More than Half of Women Are Now Primary Breadwinners

January 30, 2019 § Leave a comment

New news. It used to be that 40% of women in married households were the primary breadwinner. Now, more than half of American women are the primary breadwinners in their households and many of them are worried about financial matters. Results from the Center for American Progress show that 63% of mothers were primary, sole or co-breadwinners for their families. Sounds like good news?  Well, not so quick.

Sounds like good news? Well not so quick. The fact that women are bringing home a significant portion of their families’ incomes does not mean that there is gender parity in the workforce, nor does it mean that working parents and caregivers have the supports they need. Issues such as the gender wage gap and lack of policies such as universal paid family and medical leave, paid sick days, and workplace flexibility still hold women back from reaching their full economic potential.

Families in the United States look different than they did a generation or two ago. Married couples today are less likely to have children than they were in the past, and single-parent households are also much more common. In 1974, a married couple headed 84% of all families with children, while in 2015, only about two-thirds, or 65.5%, of families with children were headed by a married couple. And from 1974 to 2015, the rate of families with children headed by a single mother nearly doubled—from 14.6% to 26.4%—while the rate of single fatherhood quadrupled from 1.4% to 8.1%.

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Millennials Are Today’s Food & Wine Tastemakers

November 9, 2015 § Leave a comment

3040348-slide-s-4-meet-the-brand-that-got-millennials-hooked-on-sparkling-wineMillennial foodies are the new “tastemakers”. What Millennials want in food today is what the rest of the world will soon be asking for. This savvy generation loves lots of informal celebrations, intense flavor profiles, ethnic cuisines, more natural foods and lots of snacks. Champagnes like Chandon are courting Millennials as an irreverent celebration alternative to their parents’ brands and are designing bottles to fit their occasions.

Restaurants are working hard to cater to millennials as their incomes and spending habits grow.   Here are some important facts to understand.

  1.  They eat out more often.  53% of the group goes out to eat once a week, compared with 43% for the general population. They eat out more often in all categories – quick serve, casual dining and fast casual.  While they all eat fast food, millennials don’t want to admit to eating it.  They are the least likely to recommend fast food to others.  Fast casual is their favorite.  Millennials compose 51% of fast casual customers.
  2. They want healthy food which means fresh, less processed and with fewer artificial ingredients.
  3. They want food that comes from socially responsible companies.  Types of companies that they like include those who have principles around fair trade, sustainability and fair wages.   Companies that exhibit these qualities include Starbucks and Chipolte.
  4. They like to support local restaurants.  Again this means higher quality food, social ethics, ethnic foods and flavor profiles.
  5. They want convenience which translates to easy online ordering, stellar apps and rewards programs. Starbucks has scored big with their new app revamp for pick-up orders.
  6. Sriracha is on everything.  It is stocked in 9% of American households and in 16% of those under 35.
  7. They celebrate a lot.  According to CEB Iconoculture, Millennials are celebrating more than just the traditional holidays. Super Bowl Parties, May the 4th Be With You celebrations (for Star Wars fans), and single girls’ gatherings for Valentine’s Day are just a few ways Millennials are celebrating outside of traditional holidays.
  8. The line between snacks and meals is blurring. According to research by Barkley and BCG, Millennials tend to snack far more than older generations. It is very common for Millennials to regularly have snacks in the mid-morning, mid-afternoon and late at night.

On the alcohol side of things, Chandon reports that 27 percent of adult millennials now choose beer as their favorite alcoholic drink and a lot of that beer is craft beer.   But beer consumption is down from 33 percent in 2012, leaving room for other products including vodkas, wines and sparkling wines.  Millennials like craft brands and made-for-me brands.  Chandon has targeted Millennials with its “celebrate everyday” strategy, moving sparkling wines from only end of year special occasions to everyday occasions.  Since Chandon is technically not Champagne since it is from Napa Valley, the wine has become Americanized.  Chandon has been able to reimagine how sparkling wine can be consumed—and by whom.  Chandon typically sells for a lower price point as well.

But price alone is not enough to lure young adults.  They seek an experience.  Chandon has given the classic champagne bottle a trendy makeover and creates seasonal designs for its bottles.  Last year Chandon put out three limited-edition bottles that are scrawled with the phrases “The Party Starts Here,” “Bring on the Fun,” and “I am the After Party.”   Ideally, consumers can pick out the bottle that matches their personality.  Their marketing also matches this new look with a heavy dependence on social media using image heavy social platforms like Instagram.

“Any marketer will tell you that it is very difficult to change consumer behavior,” Cristian Yanez, VP of Estate and Wines at Moet Hennessy USA, Chandon’s parent company says. “But with sparkling wine, we’ve found that a simple approach works best. I know it sounds a bit basic, but just giving people another excuse to drink a bottle of sparkling wine is sometimes all we need to do.”

 

Marketing to Women: Young Single Women Donors More Generous

December 16, 2014 § 1 Comment

young-adults_400x600.shkl_There is a new study reported in The Chronicle of Philanthropy identifying a rising group of charitable donors. The study finds “Millennial and Generation X women who are single and unaffiliated with a religion give two-and-a-half times more money to charity than their older, similarly secular counterparts, according to the report, which looked exclusively at unmarried donors. Their giving also doubles that of peers who have loose ties to a religion.”

For many years, it has been reported that people of faith gave more than unchurched individuals, so this report indicates that intensity of faith may not be as strong an indicator of giving as previously thought.

It seems that young single women may be bucking the trend, but there may be other factors at play as well.  Young single women may represent a growing group of highly educated, high income women who have decided to defer marriage.  This group of Single Indies represent some 28 million women, or one out of three adult women, who spend around $1 trillion each year.  They may have more disposable income and be predisposed to charitable interests.

The report also cites that one-third of Americans under 30 have no religious affiliation.

Clearly, for non-profits, this group of younger women represent an opportunity for both giving and volunteer activities.  Marketing should recognize and speak to this power group.

 

Are TV and Digital Still Going Steady?

October 8, 2014 § Leave a comment

There is so much talk about the close relationship between television and your second screen but new reports show that the relationship may not always be as close as we think.  We need to understand our target audience and what they are doing on that second screen.

Ellen_Degeneres_Twitter.pngTelevision and Twitter.  

We might think the top shows have the most Twitter traffic but that’s not always the case, it depends on the audience. While CBS had five of the top ten broadcast shows for the 2013-2014 season,  they don’t have the most Twitter active crowd.  You see, CBS has an older audience among networks, with a median viewer age of 58. And it follows, older adults use Twitter less.  Pew Research says 9% of Americans 50-64 and 5% of those 65 and older used Twitter in 2013, compared to 31% of those 18-29 and 19% of those 30-49.

Who did have the highest Twitter traffic? Blockbuster events that cross many age groups like the Super Bowl, the Grammys and the Oscars score high on Twitter usage.   The Super Bowl had 1.8 billion tweets and Ellen DeGeneres selfie-stunt was shared some 1.1 million times and even knocked Twitter offline for a few minutes.  “Breaking Bad” had the highest traffic for a single airing of a show and of course, it was the finale.  And that amazing Bryan Cranston had 6 million followers.  Other popular Twitter shows include “Walking Dead”, “Pretty Little Liars”, “The Bachelor”, “Game of Thrones”,  “Teen Wolf”, “American Horror Story”, “Scandal” and “Dancing with the Stars”.   These shows have a younger audience and some of them use Twitter in an interesting way.  Variety reports “The Voice” set a record for most tweets during their May 13 telecast.  Some 1.92 million posted #VoiceSave to rescue their favorite contestant.  Nielsen research shows the volume of tweets can relate to statistically significant increases in live ratings in some 39% of the episodes tested.

Twitter has their own study that says 48% of Twitter users said that after seeing a brand’s on-air ad they were more likely to remember seeing a tweet from that brand.

Television and the Second Screen

175879The most common use of digital is while we are watching TV, but it doesn’t always mean our activity is directly related to the show or ad we happen to have onscreen.  According to 2014 Millard Brown study, some 78% of US internet users accessed second screens during shows, compared with 71% who did so during ads.  And it seems that most of our second screen viewing happens during the show, not during previews, credits or commercials.

What are we doing online while watching TV?  We are reading our email, checking into social media, texting, calling someone, searching online and shopping.  Only some 4-7% of viewers are actually looking at the product being advertised.  So, it seems that a large percentage of our second screen time is not triggered by the program or advertising calls to action.  When we plan synergistic activities, we should understand our demographic and their online habits to know how best to interact with them.

 

 

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