What s happening in the busy life of moms
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digital. content. advertising. What ’ s Happening in the Busy Life of Moms. public relations. Top Trends and Implications. Time starvation → Moms are breadwinners → Use of social media → Millennial moms → Evolving role of dads → Growth of Latina moms → “ The End of Men ” →

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What ’ s Happening in the Busy Life of Moms

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What s happening in the busy life of moms

digital

content

advertising

What’s Happening inthe Busy Life of Moms

public relations


Top trends and implications

Top Trends and Implications

  • Time starvation →

  • Moms are breadwinners →

  • Use of social media →

  • Millennial moms →

  • Evolving role of dads →

  • Growth of Latina moms →

  • “The End of Men” →

  • Storytelling →

-3-


Increasing expenses life stage changes e g marriage parenting time starvation

Increasing Expenses + Life Stage Changes (e.g., Marriage, Parenting) = Time Starvation

  • As a woman nears 30, expenses and demands on time increase dramatically – as work obligations, marriage, and parenting all convene at once into her life.

  • As she approaches 40, HH income remains fairly flat over a 5 year period – but expenses continue to rise and time starvation is still prevalent.

Trends Over The Past 5 Years

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Partnership and parenting create the most demands

Partnership and Parenting Create the Most Demands

  • As expected, the bump from unemployed or PT work to FT work adds a big juggling act/time scarcity

  • But surprisingly, marriage then adds a small bump too. It’s work (if not also fulfillment) to add another person into your life

  • As does having kids (especially without a preexisting job)

Sum: having kids and having a FT job are both full-time jobs.


So many potential activities why bsa so little time mom wants kids to be happy

Questions/Implications:

So many potential activities, why bsa? So little time, mom wants kids to be happy

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What s happening in the busy life of moms

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Women are and have been primary breadwinners

Women Are and Have Been Primary Breadwinners

  • The majority of women ages 25 to 54 are employed.

  • Women have a significant role as the primary breadwinner, which only intensifies with age, aligning with life-stage transitions like divorce and losing a partner.

  • This is not a new trend. The vast majority of those who are breadwinners have been so for 5 or more years.

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A full time working mom values benefit to her kids before her career

A Full-time Working Mom Values Benefit to Her Kids Before Her Career


Showcase bsa s strengths in developing well adjusted kids

Questions/Implications:

Showcase bsa’s strengths in developing well-adjusted kids

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Women moms social media 2014

Women, Moms & Social Media 2014

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Technology improves quality of life for women

Technology Improves Quality of Life For Women

72%:

Online resources help me stay better informed.

66%: Technology helps me stay more connected to people I love.

52%:

Technology helps me better balance everything that is going on in my life.

58%: Technology provides me with more flexibility and freedom.

Gen Pop Sample

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Social is the gateway to online use

Social is the Gateway to Online Use

Facebook drives weekly (and at 64% - daily) Internet behaviors.

All ages

Skew <35

Dly Skew <35, Wkly reaches all

Skew <45

Skew <45

Strong among all ages

Skew <45

Skew <35

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Leverage social media to connect to moms

Questions/Implications:

leverage social media to connect to moms

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Millennial moms

Millennial Moms

  • More educated, less happy

  • Mobile (for all moms, too)

  • Increase in single moms

  • Be realistic, no “super mom”

  • Will be primary “feeder” of BSA in next five years

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Questions implications

Questions/ Implications

  • Helping single moms

  • Using technology as primary means of communication

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Evolving role of dads

Evolving Role of Dads

  • Time dads spend with children has tripled since 1965

  • Fewer dads are their family’s sole breadwinner

  • Taking on more housework and childcare duties

  • Find it difficult to balance work and family life

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What s happening in the busy life of moms

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Questions implications1

Questions/Implications

  • Valuable time for dad and son

  • Fun for dad

  • Helps mom

  • Great visual memories

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Latina moms

Latina Moms

  • America’s moms are more Latina

  • Bi-lingual/Bi-cultural

  • Primary or joint decision maker in every category

  • More likely to be stay-at-home mothers

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Questions implications2

  • Bi-lingual

  • Welcoming of heritage

Questions/Implications

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What s happening in the busy life of moms

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What is bsa s role in our evolving culture of men

Question/Implications:

What is BSA’s role in our evolving culture of men?

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What is mom s relatable personal story about bsa

Questions/Implications:

What is mom’s relatable, personal story about BSA?

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Top trends and implications1

Top Trends and Implications

  • Time starvation →

  • Moms are breadwinners →

  • Use of social media →

  • Millennial moms →

  • Evolving role of dads →

  • Growth of Latina moms →

  • “The End of Men” →

  • Storytelling →

-3-


Top trends and implications2

Top Trends and Implications

  • Time starvation → brief, reminders, happy kids

  • Breadwinners → focus on well-adjusted kids

  • Use of social media → FB, visual, mom communities, bloggers, online influencers

  • Millennial moms → technology, single, societal issues

  • Evolving role of dads → dad engagement

  • Growth of Latina moms → bi-lingual/bi-cultural

  • “The End of Men” → preparing boys for changing role of manhood

  • Storytelling → what’s mom’s story?

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What s happening in the busy life of moms

Q and A

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What s happening in the busy life of moms1

digital

content

advertising

What’s Happening inthe Busy Life of Moms

public relations

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