyâre In Transition Theyâre Strong And Durable They Strive For Security
These women feel they are in a state of Theyâve been through many obstacles, and These moms are living on the lower levels
evolution. Our study found 54% feel theyâve havenât been broken. Seventy-two percent of Maslowâs Hierarchy of Needs right now,
adapted and evolved as a result of the recession. agree their strength and resilience have helped worrying constantly about money (63%) and
them through tough times. One woman we struggling every day to make ends meet (51%).
spoke to described herself as a crayon, Said one:
âbecause you can break it, sharpen âLife is paycheck to paycheck. We
it, peel away the layers, but the are stressed constantly, because
vibrant color still remains.â things are getting more and more
expensive while my paycheck
remains the same.â
Security for this group is hoping that the
furnace will make it through another winter.
Or that the gas company will wait another
month on the payment so that they have
We asked them to create headlines for chapters in
their autobiographiesâchapter one being where funds for school supplies. And itâs putting
they are now, chapter two where they are going. aside enough money to have pizza for her
This example underscores the state of evolution we kidâs birthday party next month.
kept hearing about.
Five Things to Know About These Women 14
15. 4 5
78%
Theyâre Living In The Moment They Make the Most of What They Have
Relentlessly focused on fulfilling their familiesâ They keep a positive outlook as best they can.
basic needs, these women take it one day at a Theyâre realists who recognize it could always
More stability time. They told us that if they let their minds be worse â in fact, 87% said there is always
and control
get too far in the future, the stress can be someone out there who has it worse than
overwhelming. Said one: them. Said one:
13% âI want to look ahead, but you have âIt would be nice to live the dream,
More excitement
and discovery
to be in the here and now, or things but that just isnât an option.â
get out of control.â
This group doesnât have the traditional safety
9%
Neither
nets to fall back on. So they rely on friends,
family and credit cards for unexpected wrenches.
And unfortunately, those wrenches happen all
the time.
Say a $1,000 expense would be a
83% major financial hardship.
We asked our moms to pick one wish,
either more security or more
excitement in their lives.
Say they would have no way to
38% pay for such an expense.
Five Things to Know About These Women 15
17. It takes a lot of juggling and strategizing for the Hard-Working-Class to stay
above water. Especially in the past few years, life has been a constant balancing act of
calculated tradeoffs. We asked these women about how their behaviors have changed
since before the start of the recession â what theyâre doing more of and what theyâre
doing less of. We heard theyâre doing more budgeting, staying at home and being more
creative with resources. But we also heard that they are getting less sleep and even
seeing fewer old friends because they donât have the money to go out like they once did. For the Hard-Working-Class
consumer, life is a constant
balancing act of calculated tradeoffs.
More:
Work, Budgets, Coupons, Generics
And More Staying Home:
Cooking, Reading, Family Time, Creativity
Less:
Sleep, Cable, Haircuts, Shopping,
Fresh Food, Traveling
And Less Going Out:
Dining, Girls Night, Movies, Old Friends
Life as a Balancing Act 17
18. The Paycheck journey
Seventy-four percent of Hard-Working-Class consumers say they live paycheck to pay-
check. We sought to better understand what that means.
Based on feedback from our Hard-Working-Class moms, C-K charted the âPaycheck
Journeyâ for a typical family, month to month. The top line represents the rare good
month when things go as planned and there might even be money left over to go out
for $5 pizza or save for that birthday party.
But for most, a good month is a rarity. Often car trouble, a broken appliance, or an unexpected
medical or school expense takes them down the second track. For Hard-Working-Class
moms, the âunexpected wrenchâ has come to be expected. In these cases, 90% of those we
surveyed said they stay home and make do with what they have until payday.
Payday! Check Balance Check Balance Payday!
Paycheck splurge on Round 2 Bills & Nice-to-Haves Save? Treat? Or Empty
Must-Haves & Round 1 Bills
Unex
pected Wrench!
Borrow or Default on Payments Slim Week Hibernation
Life as a Balancing Act 18
19. Part of this paycheck-to-paycheck reality for the Hard-Working-Class is food insecurity. What theyâd do
Some of the women we spoke to told us they are never certain where the next meal will if the economy rebounded:
come from, and more groceries are at the top of the list of things they would buy if the
economy were to rebound. Said one:
âWhen I go to the grocery store, I feel so poor. When I go to the
53% Vacation
government website, they tell me Iâm not.â
We asked our Hard-Working-Class moms to tell us where their money goes after payday.
Groceries are one of the last things to get funded, as itâs a variable expense. 53% Extra Groceries
32% Dining Out
Life as a Balancing Act 19
20. As we got to know some of these women, we were struck by how remarkably resourceful
and resilient they are. Here are some of the ways they surprised us:
Yes-what you might think But also-what you might not
⢠Many single and early moms ⢠No typical age, education or ethnicity
⢠Lives in underprivileged areas ⢠Lives in the suburban house next door
⢠Puts her personal care last ⢠Canât pick her out by her looks
⢠Her kids are her priority ⢠Her kids arenât kept from tough realities
⢠Struggles to make ends meet ⢠Doesnât blame anyone for her situation
⢠Lives paycheck to paycheck ⢠Lives within her means
⢠Aware of financial inequalities ⢠Doesnât identify with an existing class
⢠Anxious and feeling the stress ⢠Strong, proud and determined
⢠Catching up ⢠Leading the way
Life as a Balancing Act 20
21. Lessons From The Hard-Working-Class:
Doing More With L.E.S.S.
21 //
22. This resilient, resourceful consumer is highly
adept in the art of making ends meet, earning a masterâs
degree in âmaking it work.â In the next few pages, C-K
distills some of her key survival strategies into lessons in
how to do more with L.E.S.S. (Live, Eat, Spend and Shop).
Marketers, take note.
Doing More With L.E.S.S. 22
23. LIVE
Community Karma Splurging on Markers of Normalcy
Her community is a survival network. She relies In contrast to many higher-income consumers
on it for swapping deals, sharing items, childcare who may swap out brands they prefer in the
EAT
support and feeding her familyâand they rely name of responsible spending, a different
on her. So itâs little surprise that 72% share dynamic is at play among the Hard-Working-
coupons and deals with family and friends. Class. We found a greater resistance to sacrifice
SPEND
Itâs just one way women of the Hard-Working- their favorite âaffordableâ tried-and-true brands:
Class help each other out. 53% said they continue to buy certain brand
names to maintain some sense of normalcy.
SHOP
C-K Food for Thought: How can brands help facilitate and Said one: âThe car may be in the shop, my
grow her support system and provide âcurrencyâ
bills might be late, but I can still have my HeinzÂŽ
of value to the network? Whatâs the next evolution of
progressive coupons? Ketchup.â Continuing to buy these brands
reminds them of comfortable times (past or
Act of Friendship: Deal Seeking Mom, started by a mom to come).
of five âteaching others how to save big so they can live
large,â is one of many community-created online resources C-K Food for Thought: If youâve been marketing your
relied upon by the Hard-Working-Class. At 100,000+ brand as a âjustified indulgence,â are you sure itâs not
members strong, the blog is not only a one-stop shop for a âmarker of normalcy?â If youâve been losing share to
deals and freebies, but also a resource for making ends meet. private-label brands, take a look at where the share loss
is coming from. If the truly struggling are holding on to
you more tightly than the higher-income consumers, you
may be a marker of normalcy.
Act of Friendship: HeinzÂŽ Ketchup (a C-K client) has
recently launched an economical stand-up pouch for 99
cents as a way to help loyalists keep using the ketchup
they love in these uncertain times.
2
MRI Doublebase, 2012 Doing More With L.E.S.S. 23
24. LIVE
Ingredient v. Recipe Driven Food Stretching
Unlike higher-income moms who often tell us The Hard-Working-Class knows how to make
boredom fuels their mealtime planning, the ends meet through food: 88% said they buy
EAT
Hard-Working-Class moms are driven by what food that âstretchesâ across meals. Pasta, rice,
they can afford. Their meal decisions are based noodles and ground beef are staples, as they
on the ingredients in the pantry or whatâs on are both filling and versatile. Said one mom: âIf
SPEND
sale: 87% make an effort to plan meals around I bought a pack of frozen snacks that small, my
ingredients they already have in the house. son would eat them in 10 minutes. I canât have
Said one: âI purchase the same food all the time, that. I buy food that will feed a lot of mouths
SHOP
unless I have a new recipe, but itâs basically the and stretch as far as possible.â
same items with different seasoning.â
C-K Food for Thought: If youâre a food brand, is there a
C-K Food for Thought: What can marketers do to help new innovation in your product usage that would allow
her fulfill higher-level emotional needs with the basic you to stretch? If not, can you partner with âstretchableâ
ingredients she has on hand? How can you help her give foods so that you can go farther?
her family variety leveraging the ingredients of her basic
pantry stock? Act of Friendship: CampbellâsÂŽ Soup isnât just for the
bowl anymoreâthey are encouraging consumers to pour
Acts of Friendship: Recipe Matcher, Supercook, and a can of soup over rice or mashed potatoes to create a
RecipePuppy are just three of the many websites that hearty meal that stretches.
allow people to enter the ingredients they already have
on hand to create a meal. Kraft has gotten in the game,
too, with their iPhone application that allows people to
search 70,000 recipes by ingredient.
Doing More With L.E.S.S. 24
25. LIVE
Hibernating Mid-Cycle Recycling Their Money
Just like bears, the Hard-Working-Class These families are leveraging every coupon,
consumer instinctively knows when to wait out sale and special offer they can to make ends
EAT
tough weather. When necessary, 91% say meet. In fact, 89% said they use coupons
they stay home and make do with what they whenever they can. But beyond stretching their
have until payday. dollar, thereâs an emotional component to the
SPEND
âart of the dealâ as well â the rewarding feeling
Said one mom, âWhen I am able to cook, I try that youâre getting something back for what
to do a lot of freezing. That way when my hours you put in.
SHOP
are cut and I donât have money for groceries,
we still have good food to eat.â Said one mom: âIâd never go shopping without
a coupon. You need a coupon to feel like youâre
C-K Food for Thought: How can marketers plan around getting a deal.â
the payday âholidayâ? How can brands help the
Hard-Working-Class make do in between?
C-K Food for Thought: How can brands elevate couponing
to a more emotional experience? Can you help these
Acts of Friendship: Panera Bread (a C-K client) has
consumers play the recycling game? What tools can be
changed their entire business model to be a friend
created to help them benchmark their savings?
during slim weeks to struggling consumers like the
Hard-Working-Class moms. Among other initiatives
Act of Friendship: Target has moved to an instant
designed to fight food insecurity, theyâve created five
gratification system with their Target RedcardÂŽ. Purchasers
(and counting) Panera CaresÂŽ cafes around the country,
get an instant 5% discount on all purchasesâand tangible
with the mission to âfeed each and every person who
evidence of âfeeling the deal.â
walks through our door with dignity regardless of their
means.â The cafes have a pay-what-you-can policy that
allows people to choose how much theyâre able to pay
for the food and experience thatâs available in any
Panera Bread location.
Doing More With L.E.S.S. 25
26. LIVE
Cart Segmenting Over-Purchase Prevention
As a brand, itâs not just enough to make it into Perimeter shopping and selective aisle
the cartâitâs where in the cart youâre placed. shopping help these women avoid over-
EAT
42% place less important items in the back purchasing: 60% skip certain aisles to avoid
of their cart to put them back if they go impulse buys.Said one mom: âIf itâs not on my
over budget. list, I wonât go in that aisle. I donât want to get
SPEND
tempted to pick up something I donât need.â
âI put the items we canât do without in the front
of the cart, and the less important items in C-K Food for Thought: What can you do as a brand to
SHOP
build your presence on the perimeter through cross-
the back. So when we hit my dollar limit at the
promotion, display or even alternative sources of
checkout, I just hand back whatâs left in the cart.â distribution?
C-K Food for Thought: Are you front-cart worthy or a Act of Friendship: Customer-centric grocers are starting
back-cart indulgence? What strategies can you employ to to stage more sophisticated meal displays that feature
become more of a priority? select recipes and corresponding ingredientsâin many
cases, bringing products out from their aisles and into
Act of Friendship: âSelect supermarkets within China and the consumerâs perimeter pattern. A â16-week analysis at
Korea are testing SKTelecomâs Smart Cart service, which six participating stores (including Harris TeeterÂŽ and Save
syncs tablet-equipped shopping carts with consumersâ Mart) found that the grocers saw an average incremental
smartphones to offer real-time, relevant geo-target increase of 19.2% for display items.â
information. A companion mobile app automatically (SupermarketNews.com, May 21, 2012).
synchronizes with the cartâs tablet, upon which it
displays shopping tips, targeted coupons, and product
information based on where shoppers are in the store
and whatâs on their list. At the checkout counter, the
tablet compiles a list of purchased items, membership
points accumulated, and available coupons.â
(Source: Cassandra Daily, June 20, 2012).
Doing More With L.E.S.S. 26
27. Be A Friend: Brands Can
Offer A Meaningful Hand-Up
27 //
28. A hand up, not a handout.
Hard-Working-Class moms are doing everything they can to keep their families afloat. As Feel brands could be doing
we learned, part of this is finding ways to continue to buy brands that give them a sense 73% more to offer a hand-up.
of familiarity and comfort in tough times. In many ways, theyâre still supporting us, but
as marketers, what are we doing to support them? Thereâs a great opportunity to do
more to fully appreciate her situation and identify ways to helpâbuilding lifelong loyalty
in the process.
The Hard-Working-Class isnât looking for a handout. But 73% of them told us they feel
brands could be doing more to offer a hand-up during these tough times.
While price matters, these women are so much more than value-driven consumers.
There are many opportunities to offer a hand-up by connecting beyond the wallet.
Whether thatâs through rewarding them, acknowledging and/or elevating them,
helping them build a community of support or further her masterâs degree in âmaking
it work,â there are many potential pathways to befriend this important, influential
and inspiring consumer.
Be a Friend 28
29. Methodology For more information, contact:
At C-K, our philosophy is âMake friends, not ads.ÂŽâ We look at consumers as friendsâ Becky Johns
current or potential. In looking across our clientsâ businesses, we realized there was an Cramer-Krasselt
opportunity to better understand how to build friendships with an often-overlooked (312) 616-3871
consumerâmoms within the struggling âlower middleâ class. bjohns@c-k.com
So we spent a lot of time getting to know them through home visits, shop-alongs,
qualitative group discussions, ethnographic research and a quantitative study to better
understand this influential group, their needs and how brands might be able to better
serve them. In particular, we spoke to 18- to 54-year-old women with children under 18
in the household, with household incomes of between $30,000 and $50,000 (an income
level that generally doesnât qualify for government assistance).
Research was conducted throughout 2012 and supplemented by secondary sources
on socioeconomic trends. Special thanks to Iconoculture for select examples of brands
helping the Hard-Working-Class.
Methodology 29