A
Shift in Priorities?
Trading Hours at Work for Time at Home
Even
though Americans work more hours per year and have less vacation time
than any other country, a 2002 report on spending attitudes says women
are exchanging hours in the workplace for more time to indulge in personal
interests and share with families and female friends.
The
trend has roots back to the booming 1990s, when women were filling
their houses — which were bigger, better and affordable — with the
stuff of good living, like families, friends and homebody-style self
fulfillment. Sept. 11, 2001 brought homeward gazing into sharper
focus: More women say they now spend more time with those closest
to them and have less work involvement.
For
homeward-longing women, priorities include hunkered-down pursuits
like home entertaining, arts and crafts, knitting and baking. Spirituality
is a priority, in traditional ways, but also through new-age consumerism:
"hot yoga," organic lifestyles and cosmetics that offer
spiritual nourishment.
Home
also means "at home with self." Beauty standards now celebrate
ordinaary women's looks and bodies. Clothing can be plus-size with
attitude. Finally, single women are stepping up, buying homes at pace
with single men, heading the majority of single households and becoming
the darlings of media and marketing.
(Sources:
Marketing Trends from the Campbell-Ewald Women2Women Communications
Group, Marketing to Women, published by EPM Communications; 2000 U.S.
Census)
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