Stay-at-Home Mom as Family CEO

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.