Marketing to Moms: Moms as Breadwinners

January 18, 2010 § Leave a comment

The number of Moms in two-parent households who are the primary breadwinner is at an all-time high, with the number of stay-at-home Dads growing as well. While the economy woes have certainly contributed to this rise in Mom breadwinners, the trend has been noted for the past three years.

It seems that gender roles are becoming more flexible and trends realized during the Great Recession could have long-term affect on cultural views of gender roles.

Men’s jobs have been particularly hard hit during the recession with male-dominated industries such as manufacturing and construction jobs losing proportionately more jobs.

Here are the stats from the Census Bureau released in January for married couples with
children under 18:

  • Moms who are sole breadwinners – 4 percent or 963,000 Moms
  • Dads who are sole breadwinners – 28.2 percent or 7.3 million
  • Couples who both work – 66 percent or 17 million

But just a reminder, two-parent households are just part of the picture.

Seventy-eight percent of women with children in all households (single and married) work. And the U.S. labor force is composed of 49.9 percent women.

Share

Advertisements

Tagged: , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

What’s this?

You are currently reading Marketing to Moms: Moms as Breadwinners at The Lipstick Economy.

meta

%d bloggers like this: