what ’ s happening in the busy life of moms

What’s Happening

in the Busy Life of Moms

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 →

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Increasing Expenses + Life Increasing Expenses + Life Stage Changes (e.g., Stage Changes (e.g., Marriage, Parenting) = Time Marriage, Parenting) = Time StarvationStarvation

Age

Total 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 76

HH Income Increased 36% 50% 52% 39% 30% 23% 21%

Expenses Increased 57% 63% 64% 50% 55% 59% 50%

Demands on Time Increased

45% 59% 58% 53% 43% 34% 19%

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

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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.

So many So many potential potential activities, activities, why bsa? why bsa? So little So little time, mom time, mom wants wants kids to kids to be happybe happy

Questions/Implications:

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AgeAgeTotal 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 76

Employed Full TimeEmployed Full Time 30% 26% 44% 41% 32% 25% 4%

Employed Part TimeEmployed Part Time 13% 17% 12% 13% 13% 15% 10%

Self EmployedSelf Employed 5% 2% 5% 6% 8% 2% 4%

I am BreadwinnerI am Breadwinner 47% 36% 42% 43% 53% 58% 51%

Partner is Partner is BreadwinnerBreadwinner

33% 17% 40% 43% 34% 28% 33%

EqualEqual 9% 11% 7% 9% 7% 7% 13%

Breadwinner 5+ Breadwinner 5+ yearsyears

84% 60% 87% 92% 85% 89% 83%

Women Are and Have Women Are and Have Been Primary Been Primary BreadwinnersBreadwinners

• 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.

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

Showcase bsa’s Showcase bsa’s strengths in developing strengths in developing well-adjusted kidswell-adjusted kids

Questions/Implications:

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Women, Moms & Social Media 2014

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Technology Improves Quality of Life For Women

52%: 52%: Technology helps me Technology helps me better balance better balance everything that is going everything that is going on in my life.on in my life.

66%: 66%: Technology helps Technology helps me stay more connected to me stay more connected to people I love.people I love.

58%: 58%: Technology Technology provides me with more provides me with more flexibility and freedom.flexibility and freedom.

72%: 72%: Online resources Online resources help me stay better help me stay better informed.informed.

Gen Pop Sample-5-

Social is the Gateway to Social is the Gateway to Online UseOnline Use

Facebook drives weekly (and at 64% - daily) Internet behaviors.

Skew <45

Skew <45

Skew <45

All ages

Skew <35

Dly Skew <35, Wkly reaches all

Strong among all ages

Skew <35

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leverage social leverage social media to connect media to connect to momsto moms

Questions/Implications:Questions/Implications:

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Millennial Millennial MomsMoms

• More educated, More educated, less happyless happy

• Mobile (for all Mobile (for all moms, too)moms, too)

• Increase in single Increase in single momsmoms

• Be realistic, no Be realistic, no “super mom”“super mom”

• Will be primary Will be primary “feeder” of BSA “feeder” of BSA in next five yearsin next five years

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Questions/ Implications

• Helping single momsHelping single moms• Using technology as Using technology as

primary means of primary means of communicationcommunication

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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

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Questions/Implications

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• Valuable time for dad and sonValuable time for dad and son• Fun for dad Fun for dad • Helps momHelps mom• Great visual memoriesGreat visual memories

Latina MomsLatina Moms

• America’s moms America’s moms are more Latinaare more Latina

• Bi-lingual/Bi-Bi-lingual/Bi-culturalcultural

• Primary or joint Primary or joint decision maker in decision maker in every categoryevery category

• More likely to be More likely to be stay-at-home stay-at-home mothersmothers

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Questions/Implications

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• Bi-lingualBi-lingual• Welcoming of Welcoming of

heritageheritage

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What is BSA’s role What is BSA’s role in our evolving in our evolving culture of men?culture of men?

Question/Implications:Question/Implications:

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What is mom’s What is mom’s relatable, personal relatable, personal story about BSA?story about BSA?

Questions/Implications:

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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 →

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Top Trends and Top Trends and ImplicationsImplications• 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?

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Q and AQ and A

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What’s Happening

in the Busy Life of Moms

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