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?
Dr. Alexandra Killewald is a professor of sociology and the chair of the PhD program in social policy at Harvard University. She uses quantitative methods to study inequality in the United States, with a focus on the relationships among work, family, and money.
Colleen Curtis is the head of community and marketing at The Mom Project. She previously worked as VP of international community and marketing for Yelp.
Jo Peters spent 20 years in international agencies working for brands such as Nike and Playstation. Having set up her trend consultancy, Jo volunteered with Samaritans. In 2020, she trained as a coach with the Co-Active Training Institute, helping clients make positive changes in their professional and personal lives. Jo recently studied with Climate Change Coaches, partnering with those wanting to take action on this vital systemic issue. Together with writing on consumer trends and design, Jo loves the big outdoors, from the beach in Shoreham-by-Sea where she lives to MTB on the South Downs.
Reebok has released a collection of activewear that is designed to flex and fit the rapidly changing pregnant body. With pregnant women and new mums feeling overlooked by the fitness industry, Reebok addresses calls for gymwear that meets the demands of the modern mother-to-be.
With more than 90% of US mums using Instagram at least once a week, parents are certainly active on Insta. But what emotional impact is it having? We reached out to four experts to understand how scrolling through squares and Stories can be a positive (and negative) experience for new mums.
The UK’s NCT has long provided new parents with expert info and a route to a new set of pals. But the pricey classes and ideological zealotry mean that many mums are after an alternative. Enter Peanut, which applies a Tinder-like model to friendship, easing anxieties at this stressful life stage.
In the UK, women have shorter commutes than men, and this gap increases after they've had children. Research suggests that women limit themselves to jobs closer to home after having a child for practical reasons, potentially limiting their pay prospects and further career progression.