Major Dads Jun 10, 2016 family parenting dads ... brands and marketers have become more mindful of including positive portrayals of modern fathers in their communications, they are nonetheless lagging behind the times in this area. Among older generations, household responsibilities were predominantly divided by gender. Men brought in the majority of income—if not all of it—and women made most of the household spending decisions and acted as chief domestic engineers. In the parenting sphere, the split was similarly vast. Mothers ...
Men Today Sep 03, 2013 ... their children’s lives than ever before: Just over a third of male respondents with kids say they handle the bulk of the parenting responsibilities, with another 44% saying these duties are shared evenly between them and their partner. Two-thirds agree that parenting and household responsibilities should be shared evenly between partners regardless of gender. But this new truth is rarely reflected in entertainment or marketing, where the old gender clichés hold fast. Thirty-six percent of men say ...
Identity Theft Jun 19, 2016 family parenting relationships ... to plan regular “date nights” (without their children); given the high cost of a babysitter, this is not without additional strain on the family, but it demonstrates Y parents’ determination to carve out pockets of time and headspace for their various selves. OUTSOURCEDEven as Y parents share parenting and household responsibilities more than previous generations did, mothers are still accountable for the majority of tasks and chores. While the push for gender equality at home persists, the ...
10 Gender Takeaways Sep 17, 2013 ... , despite their heightened role in parenting and household responsibilities, are continually excluded from ads that might otherwise appeal to them as dads and husbands. But women, too, feel alienated and left out when a product they might be interested in fails to address them. Brands, especially those in categories that have traditionally targeted a single gender, must begin to make an effort to feature both genders, even if just in supporting roles. The attempt will go a long way in appealing to every ...
The Urge To Splurge Mar 16, 2019 ... beauty/grooming, which is tied with household supplies for #5. The top five categories that UK Gen Xers have splurged on are clothing, tied for #1 with groceries, followed by tech & accessories, shoes, dining out, and travel. Nearly four in 10 Xers in the U.S. and a quarter in the UK have splurged on groceries in the last year.Why These Splurges: The inclusion of groceries and household supplies in U.S. Xers’ top luxury purchases within the past year is notable, as this cohort is likely to run a ...
Free For All Sep 19, 2019 ... important for this generation to always be hustling, but they also feel a sense of guilt if they’re not using their free time to take care of their additional life responsibilities, whether that be looking after a pet, maintaining a household, or raising children. Compared to Zs, Ys have more responsibilities given their life stage, so they’re giving up more when they allow themselves unproductive free time. To wit, 66% of Ys in the UK and 64% in the U.S. feel guilty if they spend a day in bed/lounging ...
Mom Focus Aug 10, 2013 ... to simply play the role of breadwinner, they are contributing more time and effort to their families than ever before. Women concur; 63% percent of moms agree that today’s dads are doing more as parents than did previous generations. They are sharing household responsibilities and taking on a more involved (and emotional) approach to parenting, as well. This new generation of dads is incredibly engaged and invested in their children and their family lives, yet many feel that marketers have failed ...
Duty Free Sep 14, 2015 home spending cleaning delivery on-demand ... burdens that come with home and car ownership, and they are accused of shying away from accountability in the workplace. Societal shifts are adding to Ys’ ability to offload responsibilities. Some are living at home for an extended period, which means their parents are more likely to be handling household issues for them well into their adult years. Others are also putting off parenthood, which means they are delaying the point in their lives when another person is wholly reliant on them. When they do ...
The Pandemic of Inequality Sep 29, 2020 ... they could not get by on their savings/assets if their household lost its source of income. Recent rises in the cost of rent and childcare, along with widespread unemployment, furloughs, and mounting medical bills, are just a few of the factors pushing the already fragile middle and lower classes further off the edge. ...
Peace Of Mind: The Guide To Gen Z Burnout Sep 22, 2019 ... Explore the categories and ways in which Zs are burning out, how they’re dealing with each type of burnout, and what this means for brands. In this macrotrend, we’ll be looking at the categories and ways in which Zs are burning out, how they’re dealing with each type of burnout, and what this means for brands. Burnout happens when one overextends oneself in any area or category—from work and school to social obligations and financial responsibilities. Gen Zs, given their generational ...
