New Persuasion

Firsts

Here at McGinn MS&L we find it important to keep track of the first time important things occur in our society.  These changes tell us a lot about things that may be surprising or even overdue, and are a great indication of where we stand.

Some recent firsts that are significantly important are:

Ø      On July 25, 1978, Louise Joy Brown, the world's first successful "test-tube" baby was born in Great Britain.

Ø      For the first time at least since World War II, there were more failed marriages than lasting ones at the 25-year mark: Slightly more than half of the men and women who got married in the late 1970s were separated or divorced -- or widowed -- before they reached their 25th anniversary.

Ø      The 2008 edition of “America’s Best Black Colleges” marks the first time U.S. News & World Report has released a stand-alone ranking of historically black colleges and universities.

Ø      John Edwards appeared in the first MySpace/ MTV candidate forum. The Democratic presidential hopeful was the first in a string of candidate dialogs planned by those two stalwarts of modern culture.

Ø      The number of violent crimes increased by a larger amount than expected last year, extending the first significant rise in murders and robberies in a dozen years.  Robberies surged by 7.2% and murders rose 1.8%.

Ø      The number of people living past 100 in England and Wales reached almost 9,000 last year for the first time ever.  The number of Centenarians had increased ninety-fold since 1911 when there were only 100 total in the country.

What does this all mean?  Well, advances in technology have made things like the "test-tube baby" and the record number of Centenarians possible.  It also is the main factor behind the MySpace/ MTV political influence which signals a huge shift in society and the things that we emphasize as a nation.  Technology is changing everything about our world and we are taking notice.  It's great to see that we are taking advantage of our ability to communicate to mass audiences and political leaders are taking the time to speak to these audiences-- young and old.

The rise in the number of murders and robberies could be because of a larger issue, such as Hurricane Katrina or the terrorist attacks on September 11th.  We are starting to realize that we should stop and enjoy life, and how important is really is to remember that everyone is an individual with their appreciation for the world around them.  This could be the reason for the record number of failed marriages as people begin to explore what they find most important in life.  We are encouraging individuality and uniqueness, as well as embracing positive changes such as the first edition of U.S. News and World Report releasing a ranking specifically for the nations Black Colleges and Universities.

As new firsts emerge and these changes continue to become an integral part of the way we live, it's important to just stop and take in these shifts before years go by and we never even realize they occurred.

Are We Bad Parents?

My best friend Kelly is a kindergarten teacher.  She has 29 children in her class.  Normally, she says that maybe 2 or 3 are disruptive, don't listen, and don't respond to threats.  This year, Kelly has 14 kids like that.  What's different?  Kelly thinks it's the fact that this is the first group of kids she's had born after September 11.  She speculates that this event affected parents so much that they never set limits, they never said no to their children.  (And here in the Washington area, 9/11 was followed by the sniper - which didn't help matters much.)

One of my sisters - she has six kids - once told me to never feel sorry for my children.  If you feel sorry for them, they got ya.  Over the years, I've come to think she's right - and now we have a nation of people feeling sorry for our kids because of scary incidents like 9/11 or the sniper. 

Which may explain the growing success of a book by psychologist David Walsh: No: Why Kids—of All Ages—Need to Hear It and Ways Parents Can Say It. Walsh says our kids are suffering from a discipline deficit disorder.  What I find fascinating about the book is that teaching professionals are pushing it.  From U.S. News & World Report:

In Minnesota, Walsh's home state, a "Say Yes to No" coalition of educators and PTA parents sent "tool kits" touting the book...to 2,500 principals before school began last week...School principals from Indiana, South Carolina, and several other states are getting set to work No into teacher training sessions.

Kelly told me that on her back to school night, she was firm with the parents about setting limits and saying no to their children.  Again, our teachers are telling parents how to behave.  When and how did we stop parenting?

The Importance of Home

Ikea's latest advertising campaign features the tagline "Home is the most important place in the world...it's a place where holidays are celebrated, where friends and family meet to celebrate life's happiest moments."  They conducted a survey and found that:

     94 percent of us say home is the most important place in the world.   

The IKEA campaign goes on to say:

     IKEA believes that homes are not just made of bricks and mortar with four walls.  Home is an emotion - a feeling of security, safety, comfort, peace, about being yourself and being together with your loved ones. Home is the place where memories are made, relationships are built, where children and families grow together. IKEA believes that regardless of where you live or who you are, home is the most important place in the world.

This is a trend we've been seeing a lot of here at New Persuasion.  Over the past several years, and maybe because of 9/11, people are investing more money in their homes and spending more and  more time there. 

• In the U.S., about 2 million children are being homeschooled today, and that number is growing 7 to 15% each year.
• In 1992, 2 million Americans worked from home. Today, there are 24 million working from home.
• Ten years ago, four million women with young children were working outside the home. Today, that number is down to about three million.
• The average size of an American home has grown from 983 square feet in 1950 to 2,349 square feet in 2006.
• 17.5% of Adults currently engage in what the Census Bureau calls “cooking for fun."
• Movie attendance is down as people instead watch more movies from home.

What we used to have to leave home to do we can now easily do in the comforts of our own homes. We like the security and predictability of our own homes.  We have designed them to our  likes and dislikes and want to enjoy them.  There is so much chaos in the world outside of our homes that we will do what we can to avoid that chaos by staying home.   Anything that can add to the luxury and comfort of home will surely be a success.

Skip work, make babies

In case you missed it, yesterday was a quasi-national holiday in Russia yesterday. 

Russian President Vladimir Putin has declared Wednesday as a national holiday for conceiving children.  Putin is concerned about Russia's declining population -- it's been dropping by 700,000 people a year.

Nine months from now, on June 12, is Russia Day, Russia's independence day.   Prizes such as cars and electronics will be given to couples who give birth on this day.

This is just the latest effort countries with declining populations have made in an effort to reverse the trend.  Between now and 2050, 51 nations will lose population.  These countries include Germany, Italy, Japan, and Poland.  In the meantime, 9 countries will be responsible for more than 50% of the world's growth.  The United States is the only one of these nine that is not in Africa or Asia.

How does this affect us?  Well, if these trends continue, industrialized countries will soon be overtaken in numbers by devoloping and third world countries.   The balance of power in the world will shift from countries like England and Japan to countries like Ethiopia and Uganda.  These countries are known for poor education rates, poverty and high rates of childhood illness.  We will have fewer resources to help these countries and ourselves.   

You're Renting What?

Springwise had an interesting post today about a type of rental service that I've never heard of before.  It just seems to make sense. 

"German Lütte-Leihen came up with a solution [to the costly adventure of newborns growing out of their clothes every few months]: a layette rental service for a fixed fee per month. Parents can choose from different sets of onesies, pajamas and outerwear. The clothes are delivered by post (or by hand to Hamburg and its suburbs). Once babies grow out of a size, the set can be exchanged for the next size up, free of charge. Like NetFlix for baby clothes."

"Lütte-Leihen's 9 – 11 piece sets come in a limited range of neutral colors and patterns, and include everything from bodysuits and pajamas to socks and hats. Pricing ranges from EUR 17 – 26 per month, depending on which set is selected. The clothing may be used, but it’s in great condition; the items are only used for short while by each baby, and there's not much wear and tear in the first six months. Moreover, most of the clothing provided Lütte-Leihen is made from 100% organic cotton."

This seems like a service that so many people have needed at one point or another.  There are plenty of families that are not thrilled about spending money every few months to replace entire wardrobes for their babies, and this seems like the perfect way to always have the right size clothes on hand.  The trend of renting things-- from homes to pets to cars to clothes, is something that is more popular now than ever.  The practical aspect of services like this is something we have grown to appreciate.

Is She a Barbie Girl?

There are some things that we as Americans love, and there are some things we just seem uninterested in.  It's normal for product popularity to fluctuate over time.  We change our minds often and love when products are created just for us.  It's interesting to compare the way people in other countries spend their money with the trends in America and the types of things we like to buy.

One thing we know for sure is that parents are spending a lot of money on their children these days.  According to an estimate by the U.S. Department of Agriculture, the average cost of raising a child from infancy to college entrance ranges from $143,790 to $289,380-- depending, of course, on outside factors like family income and lifestyle.  Along with educational spending and the cost of things like food and clothing, every child enjoys getting a new toy-- families are buying them up often all around the world.

An article from The Wall Street Journal that focuses on the rise and fall of toy maker Mattel Inc.'s products was pointed out to me today-- and I think there is a larger meaning behind the changing numbers.  According to the article, Mattel's second quarter profit rose 15% because of the huge international interest in Fisher-Price and Hot Wheels toys.  According to the article, "International sales jumped 18%, helped by foreign-currency translations and gains in Brazil and other Latin American market."  Toy sales in the United States actually were down 3% this year.

Sales of Barbie rose 6% internationally, but fell by 5% in America.  Apparently the Bratz dolls by MGA Entertainment Inc. have been in competition with Barbie's fans.  Mattel is trying to fight back with things like www.thebarbiegirls.com, an interactive online site which allows girls to create a virtual character, play games, chat, and shop online. 

With the rise in technology and the new types of activities young girls are interested in today, it's not surprising to me that Barbie isn't as popular today as it was when I was a little girl.  Now there are so many options of how a young girl can occupy her free time, so sitting and playing with a doll may not seem as appealing as watching a DVD or playing a game online.  Interactive entertainment has become a trend of today and it's very interesting to note that Mattel Inc. is doing all it can to break into the online market and target these groups of new technology-savvy kids.

The new normal

Hallmark is not usually a company associated with things that are hip and edgy.  They are more likely known for birthday cards you send your elderly aunt and graduation cards for your niece.
However, they seem to be trying to update their image a bit.  They have realized that there is a new "normal" in life.  Hallmark has a relatively new line of cards that are for:

Real people dealing with...and talking about...real stuff.  That's life in the "new normal".
It's maybe not what our mothers thought normal would look like.  But it's the way life really is today.

These cards cover topics such as having cancer, staying sober, being on a diet, getting divorced, being stressed, not being able to have children, and caring for aging parents.

Hallmark gets that life happens and isn't predictable.  These days life milestones are more than birthdays, graduations, births and marriages.  And good for Hallmark for recognizing "the new normal." 

Water Skin?

I found a really great post on Springwise.com about a new type of bottled that could serve as an alternative to traditional plastic bottles used today.

Pitched as a water skin, a new bottle created by French packaging manufacturer Sidel provides a lighter alternative to traditional PET bottles. A regular plastic half-litre water bottle weighs 13 – 16 grams. Sidel's "NoBottle" weighs just 9.9 grams. According to Sidel, "Water is the largest beverage market by volume with 160 billion litres consumed in 2006. It also represents the highest growth sector and is expected to expand by 5.7 percent annually between now and 2010." On that scale, waste reduction of 20-30% adds up.

The innovation was made possible by using a highly flexible type of plastic with shape-memory, which lets the bottle bounce back into shape after being gripped or otherwise compressed. While calling a plastic water bottle eco-friendly smacks of greenwashing, Sidel's NoBottle is definitely is eco-friendlier. The potential waste reduction is significant and offering a lighter bottle — and its story — could boost sales for beverage makers marketing to green-aware consumers. NoBottle will be officially introduced at K 2007, an international trade fair in October.

I know that awareness is increasing across the globe and that we are starting to understand our environmental impact.  While this is a good idea for sure, we need to keep in mind that we should avoid one-time-use bottles when we have other alternatives.  The fact that companies are developing other means to continue making products that we demand on a daily basis shows that we hate to make changes that we feel could be inconvenient.  Hopefully we will find a way to keep everyone happy and healthy.

Small Changes Can Make a Big Difference

Everyone knows that kids are easily persuaded.  It doesn't take a rocket scientist to figure this out, and people that may or may not be parents already know this.  It seems like the last people to realize this are companies which market to kids.  Actually, it makes more sense to say that companies know everything there is to know about the young consumer market.  They just use what they know in a different way than many nutritionists and parents would probably agree with. 

I think that in America we are always skeptical.  We always think that there is a catch and that we are going to be taken advantage of.  We question what we read and what we hear and what we see.  We are always wanting to do our own research and ask people we know for advice instead of trusting a salesperson with their own agenda.  Basically, we have huge trust issues.  I think this is semi-depressing-- but in the end, I'm okay with this because the only person that will always be around to look out for me is...me. 

The New York Times did a great piece on companies marketing food ads to children.  The article focuses specifically on Kellogg's because of the organization's announcement that "it would phase out advertising to children under age 12 unless the foods meet specific nutrition guidelines for calories, sugar, fat and sodium."  Apparently, "Kellogg also announced that it would stop using licensed characters or branded toys to promote foods unless the products meet the nutrition guidelines."  These changes are going to take place over the next year and a half and will apply to approximately half of the products Kellogg markets to kids around the globe (this includes some of my personal favorites: Apple Jacks, Froot Loops, and the ever-tasty Pop-Tarts).

What are these standards? 

Well, for Kellogg's they are food products with:

• No more than 200 calories
• No trans fat
• No more than 2 grams of saturated fat
• No more than 230 milligrams of sodium
• No more than 12 grams of sugar

This is a great thing, but lets keep in mind this was all decided AFTER "threats of a lawsuit by two advocacy groups for children."  Funny how suddenly everyone scrambles to do the right thing when the bottom line is put in jeopardy. 

One thing I'm glad to hear about is that Kellogg isn't the only food company trying to changes its ways.  The New York Times article makes mention of Disney only allowing its characters to be used in food advertising if the products "complied with nutritional standards," as well as Kraft Foods halting advertising to products "to children under 12 that don't meet nutrition guidelines." 

I think that this is just the tip of the iceberg in terms of the future of food advertising to children.  I feel that America as a nation is starting to understand the reasons behind our unhealthiness and we are beginning to realize the steps we need to take to start healthier habits.  One thing that we are really finding out is that good habits are established early-- and we need to teach our children about the proper ways to take care of themselves while they are very young.  This move by food companies shows that our expectations are changing.  We want the products we buy to work with us-- not against us. 

The typical consumer-company relationship that once existed is now morphing into something that many of us are more comfortable with.  I can't wait to see what is defined as "healthy" 20 years from now, and I feel that we will look back on these small decisions and see them as big turning points for the consumer.

Who's in your family?

We've been talking lately around here about the "new American family" and what constitutes a household or family. If nothing else, we know that there is no more "typical" American family. All the rules are changing. Consider the following:

• Married couple households have fallen from 79% in 1950 to 53% of households in 2006.
• Households consisting of married couples with children have fallen from 43% in 1950 to 23% in 2006.
• Single person households have risen from 10% in 1950 to 26% in 2006.
• In 2007, for the first time, a majority of women are single.
• The annual national divorce rate has dropped to 3.6 per 1,000 people, the lowest since 1970 and well off its peak of 5.7 in 1981.
• Marriage is down 30% since 1970, with the number of unmarried couples living together up 10-fold since 1960.
• 3.6 million married Americans live apart That’s a 40% increase since 1999.
• In 1960, a typical American family had an average of 2.33 children. Today, that typical family has an average of 1.86 children.
• Nearly 40% of all babies born in the United States last year were out of wedlock.
• The average household size in 2006 was 2.57 people, down from 3.14 in 1970.
• In 2006, 33 percent of males and 26 percent of females 15 and older had never married, up from 28 and 22 percent in 1970.

What does all this mean?

There is no such thing as a “typical American family.”
Traditional societal influences no longer apply.  Society can no longer tell women they “need” to be married and have children by a certain age.
Families will choose the best arrangement for themselves – often without taking into account “tradition.”
Many women who choose to be single are also living with a partner and have children.
The ability to set our own schedule and things on our own terms is important to us.

Companies that think things aren't changing are in big trouble.

Tweens Love Club Penguin

I had never heard of Club Penguin until a few months ago when I was listening to NPR's All Things Considered. It introduced me to a whole new world.  Literally days later, my 10-year old daughter Amanda asked if she could join.  Now she is hooked and schedules appointments with friends at school to meet online at a certain time of day.  I have to limit her time or she’d be on Club Penguin instead of doing her math homework, cleaning her guinea pig’s cage, or tracking down her soccer cleats for the 6:00 pm practice.

I may be old-fashioned, but I have mixed feelings about websites that target kids aged six to 12.  Personally I would rather have my kids outside playing tag or riding bikes or drawing with chalk on the sidewalk than inside, staring at a computer screen.  In cold or rainy weather, painting a picture or playing Scrabble appear more beneficial than meeting other children in a virtual world.  But Club Penguin, and other sites like Webkinz, is not going anywhere and as a parent I have to be realistic.  Kids use computers at school, at home, and at the library;  every day they are absorbing the skills they will utilize in high school, college, and eventually the working world.

Created by a couple of Canadian dads, clubpenguin.com is now the most popular website for kids and is aimed at both boys and girls.  Safety appears to be a top priority of the creators.  When registering, the website collects minimal information about children –  primarily age and sex.  The site tells children that they cannot share any personal information online, such as their address or the name of their school.  If they do, another “penguin” or online monitor will report them and ask them to leave the igloo.  For its safety standards, it is one of the few children’s websites approved by the Better Business Bureau.

Interacting with other kids – or penguins – is the primary goal of the site.  Club Penguin runs no ads and runs on subscription fees only.  For $5.95 a month, kids can create a penguin name and password and jump in.  Once online, Club Penguin is a virtual world of waddling birds with names such as Booger1427, MrYellow30, CutiePie, FuzziePuzzie, and TwoKool4u (I have changed a few to protect the identity of the “owners” but you get the idea). 

But what’s so great about it?  According to my Club Penguin expert, the site is fun for a couple of reasons:

Number one:  You can act like a penguin, not a kid!
Number two:  You can make new friends.
Number three:  Sometimes you meet those friends in real life at school and that is really cool.
Number four:  You can buy funny looking pets called Puffles, and also cool stuff with which to decorate your igloo.

Amanda likes to monitor other penguin’s behavior and recently reported a girl for being too bossy.  That penguin was immediately removed from the igloo, so I guess the system works!  She has 15 names on her buddy list and likes to play games with her Puffles, which are pink and blue pretend pets.  Kids can also play games like Jet Pack Adventure, which involves flying penguins with rockets on their backs who fly through the sky collecting coins.  Bean Counters is another game that depicts a tired looking penguin unloading sacks of something (penguin food?) from a truck to a platform.  With the winnings, kids can buy clothes, including warm weather gear like ear muffs and boots, or igloo decorations.  Igloos can get quite elaborate, with drum sets, dance floors, home stereo systems, and ice sculptures.

Webkinz is another popular site for kids.  This one requires the purchase of a real stuffed animal first, which includes a collar with a website password.  On a recent Girl Scout outing, three of Amanda’s friends had their Webkinz animals with them.  So if computer gaming increases the likelihood that children will engage in real play – whether that is with stuffed animals or by simply creating the social networks that emerge offline – perhaps these sites are just modern day versions of hide-and-seek or tag. 

I still limit the Club Penguin time to Fridays after school and weekends.  I think good old fashioned running around is still better than screen time.  Kids will have plenty of that when they grow up.  Or maybe I’m just envious – on a beautiful spring day, like today, I would most certainly give up my screen time in order to be outside, chasing a butterfly or playing tag.

Graduation

With many area schools celebrating years of their students' hard work right now, I thought it would be interesting to find out a little bit more about graduation.

• Apparently, The Class of 2007 includes more than 3.3 million high school graduates, about 1.5 million college undergraduate degrees, approximately 603,000 Master’s degrees, and more than 50,000 doctorates.
• Harvard was the first American college to hold a commencement ceremony in 1642.
• Graduation gowns reflect the general manner of dress in the late Middle Ages and Renaissance period.
• The four-sided graduation cap first appeared in the 16th century in Scotland. It originally was known as a “trencher” cap because it looked like an inverted serving board – a trencher – with a bowl on it. The term “mortarboard” developed in the 19th century.
• High-school graduates in the United States began wearing the now traditional commencement cap and gown in 1908.
• High school graduation is the No. 1 reason for purchasing graduation cards, and the average graduate receives 17.5 graduation cards. Sixty percent of all graduation cards are purchased for high-school graduates.
• College graduation is the No. 2 reason for buying graduation cards, and the average college graduate receives 7.5 cards.

I guess we as a society love to honor specific traditions and will never get tired of recognizing a friend or family member for time we consider well-spent.  Even though we are becoming more and more accustomed to sending out emails when we have words of encouragement or thanks, we still value the art of giving and getting a card every now and then.

To Be a Kid Again...

I had a discussion with a friend this morning about tatoos and about the thought that goes into getting one-- or sometimes lack thereof.  But what about making a decision about ink for someone else?

An article on TrendHunter.com covers the trend of tatoos in the children's demographic.

The trend of tattoos and body modification is still going strong as artists branch out to include just about every demographic including children. In fact, there are shops opening up that specialize in body art specifically for kids. One such shop is called "Tattoos 4 Toddlers."  They offer a special needle-free process that lasts for up to a decade and is pain free.... they claim to have tattooed babies as young as 6 months old. "Needles and Diaper Pins" is another shop geared towards kids. They specialize in piercings and body modification for children. It’s really not surprising that these shops are opening up. What is suprising is how popular they are among parents who are all too eager to rush out and make (or allow their little kids to make) long-term decisions on a whim.

This tells us a lot about the way we are changing.  Fifty years ago a tatoo parlor aimed at children and parents with young kids would probably not have stayed in business.  We seem to accept new ideas and embrace new ways of thinking now more than ever.

Boomers Defined

Baby boomers have always redefined every life stage they've gone through.  Marketers have constantly tried to keep up with them and figure out the best way to reach them.  However, though they are all in the same generation, boomers cover every spectrum of the rainbow in terms of lifestyle, hobbies, spending habits, family and household situation, financial stability and so on.   Trying to reach them as a consumer has been quite a challenge.

I came across a fascinating post at The Boomer Blog that does a good job of explaining what boomers actually have in common and key points that marketers should pay attention to as this generation reaches retirement and redefines "old age."

So here, paraphrased, are seven qualities Intel has found that all aging individuals want to have in their lives. These make intuitive sense—but may be so much the water we boomer marketers swim in—we forget that they can be named. Individuals aging around the world want:

1. To be physically safe
2. To be able to choose the environment in which to live (i.e. “aging-in-place”)
3. To be connected to others
4. To be useful in some way—to have meaning in their lives
5. To be able to get the help and care they need
6. To have healthcare in the home environment, whenever possible
7. To get the support they need to partake in physical activities

Basically, as they age and head into retirement, boomers want to maintain the same lifestyle that they have now.  They don't want to be restricted as to where they live, what activities they participate in, who they spend their time with, or how they receive healthcare.  They want to maintain autonomy.  Marketers that realize this and create products that enable boomers to continue their current lifestyle will come out ahead.

Not a Happy Camper

I can't remember the last time I spent a weekend exploring the outdoors or visiting a national park.  Apparently, I'm not alone.

In fact, over the last ten years attendance at Yosemite has dropped 17%, Death Valley at 28%, and camping and back-country trips are down 24% overall. The Economist says " The importance of this decline can hardly be over-estimated for big environmental organisations such as the Sierra Club: they have depended on what one expert calls 'a transcendent experience in nature', usually in childhood, to gain new members and thus remain powerful lobbyists for environmental causes."

“The political implications are enormous,” says Richard Louv, a writer whose most recent book, “Last Child in the Woods: Saving Our Children from Nature-Deficit Disorder”, describes the social, psychological and even spiritual ramifications of a dearth of outdoors experience for a generation raised on electronic, rather than natural, stimulation and entertainment."

National Wildlife Federation (NWF) has had its "Ranger Rick" magazine and education programme for children in place for 40 years, but Kevin Coyle, the group's vice-president for education, thinks that the declining interest in the outdoors has spurred a feeling of urgency among environmentalists. “There won't be a conservation movement 30 years from now if there's no love for nature,” he says.

This is an interesting trend that really says a lot about our priorities as a society.  Some of us are so busy throughout the week that we'd rather relax at home than take a trip filled with fresh air and nature.  Younger generations are spending less time outdoors and more time at home on the phone, in front of the television, or playing games on the computer.  We aren't as impressed by nature anymore.  We are gradually changing and I'm not sure that, in this case, it is a good thing...

“The political implications are enormous,” says Richard Louv, a writer whose most recent book, “Last Child in the Woods: Saving Our Children from Nature-Deficit Disorder”, describes the social, psychological and even spiritual ramifications of a dearth of outdoors experience for a generation raised on electronic, rather than natural, stimulation and entertainment."

National Wildlife Federation (NWF) has had its "Ranger Rick" magazine and education programme for children in place for 40 years, but Kevin Coyle, the group's vice-president for education, thinks that the declining interest in the outdoors has spurred a feeling of urgency among environmentalists. “There won't be a conservation movement 30 years from now if there's no love for nature,” he says.

This is an interesting trend that really says a lot about our priorities as a society.  Some of us are so busy throughout the week that we'd rather relax at home than take a trip filled with fresh air and nature.  Younger generations are spending less time outdoors and more time at home on the phone, in front of the television, or playing games on the computer.  We aren't as impressed by nature anymore.  We are gradually changing and I'm not sure that, in this case, it is a good thing...

Staying at home...

Every mother experiences the big decision of whether to stay at home or go back to work after a child is born.  Obviously, every situation is different and every woman has to do what is right for her and her family.  However, over the past several years, more and more new mothers are staying out of the workforce.  According to a recently published report from the Bureau of Labor Statistics:

In recent years the labor force participation of married mothers, especially those with young children, has stopped its advance.  Sixty percent of married mothers of preschool children are now in the work force, four percentage points fewer than in 1997.  In 1995, their labor force participation rate had reached a high of 70 percent. In fact, married mothers accounted for most of the increase in total labor force participation during the post-war period.  After reaching a peak of 59.2 percent in 1997, the participation rate for married mothers of infants fell by about 6 percentage points to 53.3 percent in 2000 and has shown no clear trend since then.  The declines have occurred across all educational levels and, for most groups, by about the same magnitude.

There is no clear cut answer as to why all these women are "opting out" of the workforce.  A recent New York Times articles tries to explain:

What has changed in the last decade is that the job of motherhood has ramped up. Mothers today spend more time on child care than women did in 1965, a time when mothers were much less likely to have paying jobs, family scholars report. The pressure to increase mothering is enormous.

A new book by  Leslie Bennets, The Feminine Mistake, criticizes stay-at-home mothers and claims that by not working outside the home they are making a huge mistake and are financially, emotionally, and medically at risk.   Probably not too surprisingly, there has been a backlash from stay-at-home mothers everywhere.  The author tries to defend herself from the backlash:

My goal was to gather into a single neat package all the financial, legal, sociological, psychological, medical, labor-force, child-rearing and other information necessary for them to protect themselves. My reporting revealed that the bad news is just as ominous as I'd feared; so many women are unaware of practical realities that range from crucial changes in the divorce laws to the difficulties of reentering the work force and the penalties they pay for taking a time-out. I devoted two chapters to financial information alone.

So, what does all this mean? Well, there is no right answer. More and more women are opting out of the workforce, at least on a full-time basis.  They have decided being at home with their children is easier or better for them.  They are willing to take the risks of any possible financial or other consequences.  That is what works for them. And that is all that matters.

Lonely Society?

A recent study, as published in American Sociological Review, has found that our circle of friends is rapidly shrinking.

In 1985, the average American had three people in whom to confide ] matters that were important to them. In 2004, that number dropped to two. People who said they had no one with whom to discuss such matters more than doubled, to nearly 25 percent. The percentage of people who confide only in family increased from 57% to 80%, and the number who depend totally on a spouse is up from 5% to 9%, the study found.

Even though Americans seem more connected than every before with email , myspace, text messaging, and online chat rooms, in reality we are more disconnected than ever before. We lack the basic need of people we can count on when we need them the most. We talk to people halfway around the world yet don't know who our neighbors are.

Websites like PostSecret have become a major outlet for people to share their inner most secrets with the world, instead of sharing with those who they know best.

Last week Ryan Fitzgerald, a regular 20-something guy who lives at home, posted a video on YouTube offering his cell phone number for anyone to call him about anything at any time. He just wants to "be there" for anyone who may need someone to talk to or just chat about the weather. His video has resulted in over 5,000 phone calls from all over the world in less than a week. He has received so many text messages he can't respond to them all. Behold the power of YouTube.

Yet, what does this say about society?  Have we really come a society comprised of individuals who are just co-existing with their neighbors and society at large?  What does it mean that the basic human desire for companionship and relationships are being dismantled and reconfigured into a society where strangers have become our outlet for support?  The number of households comprised of just one person has skyrocketed in the past several years.  We really have become our own best company, and I'm not sure that's a good thing.  Maybe we need to disconnect from technology and reconnect with actual people. 

Family Togetherness

Two recent trends caught my eye:

• Warren (RI) Times Gazette, 3/20/07: The rise of family inclusive programs is one of the biggest trends in summer camps, according to the American Camp Association (ACA)...much of the demand for family camps is coming from, yes, the families themselves. "Parents are juggling -- balancing work and family. They like spending time with their kids, unplugged and away from home," said Ms. Norvell [Director of Public Relations, ACA].  (Thanks to Iconoculture's Iconowatch for the pointer.)
• Wall Street Journal online, Real Estate Journal, 4/16/07:  Developers are putting a new spin on an old-money idea: Hailing nostalgia and togetherness, they're pushing preplanned compounds -- properties with multiple dwellings that let extended families stay separately yet together -- with layouts that typically include a main house, guest cottages and common recreation areas. Unlike the retreats of East Coast clans with names like Kennedy, Cabot and Forbes, the latest renditions are being developed in the Sun Belt and other year-round vacation spots. Also marketed as "family gathering houses" or places for "new family traditions," some are being pitched as full-time homes for retirees.

People actively seeking time to be with their families - on both a temporary and permanent basis - I think it's nice.

Penguins vs. Al Gore

One question - which movie do you think influenced more people about global warming - Happy Feet or An Inconvenient Truth?

Let's see, tap-dancing penguins or Al Gore?  Hmmmm.

We underestimate the power of entertainment to influence our beliefs - we think we're rational, smart people when really we're suckers for a cute animals who suffer.   Since Happy Feet has earned $379 million worldwide - I think the global warming debate is over.  It doesn't even matter if global warming is true or not, too many people (and their children) now believe it is. 

Healthy & Local Baby Food in Seattle

Here at UnderCurrents we track eight markets we consider to be bellwethers of American society:  San Francisco, CA;  Denver, CO;  Las Vegas, NV; Seattle, WA; Birmingham, AL;  Los Angeles, CA;  Miami, FL and Houston, TX.

Here's the latest from Rich Rydecki on Seattle:

In the past two years two new baby food companies have emerged to provide local residents access to fresh infant and toddler food.  Both Sprouts Baby Food and Full Tank Foods have launched, and subsequently expanded, food 'menus' that have been met with a positive public response.  While a Seattle Post-Intelligencer article from August '06 noted that the organic baby food trend is not new (sales of organic baby food grew 51% from 2001-2005), the rise in home-grown, local companies that produce this food is notable. 

Both Sprouts and Full Tank worked with a team of Registered Nurses, trained Chefs, nutritionists, and pediatricians to create healthy meals that are viable options to jarred baby food that sometimes sits on a supermarket shelf for up to two years.  While Sprouts offers a choice of meal plans that are delivered to customers' homes, Full Tank products are only available at local grocery chains, including Wholefoods.  Full Tank also caters to parents with busy schedules who want to feed their children healthy meals as they incorporate vegetables into kid-friendly dishes such as mac and cheese. 

This growing trend represents a new breed of parents who want/need to juggle their parenting duties with careers without resorting to feeding their children 'fast' or processed food.  Both Sprouts and Full Tank package their products so that they can be consumed away from the home with little inconvenience.  These parents, while they may not have the time to make their own baby and toddler food, still want to be in control of the amount and type of chemicals that their children are exposed to.  That these products can be delivered to the home and are available at local markets demonstrates the changing expectations of a consumer who is no longer blindly allegiant to mainstream brands such as Gerber. 

Pets R Us

One thing we follow around here are the passions and pastimes of Americans.  And there's nothing they are more passionate about than their pets.  What we will spend money and time on can tell a lot about our society.  And folks like to spend money on their pets.  We tease our boss Dan because his dog Emma comes to work with him and lives a better life than most of us. 

Yesterday, this Washington Post article said:

Baby boomers are keeping their pets longer and are willing to do $5,000 surgeries on them," says Bob Vetere, president of the American Pet Products Manufacturers Association. "There are even denture products to help keep their teeth longer." The Web site [Senior Pet Products] sells 600 products, including the top-selling diapers for dogs, and sponsors online discussions about relevant topics.

I can't help but think that if Charles Schultz were still around, Snoopy would be sleeping on the Coil Orthopedic Dog Bed with Pillow Top. ($159.99)

USA Today reports today that organic and natural pet foods have been becoming more and more popular (and it's not due to the pet food recall - though that may help boost this year's numbers):

• Natural and organic pet-food sales already had been rising — 46% in 2005 over 2004 and an expected 36% for 2006, according to the Organic Trade Association's 2006 Manufacturer Survey.
• Orders are up 300% for Boulder-based Natural Pet Nutrition. Its Pet Promise food is sold in stores including Whole Foods. A 25-pound bag with a list of "no's" including "no added growth hormones" and "no antibiotic-fed proteins" costs $35. "We've seen a really strong surge in demand," says founder Dave Carter.
• Castor & Pollux Pet Works has had a tenfold rise in traffic on its website, says Shelley Gunton of the organic-food maker near Portland, Ore. "Sales have been on a growth ramp, but this springboards the category," she says. "People who may have dabbled in organic products for their human family are looking out much more seriously for their four-legged family."
• Online pet-food retailer Waggintails has had a 30% to 40% rise in sales, despite recall of some top sellers, thanks to organic and natural products, says founder John Gigliotti. "We feel like the loss of sales from the products we pulled will be more than offset."

Americans love their pets.  Pets R Us.

Putting the I in Marriage

On Friday Night Lights last night, Coach Taylor's wife Tami nervously asked her husband to consider commuting to Austin (and his new coaching job) while she stayed behind in Dillon until their daughter finished high school.  This caught my attention because NBC Nightly News recently ran a piece on how commuter marriages are on the rise in the U.S:

The U.S. Census Bureau estimates 3.6 million married Americans, including military families, live apart. That's a 40 percent increase since 1999.

To me, it's one more sign of how we choose Me over We these days.  It's part of a larger shift we call "Individualization"- an attitude of "Respect Me, Appreciate Me, I'm valuable, and everybody better acknowledge that."  Families are not a unit anymore, they're a collection of individuals - and each person's needs come first - which is of course impossible, unless you separate some of the time.

And married couples are taking their own needs even further - moving into separate bedrooms.  The New York Times reported last month:

In a survey in February by the National Association of Home Builders, builders and architects predicted that more than 60 percent of custom houses would have dual master bedrooms by 2015, according to Gopal Ahluwalia, staff vice president of research at the builders association. Some builders say more than a quarter of their new projects already do.

Me over We.