Ad Age has published a great marketing study titled The New Female Consumer: The Rise of the Real Mom, which focuses on the needs and wants of Gen X mothers. Gen Y (Millennial) moms are also featured.
I’ve read most of the study, and was struck by the simplicity of the needs of Gen X moms, who in addition to working outside the home maintain most of the responsibility for child-rearing and household chores. These needs include learning how to delegate household chores. I totally relate to this. I hate delegating chores, and I think this weirdness dovetails classic Gen X overparenting.

One of the biggest challenges for marketers is how to reach Gen X moms who are all too adept at multi-tasking. In 2005, following the birth of Sully, I wrote an opinion editorial for The Daily Oklahoman in which I confessed I wiped down the edge of the tub with Clorox wipes while sitting on the potty. =)

One thing is for sure, and this study points it out – Gen X moms know they can’t have it all – no matter what previous generations of men and women told us.

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