My partner and I have a saying. We need a stay at home wife. Since we both work, it’s tough finding the time to keep up with everything, so we came up with an imaginary maid. Her name is Consuela and we threaten to fire her all the time since she never shows up for work.
Turns out we’re not the only ones who are outsourcing our domestic chores. A recent study about women and home found that cleaning services, personal shoppers and home organizers are gaining in popularity among time-starved, multi-role women.
Women are also learning to do more with less. To slow down a bit. A majority of women (82%) agreed that it’s not the size of a house that matters. it’s the feeling or atmosphere inside.
And more and more of us are emerging from the post 9/11 cocoon we wove so tightly around ourselves. The new model is called Hiving, and it’s buzzing with activity. We’re inviting friends over for dinner, getting out into the garden, and buying huge hot tubs with plasma screen TVs built right in. One estimate says that Americans will spend about $70 billion on outdoor rooms and backyard upgrades.
So what implications does this information have for us as marketers? Several. One, design products that make her life easier to manage. Take the Swiffer, for instance. Two, attach emotions to your product and marketing message. She wants it to feel like home. Third, throw out the old assumptions that inside is inside and outside is outside. More and more, they are interchangeable.
How can you fit into the new concept of home?