Single with Children?
Mediapost recently ran an article about single moms. Actually, according to the article, the correct term is *single women with children*. The gist of the article is that single women with children are not defined solely by their motherhood, and they don't fit current marketing assumptions. They are adventuresome, daring and, importantly, brand loyal. But most advertisers still address this group by portraying them in ads with incorrect stereotypes. The article shows the following statistics from a nationwide survey done by DraftFCB:
Age bracket:
What marketers believe: 35% of single moms are 18-24 years old
The truth is: 12% of single moms are 18-24 years old
Education:
What marketers believe: 31% of single moms did not finish high school
The truth is: 19% of single moms did not finish high school
Ethnicity:
What marketers believe: 24% of single moms are Caucasian
The truth is: 58% of single moms are Caucasian
The article contains several stereotype-busting facts that are well worth reading: http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=54800&Nid=27108&p=416462
Labels: children, marketing, single moms, women
posted by Woman-Centric Matters @ 9:34 AM
1 Comments:
This article just proves that we as a society are allowing stereotypes to provail. With more women over the age of 40 having children and by the year 2010 holding 65% of the wealth in the United States, you would think people would look past the 1950's, 1970's stereotype of single parents. PS. There are single fathers out there too!
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