Marketing to Moms: Work Life Balance?

A 1970’s television spot had a young woman claim to be able to “bring home the bacon and fry it up in the pan.” The writer of that jingle for Enjolie perfume might have been more of a futurist than anyone expected.

 A recent survey of 12,000 women worldwide by the Boston Consulting Group reports on the burden women face in today’s society.

With over 70% of U.S. women part of the labor force, they are bearing the majority of family responsibilities.

•             88% go grocery shopping
•             85% handle meal preparation
•             84% have responsibility for laundry
•             84% do the house cleaning

 It is no wonder that today’s women are stressed. And given current economic conditions, women admit to significant stress as a result of time and money issues.

•             48% are pressured in managing household finances
•             81% don’t think they saving enough for retirement
•             41% are saving less than they would like

Smart marketers will figure out how their product or service can help today’s Mom will find unprecedented success.