New Market Research Reveals Stay-at-Home Mom as Family CEO

New York, September 29, 2006 — Motherhood has become cool in the last five years, and today’s Gen X and Gen Y stay-at-home moms are clearly comfortable in their roles as CEO of their families, according to The New American Homemaker, the latest research from Packaged Facts.

Living in a different universe than their predecessors of just a generation ago, today’s homemakers have put careers on hold—or at least on pause, sometimes freelancing or consulting after hours—in order to participate in every facet of their young children’s lives.

The emergence of electronic communications and new technologies highly affects how stay-at-home moms communicate, shop, and use media. And they’ve become accustomed to accomplish tasks at any hour and having instant access to virtually any information they need—factors that have changed their expectations of retailers, marketers, and media.

Using all the latest gadgetry and communication devices—from iPods and internet, to email and instant messaging—they tune in to their kids, their friends, and the world marketplace at all hours of the day, multitasking in spurts to fit around the nuances of child rearing.

The new study reveals not only the differences between today’s homemakers and Boomer moms, but it also compares stay-at-home mom (SAHM) attitudes and behaviors to those of career women, women as a whole, and their male counterparts.

“There are major differences in how these moms shop, entertain, view finances, take vacations, and communicate, which are deeply rooted in an attitudinal shift in how they view motherhood,” notes Don Montuori, the publisher of Packaged Facts. “They are big on spirituality and values, and health and nutrition, and have translated their years of business experience into a kind of corporate savvy for the home.”

The New American Homemaker provides a snapshot of the modern American homemaker and identifies what works and what doesn’t with today’s stay-at-home mom by delving into her habits, behaviors, attitudes, and motivations. Priced at $1,750, this report can be purchased directly from Packaged Facts by visiting:http://www.packagedfacts.com/pub/1267673.html. It is also available at MarketResearch.com.

About Packaged Facts
Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, food and beverage, and demographics. For more information visit www.PackagedFacts.com, or contact Tom Ehart at 240.747.3014, or tehart@marketresearch.com.