Looks like a lot more moms are bringing home the bacon.
"Women continue to enter the work force at a faster pace, and they're the ones left with the jobs in the post-recession recovery," said Kelley Skoloda, a partner at the Ketchum Public Relations firm.
A new study backs up Skoloda's assertions, stating that 40 percent of all US households with children under the age of 18 include mothers who are either the sole or primary source of income for the family.
That's a huge jump from the early days of the women's movement, when the portion of woman breadwinners was only 11 percent.
But women often become the primary breadwinners by default.
"About 85 percent of the job loss [during and after the Great Recession] has been felt by men," Skoloda said.
In addition, according to US Census Bureau data as analyzed by the Pew Research Center, of the 40 percent who are breadwinners, 63 percent are single mothers.
This reflects a change in traditional home structures, which also means a shift in marketing by businesses.
Bonnie Ulman, vice president of The Haystack Group, a marketing company, says that consumer companies are focusing on messages that help women solve a problem rather than just selling them a product.
"It's less of a relationship, but rather about having an easy value with the transaction," she said. "So that means having an easy return policy or, if you're buying something online, you get that product really quickly."
While putting out advertisements geared to women is nothing new, now even nontraditional categories like cars, fast food and consumer electronics are being promoted more heavily to women, according to Ulman.
Post-recession marketers are adjusting to changes in women's spending habits. More women are leaning toward austerity — watching how they spend their money and on what.
"Women feel they got burned," Ulman said. "Women expected an economic downturn, but they didn't expect it to be a freight train."
Anda sedang membaca artikel tentang
Women heading up 40% of familie$
Dengan url
http://bahayaprostat.blogspot.com/2013/07/women-heading-up-40-of-familie.html
Anda boleh menyebar luaskannya atau mengcopy paste-nya
Women heading up 40% of familie$
namun jangan lupa untuk meletakkan link
Women heading up 40% of familie$
sebagai sumbernya
0 komentar:
Posting Komentar