Marketing to Moms: Four in Ten Households Have Breadwinner Moms
May 29, 2013 § 1 Comment
The statistics are staggering! Today, four in ten households with children under 18 include mothers who are either the sole or primary source of income for the family. Some 50 years ago, that number was one in ten.
I have been interested in the growth of Breadwinner Wives for some time. The 2010 Census gave us our first glimpse at the growth of this group and now Pew Research has provided us with more information on the growth of Breadwinner Moms. Here are some of Pew’s fascinating findings:
• Two different groups of Breadwinner Moms. The “breadwinner moms” are made up of two very different groups: 5.1 million (37%) are married mothers who have a higher income than their husbands, and 8.6 million (63%) are single mothers.
• Married mothers differ from single moms. Compared with all mothers with children under age 18, married mothers who out-earn their husbands are slightly older, disproportionally white and college educated. Single mothers, by contrast, are younger, more likely to be black or Hispanic, and less likely to have a college degree.
• Women make up almost of half (47%) of the U.S. labor force today, and the employment rate of married mothers with children has increased from 37% in 1968 to 65% in 2011.
• More women want to work full time. The share of mothers saying their ideal situation would be to work full time increased from 20% in 2007 to 32% in 2012. And the share saying they would prefer not to work at all fell from 29% to 20%.
• Mixed emotions about women working. About three-quarters of adults (74%) say the increasing number of women working for pay has made it harder for parents to raise children, and half say that it has made marriages harder to succeed. At the same time, two-thirds say it has made it easier for families to live comfortably.
• Both groups of breadwinner mothers, married and single, have grown in size in the past five decades. Of all households with children younger than 18, the share of married mothers who out-earn their husbands has gone up from 4% in 1960 to 15% in 2011, nearly a fourfold increase. During the same period, the share of families led by a single mother has more than tripled (from 7% to 25%).
- Moms are primary breadwinners in 40% of U.S. households (usatoday.com)