Wednesday, September 05, 2007

The Age of the Alpha Mom - US News and World Report

U.S. News and World Report, rather than finding new trends, is now just recycling them. This week's retread? Alpha Moms, which appears to be a revival of the silly "superwoman" meme of the 1980s. But that's not what caught my eye. Here's the key paragraph:

The Leo Burnett advertising agency first noticed the group in 1999. It labeled them "mothers of invention," after their reliance on hands-on husbands, flexible work schedules, and new technology to successfully combine motherhood and work. At the time, they made up about one quarter of mothers; the agency says the percentage is probably significantly higher today. (emp. mine)
I really have no idea what to make of that, other to think it somewhat sad that it is only recently, and only in a subset of moms, that "hands-on husbands" play into the balance equation.

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