I’m one of those children of the 70s/80s who grew up thinking I should “bring home the bacon, fry it up in a pan,” and never let my man forget he’s a man. We were supposed to strive to be “Supermoms” who were able to do it all.
And, according to the recent Advertising Age white paper “The New Female Consumer: The Rise of the Real Mom,” most of us do “do it all.” Their research showed that “…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.”
This is in an age when the Bureau of Labor Statistics reports both parents were employed in 62 percent of the 24.6 million families made up of a married couple with children under 18. And, in the 2006-2007 academic year, the U.S. Department of Education noted women earned a majority of higher-education degrees.
The full report embedded here is filled with many more such statistics, including a 48-year comparison on education, purchasing power, and wages. But, the “real mom” to which its title makes reference is what they are really making a case for in the paper.
They posit that “the second half of this decade has brought a backlash against the mythical Supermom — that hyperactive type-A personality who whips up perfect cookies and perfect children — and an embrace of the likable, more relatable real mom, who doesn’t obsess over the little things.”
The case is made that millennial women (born between 1980 and 1995) are leading this change in attitude. They are apparently not as “conflicted” as my generation — Generation X. While I grew up being told I was equal to men, what I saw was my own mother doing an unequal amount of work to keep our family running - that “second shift” we women are apparently still working.
“[Millennials] grew up with seeing a lot of moms working, being outside the home a lot, and decided ‘Hey, this isn’t what I want,’” Aliza Freud, founder and CEO of SheSpeaks said in the AdAge report. “So they may be at peace more with their not working or working.”
Nearly have of the women surveyed for the report said finding balance between family and career is “a joke” for working women and I will certainly agree with that. The tagline for this blog used to say that it wasn’t about balance, but about juggling.
As one journalist put it: “While no longer striving to be supermoms doing everything for everyone, mothers are looking toward being pragmatic and good enough, and making a real impact in the areas that matter most for them and their children.”
This AdAge report implies that marketers should help empower women to delegate responsibilities to spouses, children and even brands so that they will have “more time to be who they want to be.”
As Carroll Trosclair on Suite101.com rightly points out, “marketers have been helping women delegate work to products, services and brands for decades. But delegating work to husbands and children may be a new and controversial challenge for advertisers.”
Interesting Side Note:
While researching for this post, I came across a blog that mentions one of the ways information was gathered for the whitepaper. Kitchen Table Conversations, “a new user-generated video research service revolutionizing how qualitative research is conducted” was used to gather information on grocery shopping habits. If you’re interested in qualitative research methods, check it out.

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