A seismic shift is taking place in households worldwide: more moms are bringing home more of the family income. The Ketchum 2014 Marketing to Moms study done in partnership with BlogHer in the U.S., U.K., Germany and China shows that more women (49% of U.S. women, for example) are now the primary breadwinner or on par financially with their significant others – a trend that is progressing more quickly than even recent major studies showed.
In all four countries, breadwinning moms feel increasingly empowered to make significant financial and purchasing decisions on their own. Yet most don’t feel in control of their destiny, nor has their career given them a greater sense of purpose. The “Breadwinner PheMOMenon” study charts the disconnects that women in these regions feel as they become the primary breadwinner.
KETCHUM’S KELLEY SKOLODA AND BLOGHER’S ELISA CAMAHORT PAGE DISCUSS THE STUDY