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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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Presentation Transcript
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.

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.

-9-

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

-5-

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

-6-

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

-14-

questions implications
Questions/ Implications
  • Helping single moms
  • Using technology as primary means of communication

-15-

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

-16-

questions implications1
Questions/Implications
  • Valuable time for dad and son
  • Fun for dad
  • Helps mom
  • Great visual memories

-18-

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

-19-

questions implications2
Bi-lingual
  • Welcoming of heritage
Questions/Implications

-20-

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?

-26-

what s happening in the busy life of moms1
digital

content

advertising

What’s Happening inthe Busy Life of Moms

public relations

-28-

ad