The New Female Consumer - Advertising Age

Nov 16, 2009 - As this Advertising Age and JWT white paper will explore in depth, women with children still handle the bulk of the ..... mean to imply that working mothers do not spend significant time at home or that stay-at-home mothers ..... Gloria Feldt, an activist, author, and former CEO and. 12. THE RISE OF THE REAL ...
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WHITE PAPER

THE NEW FEMALE CONSUMER:

THE RISE OF THE

REAL MOM Still targeting ‘Supermom’? For younger generations of mothers, having it all doesn’t mean doing it all By MARISSA MILEY and ANN MACK [email protected], [email protected]

SPONSORED BY

WOMEN THEN AND NOW WHEN THEY WED 30

Years old

25 20

WHEN THEY STARTED HAVING KIDS 30

25.9

Years old

25.0

25

21.4

20.3

20

15

15

10

10

5

5

0

0

1960

2008

1970

HOW MANY WENT ON TO COLLEGE AFTER HIGH SCHOOL

HOW MANY WORKED

100%

100%

80

2006

80

66.1% 60

59.5%

60

37.9%

40

40

20

37.0%

20

0

0

1960

1960

2006

HOW MUCH THEY MADE (IN THOUSANDS)*

HOW MUCH THEY MADE FOR EVERY DOLLAR MEN MADE

$25

$1.00

20

0.80

$20,867 15 10

2008

0.60

77.1¢ 60.7¢

0.40

$1,261

($8,023 in 2008 dollars)

0.20

5

0.00

0

1960

2008

1960

2008

*Median for all women, not just those in the labor force. Sources: U.S. Census Bureau, National Center for Health Statistics, National Center for Education Statistics, U.S. Bureau of Labor Statistics

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WHITE PAPER

THE RISE OF THE REAL MOM

2

ABSTRACT

TABLE OF CONTENTS ABSTRACT

2

INTRODUCTION

2

THE REAL WOMAN

4

THE REAL MOM

6

THE NEW PRAGMATISM

12

WHAT REAL MOMS WANT EVERY DOLLAR COUNTS FAMILY COMES FIRST PERMISSION TO BE IMPERFECT MORE THAN JUST A MOM

14 14 15 16 17

HOW REAL MOMS SHOP

18

WHAT GETS REAL MOMS’ ATTENTION

20

APPENDIX

23

MEET A MOM ANGELA JANE HEATHER

13 14 15

Date published: Nov. 16, 2009

MORE ON ADAGE.COM “The New Female Consumer: The Rise of the Real Mom” is one in a series of white papers published by Advertising Age. To see other Ad Age white papers and obtain additional copies of this white paper, go to AdAge.com/whitepapers

This Advertising Age and JWT white paper explores what multiple generations of American women want when it comes to family, work and life in the 21st century, decades after the women’s liberation movement. It focuses in depth on Generation X (ages 30 to 44) and millennial (ages 18 to 29) mothers and how they differ from their older counterparts. It also examines how marketers can and should improve communications that target this demographic. This paper is based on a quantitative study of 870 men and women 18 and older conducted July 7-14, 2009, using SONAR, JWT’s proprietary online research tool. (All data have been weighted to 2007 census estimates across gender, age and household income.) It is also the cumulative work of interviews with more than a dozen marketers and experts, as well as qualitative research conducted with women around the country via the video-based community ExpoTV.

INTRODUCTION In 1968, Philip Morris introduced a new product line to the market: Virginia Slims, the slender “cigarette for women only.”