Breadwinning Comes with a Price


The dynamics around the family economy are changing. Modern moms are jugglers — balancing ways to excel at work and at home. So while this mom-as-chief-breadwinner, may signal progress, it’s important to understand that 2/3 of these breadwinners are single moms. It becomes important for marketers to understand the demographic and socioeconomic, and emotional differences within this mom-as-breadwinner status. The division of labor at home presents challenges. More than half of working dads believe they’re splitting the load with their wives — but their wives say they’re doing less than a third of the work. And for a single mom, the price of breadwinning is greater. She is burdened with doing it all.

Pew Research, Breadwinner Moms, Dec. 2015