Pathways to Consumer Insight
UK census figures from thirty years ago show that, back then, only half of British mothers with dependent children were in the workforce. That figure has now grown to two-thirds, making “working mother syndrome” the norm, no longer the exception. 55% are working while bringing up children under five, up from 25% in their mothers’ day. Given the wholesale need for day-care in order to keep this many mums in the workforce, government has had to step in in a big way, giving new meaning to the phrase “Nanny State”. Further out, look for shifts towards more part-time work and “flexi-jobs”, with the menfolk filling in more at times when their partners rally have to be away at work. Sources, The Sunday Times, Pi.
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