Adweek : A mom shops differently than a women with no kids (really?)
September 21, 2010
“a research paper shows affluent mothers of young children differing significantly in their consumer behaviour from affluent women who don’t have young kids in the household.” Adweek pronounces on a main headline on their site.
No fooling? You mean a women that has kids as home shops differently ? The ground breaking report states that one women making 100,000 a year without kids “looks richer” than another women that makes 100,000 a year with kids.
Of course because kids are free right? Like children’s clothes, saving for college, the mini-van rather than the BMW are all due to the fact that both of them start off with the same disposable income (yea right).
In reality the women making 100k a year with kids is most likely equal to a women making 70k a year childless.
It’s not that it costs 30k a year to raise a child, but in realistic terms a parent generally puts aside a percentage of their wealth for their child… and that might be about 30% .. .regardless of income (other than extremes).
Welcome to extreme Adweek Reporting…. LOL
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