digital content advertising public relations What’s Happening in the Busy Life of Moms

Top Trends and Implications Time starvation → Moms are breadwinners → Use of social media → Millennial moms → Evolving role of dads → Growth of Latina moms → “The End of Men” → Storytelling → -3-

Increasing Expenses + Life Stage Changes (e.g., Marriage, Parenting) = Time Starvation Age Total HH Income Increased 36% 50%52%39%30%23%21% Expenses Increased 57% 63%64%50%55%59%50% Demands on Time Increased 45% 59%58%53%43%34%19%  As a woman nears 30, expenses and demands on time increase dramatically – as work obligations, marriage, and parenting all convene at once into her life.  As she approaches 40, HH income remains fairly flat over a 5 year period – but expenses continue to rise and time starvation is still prevalent. Trends Over The Past 5 Years -12-

Partnership and Parenting Create the Most Demands As expected, the bump from unemployed or PT work to FT work adds a big juggling act/time scarcity But surprisingly, marriage then adds a small bump too. It’s work (if not also fulfillment) to add another person into your life As does having kids (especially without a preexisting job) Sum: having kids and having a FT job are both full-time jobs.

So many potential activities, why bsa? So little time, mom wants kids to be happy Questions/Implications: -13-

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Age Total Employed Full Time 30% 26%44%41%32%25%4% Employed Part Time 13% 17%12%13% 15%10% Self Employed 5% 2%5%6%8%2%4% I am Breadwinner 47% 36%42%43%53%58%51% Partner is Breadwinner 33% 17%40%43%34%28%33% Equal 9% 11%7%9%7% 13% Breadwinner 5+ years 84% 60%87%92%85%89%83% Women Are and Have Been Primary Breadwinners The majority of women ages 25 to 54 are employed. Women have a significant role as the primary breadwinner, which only intensifies with age, aligning with life-stage transitions like divorce and losing a partner. This is not a new trend. The vast majority of those who are breadwinners have been so for 5 or more years. -9-

A Full-time Working Mom Values Benefit to Her Kids Before Her Career

Showcase bsa’s strengths in developing well-adjusted kids Questions/Implications : -11-

Women, Moms & Social Media

Technology Improves Quality of Life For Women 52%: Technology helps me better balance everything that is going on in my life. 66%: Technology helps me stay more connected to people I love. 58%: Technology provides me with more flexibility and freedom. 72%: Online resources help me stay better informed. Gen Pop Sample -5-

Social is the Gateway to Online Use Facebook drives weekly (and at 64% - daily) Internet behaviors. Skew <45 All ages Skew <35 Dly Skew <35, Wkly reaches all Strong among all ages Skew <35 -6-

leverage social media to connect to moms Questions/Implications: -7-

Millennial Moms More educated, less happy More educated, less happy Mobile (for all moms, too) Mobile (for all moms, too) Increase in single moms Increase in single moms Be realistic, no “super mom” Be realistic, no “super mom” Will be primary “feeder” of BSA in next five years Will be primary “feeder” of BSA in next five years -14-

Questions/ Implications Helping single momsHelping single moms Using technology as primary means of communicationUsing technology as primary means of communication -15-

Evolving Role of Dads Time dads spend with children has tripled since 1965 Fewer dads are their family’s sole breadwinner Taking on more housework and childcare duties Find it difficult to balance work and family life -16-

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Questions/Implications -18- VALUABLE TIME FOR DAD AND SONVALUABLE TIME FOR DAD AND SON FUN FOR DADFUN FOR DAD HELPS MOMHELPS MOM GREAT VISUAL MEMORIESGREAT VISUAL MEMORIES

Latina Moms America’s moms are more LatinaAmerica’s moms are more Latina Bi-lingual/Bi-culturalBi-lingual/Bi-cultural Primary or joint decision maker in every categoryPrimary or joint decision maker in every category More likely to be stay- at-home mothersMore likely to be stay- at-home mothers -19-

Questions/Implications -20- BI-LINGUALBI-LINGUAL WELCOMING OF HERITAGEWELCOMING OF HERITAGE

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What is BSA’s role in our evolving culture of men? Question/Implications: -22-

What is mom’s relatable, personal story about BSA? Questions/Implications: -24-

Top Trends and Implications Time starvation → Moms are breadwinners → Use of social media → Millennial moms → Evolving role of dads → Growth of Latina moms → “The End of Men” → Storytelling → -3-

Top Trends and Implications Time starvation → brief, reminders, happy kids Breadwinners → focus on well-adjusted kids Use of social media → FB, visual, mom communities, bloggers, online influencers Millennial moms → technology, single, societal issues Evolving role of dads → dad engagement Growth of Latina moms → bi-lingual/bi-cultural “The End of Men” → preparing boys for changing role of manhood Storytelling → what’s mom’s story? -26-

Q and A -27-

digital content advertising public relations What’s Happening in the Busy Life of Moms -28-