WHITE PAPER
WHITE PAPER
SPONSORED BY
THE NEW FEMALE CONSUMER:
THE RISE OF THE
WOMEN THEN AND NOW
WHEN THEY WED
30 Years old
25 20.3
20
25.9
15
10
5
0
1960
2008
WHEN THEY STARTED HAVING KIDS
30 Years old 25.0
25 21.4
20
15
10
5
0
1970
2006
REAL
HOW MANY WENT ON TO COLLEGE AFTER HIGH SCHOOL
100%
80 66.1%
60
37.9% 40
HOW MANY WORKED
100%
80
60
59.5%
40
37.0%
MOM
Still targeting `Supermom'? For younger generations of mothers, having it all doesn't mean doing it all
By MARISSA MILEY and ANN MACK
marissa.miley@, ann.mack@
20
0
1960
2006
HOW MUCH THEY MADE (IN THOUSANDS)*
$25
20 $20,867
15
10 $1,261
($8,023 in 2008 dollars) 5
0
1960 2008
20
0
1960 2008
HOW MUCH THEY MADE FOR EVERY DOLLAR MEN MADE
$1.00
0.80
60.7?
0.60
77.1?
0.40
0.20
0.00
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
WHITE PAPER
2
THE RISE OF THE REAL MOM
TABLE OF CONTENTS
ABSTRACT
2
INTRODUCTION
2
THE REAL WOMAN
4
THE REAL MOM
6
THE NEW PRAGMATISM
12
WHAT REAL MOMS WANT
14
EVERY DOLLAR COUNTS
14
FAMILY COMES FIRST
15
PERMISSION TO BE IMPERFECT
16
MORE THAN JUST A MOM
17
HOW REAL MOMS SHOP
18
WHAT GETS REAL MOMS' ATTENTION 20
APPENDIX
23
MEET A MOM
ANGELA
13
JANE
14
HEATHER
15
Date published: Nov. 16, 2009
MORE ON
"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 whitepapers
ABSTRACT
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." To promote the line, Philip Morris built on the energy of second-wave feminism and cleverly co-opted much of the movement's language. The result: "You've come a long way, baby," a powerful and longlasting advertising campaign that juxtaposed photographic images of the inhibited, unhappy women of yesteryear with the liberated, empowered women of the day.
More than 40 years later, American women have come an even longer way. They are highly educated in greater numbers than ever before; they are working professionals climbing the ranks; they are the privileged product of generations of women who have fought for equality in and outside the home. Yet as much as they have changed, in many ways they are the same. Today's woman is still the designated chief operating officer of the home.
As this Advertising Age and JWT white paper will explore in depth, women with children still handle the bulk of the household and child-care responsibilities, the so-called "second shift"--whether they are working full time, staying at home or something in between. Even younger women consider marriage and parenthood more important than men their age.
The fact is, no matter how progressive they are, women are up against something that just won't budge: biology. Motherhood will always distinguish most women from men and put them at the center of home and family life. While that's not necessarily a bad thing, many mothers, especially working mothers, are timecrunched and stressed, putting in long hours at work and at home.
Much can be said about the need for corporate change--a move away from the traditional 9-to-5 and toward flex time and telecommuting, an embrace of family leave for mothers and fathers--but that is not the business of this paper, which focuses on how marketers can change their strategies to more effectively communicate with these women.
This paper is based on a quantitative study of 870 men and women conducted in July 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 based on interviews with more than a dozen marketers and experts about the study's results, as well as qualitative research conducted with women around the country via the video-based community ExpoTV. It explores what women want when it comes to family, work and life in the 21st century--decades after the
THE RISE OF THE REAL MOM
women's liberation movement. And it focuses in depth on Generation X and millennial mothers and how they differ from their older counterparts.
Increasingly, Gen Xers (ages 30 to 44) and millennials (ages 18 to 29) are not beholden to perfection. Having seen their predecessors exhaust themselves trying to achieve an elusive ideal--the corner office, 2.5 wellgroomed children at home and Julia Child's command of the kitchen-- these younger mothers realize that "having it all" does not require doing it all.
While a decade ago mothers aspired to be "Supermom," today's mothers aim to be pragmatic, efficient and rooted in reality. They want to be real moms. (That lowercase is intentional; these women don't need fancy titles.) Perhaps more importantly, they want to be real women, with interests that include and extend beyond their roles as caretakers, providers and nurturers.
In this way, real moms look to subvert the so-called "mommy trap," where a mother has to choose whether to forfeit a career to care for the kids or plow ahead at work and hand over the stroller reins to the nanny. Real moms understand that tradeoffs are implicit in motherhood; they just don't see things as black and white.
Real moms still have unmet needs--as women and mothers. Boston Consulting Group estimates that women control $4.3 trillion of the $5.9 trillion in U.S. consumer spending, or 73% of household spending. To reach this demographic, marketers need not just to communicate that the goods and services they offer are practical and convenient; they also need to make real moms feel confident and in charge. Marketers should empower these female consumers to delegate to others (spouses, children, brands) so they can have more time to be who they want to be--at home, at work and on their own. And marketers have to use new ways to reach a population that rarely has time to sit down to read or watch or enjoy something without simultaneously doing something else.
Real moms look to subvert the so-called "mommy trap," where a mother has to choose whether to forfeit a career to care for the kids or plow ahead at work and hand over the stroller reins to the nanny.
SPONSORED BY 3
CHARTS
CHART 1: IMPORTANCE OF CAREER 4
CHART 2: PRIORITIES FOR
WOMEN BY AGE
5
CHART 3: PRIORITIES FOR
MEN BY AGE
5
CHART 4: MILLENNIAL PRIORITIES 6
CHART 5: HOUSEHOLD AND
CHILD-CARE RESPONSIBILITIES
7
CHART 6: HOUSEHOLD
RESPONSIBILITIES
8
CHART 7: CHILD-CARE
RESPONSIBILITIES
9
CHART 8: STRESS LEVELS
10
CHART 9: PURCHASING INFLUENCES 16
CHART 10: CLOTHING PURCHASES 17
CHART 11: AUTO PURCHASES
18
CHART 12: TRAVEL PURCHASES 19
CHART 13: ENTERTAINMENT
PURCHASES
23
CHART 14: PERSONAL-CARE
PURCHASES
23
CHART 15: APPLIANCE PURCHASES 24
CHART 16: HOME-FURNISHING
PURCHASES
25
CHART 17: FOOD/BEVERAGE
PURCHASES
26
CHART 18: ELECTRONICS PURCHASES 26
CHART 19: TECHNOLOGY PURCHASES 27
WHITE PAPER
4
THE RISE OF THE REAL MOM
THE REAL WOMAN
The American woman has come a long way since the 1960s, when second-wave feminists began charting new territory. She is no longer defined solely by her husband (as Mrs. John Doe) or her domestic role (housewife). Schools and companies alike have opened their doors to her. She works, she parents, she leads, she chooses.
Back in 1982, Rena Bartos, then senior VP at J. Walter Thompson, captured this woman, albeit in a nascent stage, in her book "The Moving Target." She called the American woman's metamorphosis a "quiet revolution" that was bound to have lasting implications for career, family, society and more. "Women have moved from defining themselves in terms of derived status," Ms. Bartos said in her book. "They are moving towards wanting a sense of personal identity beyond those private domestic roles."
Certainly since 1982 women have ventured beyond their domestic roles. They have made enormous strides when it comes to attaining high levels of education. While the same can be said of men, the positive trajectory for women has been much more pronounced. According to the most recent "Condition of Education" report published by the National Center for Education Statistics, part of the U.S. Department of Education, women earned a majority of higher-education degrees in the 2006-2007 academic year: 62.2% of associate degrees, 57.4% of bachelor's degrees, 60.6% of master's degrees and 50.1% of doctoral degrees. They are thriving in professional programs, such as medicine and law, that historically were dominated by men.
Women are also entering the work force in higher numbers than ever before, and with higher education levels, they are commanding higher salaries.
In 2008, women and girls 16 and older accounted for 46.7% of the U.S. labor force, according to the Bureau of Labor Statistics, and both parents were employed in 62% of the 24.6 million families made up of a married couple with children under 18. The increase in women in the labor force has been magnified during the recession, when the unemployment rate has been higher for men than for women, according to the Bureau of Labor Statistics.
Between 1990 and 2006, women's median income grew 32.9% to $20,014, while men's grew only 6.3% to $32,265, according to census data from Catalyst, a nonprofit organization committed to expanding business opportunities for women.
Yet another sign of women's achievement: The number of working women who regard what they do for a living as a career (rather than "just a job") has grown considerably in the past 30 years. In 1971, 29% of working women considered what they did a career, while 71% said
CHART 1: IMPORTANCE OF CAREER
How men and women responded to questions about work
MEN (N=452) WOMEN (N=418) Please tell us how important each of the following is to you right now, at this point in your life.
Having a career is "very important"
57 36
0%
20
40
60
80
MEN (N=277) WOMEN (N=228) How much do you agree or disagree (among those who are employed)?
I consider what I do for a living "a career"
63 48
I work for my own personal and professional fulfillment
56 50
My work is very linked to
51
my sense of who I am
47
0%
20
40
60
80
Between 1990 and 2006, women's median income grew 32.9% to $20,014, while men's grew only 6.3% to $32,265.
Source: Advertising Age and JWT survey
SPONSORED BY
THE RISE OF THE REAL MOM
5
what they did was just a job, according to a Yankelovich Monitor analysis referenced in Ms.Bartos' book. By 1980 the numbers had changed: 39% of women considered what they did a career; 61% said what they did was just a job. The survey conducted for this paper found that now 48% of women consider what they do a career, while 43% said it's just a job.
But in the wake of all this social progress, there are many signs that point to stagnancy in the movement toward gender equality. Just consider the numbers of female U.S. senators (17 of 100), House members (76 of 435) and state governors (6 of 50). Or the 3% of Fortune 500 CEOs this year who are women and the 15.7% of Fortune 500 corporate-officer positions held by women in 2008, when women held 50.8% of management, professional and related occupations, according to Bureau of Labor Statistics data reported by Catalyst.
Our survey found that women today are more careeroriented than they were decades ago, but they are still less likely than men to prioritize having a career, and working women are less likely than men to consider what they do a career (see chart 1, page 4). Working women are also less likely to work for personal and professional fulfillment. (The one exception: Women 30 to 44 said work is very linked to who they are. That may be 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 optimistic overall about professional opportunities, on balance they are pessimistic about equal pay. Rightfully so: While women are working more, there is still enormous pay inequality. In 2008, women and girls 15 and older who worked full time, year-round received 77.1% of the median annual earnings their male counterparts did, according to the U.S. Census Bureau. (In 1960, the percentage was 60.7%.)
One year out of college, women who work full time already earn only 80% as much as their male peers earn, according to a 2007 report published by the AAUW (formerly the American Association of University Women), a nonprofit organization that promotes education and equity for women and girls. What's more, 10 years out of college, that earnings ratio drops to 69%. Therefore it's no surprise that women still feel there are barriers to overcome.
Why do these stark inequities persist in 2009? Perhaps men hold more executive positions than women, or they work longer hours, or they simply have pursued more demanding--and therefore lucrative--careers. Maybe women opt out of the work force or choose fields that don't pay as well. But according to the AAUW study, the pay
(continued on page 6)
CHART 2: PRIORITIES FOR WOMEN BY AGE
Percentage who said each of the following is "very important" at this point in their lives
CAREER EDUCATION 70%
60 54
50 48
PARENTHOOD MARRIAGE/RELATIONSHIPS
65
63
64
60
59
54
40 41 34
30
20
22
18
10
16
10
0
Women 18-29 Women 30-44 Women 45-59
(N=74)
(N=112)
(N=166)
5
Women 60+ (N=66)
CHART 3: PRIORITIES FOR MEN BY AGE
Percentage who said each of the following is "very important" at this point in their lives
CAREER EDUCATION PARENTHOOD MARRIAGE/RELATIONSHIPS 70%
60
61
60
59
53
55
50
50
45
40
44
42
30
31
24 20
10
28
14 13
11
0 Men 18-29 (N=66)
Men 30-44 (N=93)
Men 45-59 (N=178)
Men 60+ (N=115)
Source: Advertising Age and JWT survey
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