Contrary to what most advertisers and marketers still tend to focus on, all women are NOT moms.
A couple of years ago, Melanie Notkin, founder of SavvyAuntie.com published the book, “Otherhood: Modern Women Finding a New Kind of Happiness.” In it she reveals her own story as well as the honest, poignant, humorous, and occasionally heartbreaking stories of women in her generation—women who expected love, marriage, and parenthood, but instead found themselves facing a different reality. She addresses the reasons for this shift, the social and emotional impact it has on our collective culture, and how the “new normal” will affect our society in the decades to come.
So, just how many women are advertisers and marketers underserving by continuing to assume women either “are” moms or eventually “will become” moms?
According to national research conducted by Devries Global Public Relations and inspired by Notkin’s book, Otherhood, we are talking about 19 million women in the US between the ages of 22-44. The study looked at the demographics, consumer habits and influence of 1,000 moms and 1,000 non-moms.
Be sure to watch the highlights of the study in the video below.
38% of women ages 20-44 in the US (19 million) don’t have children by choice of by chance
Of these 19 million women:
- 59% are single
- 17.5% identify as GLBTQ
- 75% have some college education
- 40% prioritize career success #1
Major social media influencers:
- they have an average of 1500 followers or friends on social media
- they spend an average of 28 hours per week
For 80% of these women children play an active role in their lives:
- 49% have nieces or nephews
- 41% care deeply for children of friends
- 46% want to have kids
- 36% do not want to have kids
- 18% are undecided about kids
- 80% said they could lead a happy life without kids
- They spend an average of 35% more per person on groceries
- They spend almost 2x as much per person on hair and beauty products
- They spend 60% more days abroad per year and take longer vacations
Get to better know and understand these 19 million overlooked female customers by reading this free whitepaper download.