Professional Documents
Culture Documents
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
1960 2008 1970 2006
REAL
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%
20 20
MOM
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
*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
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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 63
43% said it’s just a job.
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 42
merly the American Association of University Women), 40
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)
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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.
Taking care of 89
Women do not have the same career trajectory as men do, 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.
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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)
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8 THE RISE OF THE REAL MOM
CHART 6: HOUSEHOLD RESPONSIBILITIES
Who is primarily responsible for each task
80%
DADS BOTH
50
Grocery shopping
Mean
40
Doing the dishes
Vacuuming
30 Cleaning the bathroom Cooking
10
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
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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)
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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
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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.
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16 THE RISE OF THE REAL MOM
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
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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
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18 THE RISE OF THE REAL MOM
2% 3%
3% 2%
5% 5% 3% 5%
7% 8%
5% 2%
31% 12% 27% 3% 4%
30% 35%
26%
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3%
3% 2% 1%
4% 7%
14% 10% 4%
12% 6%
4%
34% 5%
10% 41% 48% 50%
17%
31% 30%
21%
10% 30%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
we’re trying to do is be a part of her life in those moments.” impossible. Census data are reported by household unit,
The women’s portfolio includes the Baked products, not individual, so spending by the 50% of women who are
100-calorie packs of other Frito-Lay products and recently married householders is grouped with their households’
launched SmartFood, a hybrid sweet and salty popcorn overall spending.
snack with ingredients such as added calcium and fiber. The “The key point about women’s buying power is that
products are lower in fat and calories than sibling products women have income,” said Catalyst’s Ms. Combopiano.
such as regular Doritos and Cheetos and packaged in more- “Women spend [on] more than just clothing and food.
subdued matte colors. “She’s looking for a product to start They spend money on cars, consumer electronics [and] big-
a conversation with her, not yelling at her,” Ms. Jarratt said. ticket items” (see chart 9, page 16).
“Our other products were screaming out like a teenage Boston Consulting Group, which conducted a multi-
boy.” country study of women in 2008, estimates that women
Frito-Lay provided women with equivalent bite-size control $4.3 trillion of the $5.9 trillion in U.S. consumer
“permissible indulgences” in the entertainment realm by spending, or 73% of household spending. Yet, in SheSpeaks
also building a website with short, animated webisodes, at research, 90% of women say advertisers don’t advertise to
awomansworld.com. them, Ms. Freud said.
Today’s time-pressed mom is a more focused shopper
than her predecessors. “She only has a couple of minutes
where she’s running in, so she’s trying to get everything
HOW REAL MOMS SHOP that she needs,” Skippy’s Mr. Nguyen said. Frito-Lay has
Women may be the primary shoppers, but according to a acknowledged that tendency by placing the products in its
2009 report by Catalyst, women’s buying power is difficult women’s portfolio at the ends of grocery-store aisles, so a
to measure. While experts such as Ms. Muléy of the 85% busy mom can find them quickly and easily.
Niche assert that women make 85% of all purchasing deci- “She doesn’t have the time she had before. What she
sions (hence the name of her company), Catalyst noted that wants is an easy experience, and she wants us to be more
backing that number with census data is difficult, if not accommodating,” said Macy’s Ms. Reardon, adding that
Note: Numbers are rounded; pie charts may not add up to 100%. Source: Advertising Age and JWT survey
aa_20091116wp.qxp 11/6/2009 4:13 PM Page 19
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2%
6% 9% 7% 9%
5% 6%
6% 3% 8%
12% 32% 4%
35% 5% 34%
37% 7% 2%
13%
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3%
1%
8% 7% 10% 2% 11%
11% 6% 4%
30% 3% 5% 4% 28%
6% 32%
6% 39%
18%
48% 46% 53%
19%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
women are shopping closer to the time when they need also a changing definition of family. Who is driving the
clothing, instead of planning months or seasons in advance, car? It’s not necessarily Mom buying the car or Dad buy-
as they did a few years ago. Not surprisingly, they are turn- ing the car; it’s the family buying a fleet.” A family might
ing to the internet to make purchases. In the free moments want one small car for shorter distances or the work com-
after they put the kids to bed, for example, they’ll hop mute and a large one for carpool and vacations.
online and visit highly targeted female and/or social-net-
working websites to check out the latest trends or deals. MORE SELF-RELIANT
Women are still the primary shoppers for their families While Ms. O’Rourke at Royal Caribbean estimated that
at Macy’s, Ms. Reardon said, though men are beginning to 80% of all trips are planned and booked by women, ulti-
do some of the shopping for themselves. Our survey found mately travel is a joint decision. “What we surmise is that
that men over 30 still tend to consult their spouses or part- she spends the time, she gathers the information,” Ms.
ners for clothing advice (see chart 10, page 17). O’Rourke said. “Then she shares the information with her
When it comes to big-ticket items such as cars and partner, and then they make the joint decision.” Our find-
trucks, we found that many women over 30 rely on their ings confirm that (see chart 12). Illustrating the complica-
spouse or partner to make a decision (see chart 11, page 18). tions of measuring female buying power, Ms. O’Rourke
But men also consult their spouse or partner. The car pur- added: “Who actually puts the credit card down, I don’t
chase is an increasingly collaborative, family-oriented know.”
process, said Sheryl Connelly, global trends and futuring Interestingly, our data show that as women age, they
manager at Ford. become more self-reliant for certain purchases, especially
For the past five years, Ms. Connelly has been responsi- entertainment, personal care, clothing, appliances, home
ble for identifying and tracking non-automotive trends furnishings and food/beverage items (see appendix, page
that might affect the way people purchase and use vehicles. 23). Lauren Zalaznick, president of NBC Universal’s
“We talk a lot about the influence children have on house- women and lifestyle entertainment networks, said that
hold decision-making purchases,” she said, adding that par- does not surprise her. “Women get more comfortable over
ents dote more on their children than ever before. “There’s (continued on page 20)
Note: Numbers are rounded; pie charts may not add up to 100%. Source: Advertising Age and JWT survey
aa_20091116wp.qxp 11/6/2009 4:13 PM Page 20
WHITE PAPER
20 THE RISE OF THE REAL MOM
the course of their lifetime making decisions,” she said, deficit will only grow.
adding with a laugh, “as they get older, more confident or Content creators, understanding that these women do
more satisfied or more bored.” more than one thing at a time, are turning what could be
a negative (a distraction) into a positive (an immersive
experience). By layering a multitude of media into enter-
tainment, they are creating content designed for simulta-
WHAT GETS REAL MOMS’ ATTENTION neous consumption and engagement. Mr. Cardinale said
It’s not enough to understand that women are the princi- Bravo, for example, actually encourages viewers to multi-
pal shoppers, that women have the “power of the purse,” task while watching shows—that is, to text, e-mail or read
Ms. Zalaznick said. “It’s that [marketers] need customized blogs about Bravo content or play around on the network’s
ways of reaching these women.” website. “We’d rather have them looking at [our] screen
“It [used to be] a lot easier to understand [women] and than making a sandwich,” he said.
speak to them all at once,” said Tony Cardinale, senior VP- Mr. Cardinale said while these developments are excit-
research and strategic insights for Bravo, Oxygen and ing for him as a researcher, they can be challenging for a
Women@NBCU. “What we have now are silos with dif- marketer. “It’s especially different with younger women,”
ferent outlooks, different psychographics.” he said. “You sort of have to wrangle them in small groups
The multitasking tendencies of today’s moms extend to together if you have a message for them.”
their media consumption, and as a result it’s getting close With mothers—both those who work and those who
to impossible to grab their truly undivided attention. As stay at home—a chief task is to present them with relevant
more millennials—digital natives and multitasking content that fits into their lives. “The truism is that it does-
machines that they are—become mothers, that attention n’t matter if they’re coming home at 7:05 p.m. or starting
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to cook dinner at 5:45 p.m.,” said Ms. Zalaznick of NBCU’s nected with her friends and “whose life is about fun.” “The
women and lifestyle entertainment networks. “Their difference between Oxygen and Bravo is less about what I
minds say, ‘Please don’t waste my time; please respect see on paper when I see their age but more about life stage,
me.’” For NBCU, part of being respectful and relevant is values and mindset,” he said.
creating network programming that is relatable and enter- Increasingly, real moms are augmenting their media
taining and part of it is embracing viewers’ lifestyles. diets with content from their peers. Whether it’s in person
Ms. Zalaznick spearheaded the launch of or on blogs and sites such as Facebook and Twitter, moms
Women@NBCU last summer to enable advertisers to are big on communicating with other moms—not just
reach women across a number of NBC Universal proper- about parenthood but about politics, literature, health and
ties. Since then the company has done multimillion-dol- more. Women in the BlogHer community are educated
lar deals with Walmart, Kodak and General Mills and and tech-savvy, and many of them are taking time away
secured a cross-network deal with American Express. from the work force to raise young children. “They want
Women@NBCU claims to reach 95% of American women to be heard, they want to be acknowledged,” Ms. Garrubbo
through the Oxygen, Bravo and iVillage properties, as well said. “The one thing women say is, ‘I get to be all of who I
as NBC’s “Today” and shows like it. am at this group. I don’t have to just be a wife, I don’t have
Each property has its own target psychographic. Mr. to just be the mom.’”
Cardinale said Bravo, for example, appeals to “upscale, cos- For Macy’s, it’s about bringing content to women
mopolitan” women in their 30s and 40s with successful where they are spending time. Online, that means reach-
careers who “like watching people with concerns in their ing out on women’s websites and social-networking sites;
lives that are similar to theirs.” Oxygen, by contrast, goes offline, it’s about hosting the Macy’s Thanksgiving Day
for the 20- or 30-something woman who is closely con- (continued on page 22)
with alex
n e c t
ways to con
direct
ting
e d marke
t
gra
i nte
ith
ed
mer
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22 THE RISE OF THE REAL MOM
Parade or Glamorama, the store’s fashion-show fundrais- its third wave, the Dove campaign works to give mothers
er. Through these channels women can spend time with tools to spread the self-esteem message. Not only has
their family and friends and connect with the brand. Ms. Dove’s Ms. O’Brien seen women respond positively to
Reardon said cause-related marketing has been a particu- the “Campaign for Real Beauty,” she said, she has also
larly successful initiative for Macy’s, which works with the seen women wanting to become a part of it. Why? It’s
American Heart Association and Feeding America, among part of their reality.
other charities. “A lot of people say they listen to women,” said
Women are “very likely to be loyal to companies that NBCU’s Ms. Zalaznick. “Very few people actually do.”
do good work,” said Connie Fontaine, manager of brand One thing is clear, she said: “What’s important is don’t
content and alliances at Ford, citing research from cause- try to move your [customer] segment to places they
related-marketing agency Cone. According to the 2008 don’t want to go. Don’t say that ‘Now that half of you are
Cone Cause Evolution Study, 85% of Americans have a graduating from [Harvard Business School], we’re going
more positive image of a product or company when it sup- to market to you like a man.’” Nor should companies
ports a cause they care about, and 79% said they would be market to women as if they were June Cleaver, just
likely to switch from one brand to an equivalent brand if it because they bear the majority of household and child-
was associated with a good cause. care responsibilities.
Ford has been a national sponsor of the Susan G. Back in 1982, JWT’s Ms. Bartos predicted that women’s
Komen Race for the Cure for the past 15 years and helped social progress—and quest for identity—would be a
raise more than $100 million for the breast-cancer organ- “never ending saga.” She closed her book with a few
ization to date. At first Ford’s involvement was not con- telling lines from Gretchen Cryer, a singer of the era:
nected to the car company’s marketing efforts. “But then
we found that consumers were expecting it,” Ms. Fontaine “Twice I was a mother,
said. “It’s become something over the past few years that Once I was a wife,
we have integrated the product story into our marketing.” Tore off the labels,
Today, the so-called “Warriors in Pink” program has par- Now all that’s left is life.”
ticularly resonated with women, in branded entertainment
on Lifetime’s “Army Wives” and online, where women can It’s that leftover “life” that marketers—and women
contribute to a virtual quilt. themselves—are still figuring out today.
Meanwhile, Dove continues to see women respond Catalyst’s Ms. Combopiano said she is optimistic that
positively to its “Campaign for Real Beauty.” Dove traditional gender roles will change within a generation,
kicked off the campaign in 2004, catalyzing a national as men assume more responsibilities at home.
conversation around what it means to be beautiful as a “I think the women’s movement has changed men as
woman. The concept: Real beauty comes in all shapes, profoundly as it has changed women,” BlogHer’s Ms.
sizes and colors. While the campaign has grown beyond Garrubbo said. “They, too, want balance. … They want,
its social message—the advertising now incorporates when they have children, to be able to engage with them.
much more information about the science behind the They want to be able to take off if they need to for a kid’s
product—the brand continues to focus on building self- illness or something like that.”
esteem, for girls and young women in particular. Now in Until then, it’s all about the real mom.
aa_20091116wp.qxp 11/6/2009 4:14 PM Page 23
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APPENDIX
CHART 13: ENTERTAINMENT PURCHASES
Who has the most influence MYSELF SPOUSE/PARTNER PARENT FRIENDS OTHER FAMILY NOT APPLICABLE
1% 2%
9% 4% 8%
10% 13% 6%
7% 38% 8% 8%
36% 3%
26% 6% 2% 51%
44%
24%
34% 30%
2% 26%
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
6% 5% 5% 8%
9% 7% 7% 7%
11% 9% 6% 25%
43% 34%
15% 4% 40% 4%
9%
9%
35% 50%
18% 33%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3% 2% 1%
2% 3% 1%
2% 9% 5% 5% 5%
6% 4% 5%
6%
18% 42% 52%
57% 52%
35% 37%
12% 39%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
Note: Numbers are rounded; pie charts may not add up to 100%. Source: Advertising Age and JWT survey
aa_20091116wp.qxp 11/6/2009 4:14 PM Page 24
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24 THE RISE OF THE REAL MOM
CHART 15: APPLIANCE PURCHASES
Who has the most influence MYSELF SPOUSE/PARTNER PARENT FRIENDS OTHER FAMILY NOT APPLICABLE
3% 3% 1%
1% 3%
6% 3% 5% 5% 5%
1% 9%
6%
30% 30% 5%
13% 42% 45%
36%
47% 34%
24% 45%
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3% 3% 3%
2% 2%
5% 3% 5% 4%
2% 17% 7%
9% 27% 6% 25%
3% 36%
41%
17%
46% 59%
19% 54%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
Note: Numbers are rounded; pie charts may not add up to 100%. Source: Advertising Age and JWT survey
marketin
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WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3% 2% 2% 2%
2%
4%
2% 17% 4%5% 5%
4%
6%
8% 26% 26%
4% 33%
41%
19%
53% 60%
18% 56%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
Note: Numbers are rounded; pie charts may not add up to 100%. Source: Advertising Age and JWT survey
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26 THE RISE OF THE REAL MOM
CHART 17: FOOD/BEVERAGE PURCHASES
Who has the most influence
MYSELF SPOUSE/PARTNER PARENT FRIENDS OTHER FAMILY NOT APPLICABLE
3% 1% 2%
7% 3% 9% 5%
7% 7%
10% 7%
3% 6%
10%
39% 41%
18% 49% 52%
32% 28%
36%
25%
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3%
2% 1% 3% 3%
4%
9%
6% 6% 5% 4% 3%
4%
7%
8% 33% 34%
42%
47%
18% 43% 53%
12% 49%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
49% 42%
36% 52%
WOMEN 18-29 (N=74) WOMEN 30-44 (N=112) WOMEN 45-59 (N=166) WOMEN 60+ (N=66)
3% 1%
9% 6% 6%
9% 9%
6% 9%
35% 5% 4%
42% 17% 8%
22% 51% 53%
8% 27%
20%
13% 9% 28%
MEN 18-29 (N=66) MEN 30-44 (N=93) MEN 45-59 (N=178) MEN 60+ (N=115)
Note: Numbers are rounded; pie charts may not add up to 100%. Source: Advertising Age and JWT survey
aa_20091116wp.qxp 11/6/2009 4:14 PM Page 27
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THE
THE RISE
RISE OF
OF THE
THE REAL
REAL MOM
MOM 27
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