This Advertising Age and JWT white paper explores what multiple generations of American women want when it comes to family, work and life in the 21st century, decades after the women’s liberation movement. It focuses in depth on Generation X (ages 30 to 44) and millennial (ages 18 to 29) mothers and how they differ from their older counterparts. It also examines how marketers can and should improve communications that target this demographic. This paper is based on a quantitative study of 870 men and women 18 and older conducted July 7-14, 2009, using SONAR, JWT’s proprietary online research tool. (All data have been weighted to 2007 census estimates across gender, age and household income.) It is also the cumulative work of interviews with more than a dozen marketers and experts, as well as qualitative research conducted with women around the country via the video-based community ExpoTV.
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