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What ’ s Happening in the Busy Life of Moms

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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What ’ s Happening in the Busy Life of Moms

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  1. digital content advertising What’s Happening inthe Busy Life of Moms public relations

  2. 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-

  3. 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 -12-

  4. 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.

  5. Questions/Implications: So many potential activities, why bsa? So little time, mom wants kids to be happy -13-

  6. -8-

  7. 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-

  8. A Full-time Working Mom Values Benefit to Her Kids Before Her Career

  9. Questions/Implications: Showcase bsa’s strengths in developing well-adjusted kids -11-

  10. Women, Moms & Social Media 2014 -4-

  11. 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-

  12. 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-

  13. Questions/Implications: leverage social media to connect to moms -7-

  14. 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-

  15. Questions/ Implications • Helping single moms • Using technology as primary means of communication -15-

  16. 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-

  17. -17-

  18. Questions/Implications • Valuable time for dad and son • Fun for dad • Helps mom • Great visual memories -18-

  19. 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-

  20. Bi-lingual • Welcoming of heritage Questions/Implications -20-

  21. -21-

  22. Question/Implications: What is BSA’s role in our evolving culture of men? -22-

  23. Questions/Implications: What is mom’s relatable, personal story about BSA? -24-

  24. 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-

  25. 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-

  26. Q and A -27-

  27. digital content advertising What’s Happening inthe Busy Life of Moms public relations -28-

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