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  • US moms have fed into the expansion of the freelance workforce
  • US moms have fed into the expansion of the freelance workforce
    The Mom Project (2019) ©
REPORT

How are working moms shaking up the system?

The soccer mom cliché couldn’t feel more dated. These days, American moms are more likely to be breadwinners than pitchside cheerleaders. But a new era for moms doesn’t mean businesses have adapted, so they’re making new realities instead. How are moms taking control – and are brands keeping up?

Location United States

Scope 
American moms are working more than ever. According to the Bureau of Labor Statistics, the amount of working women with kids under 18 was over 70% in 2017, up 0.6% from the previous year. [1] And in 40% of households moms are the main breadwinners, while a quarter – 9 million – are bringing up kids without a partner. [2] While they may be taking on more of a providing role, the gender pay gap remains an issue (though it’s narrowing for Gen Yers) with women earning an average of 85% of the amount that their ...

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