The New Female Consumer: The Rise of the Real Mom

Still targeting 'Supermom'? For younger generations of mothers, having it all doesn't mean doing it all.

November 16th, 2009

By Marissa Miley and Ann Mack

Word Count: 12,211

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.