The Atlantic recently published a fascinating article exploring same-sex unions – how they are often happier and more democratic than heterosexual ones – and what heterosexual couples might learn from them.
Due to a number of factors, same-sex couples are illustrative of what Gen Duo is all about. This is primarily because those relationships don’t typically rely on preconceived gender roles and stereotypes. Instead, household duties, purchase influence, parenting, and so on, are more subject to discussions rather than easily assumed, entrenched behaviors.
There are a few studies worth noting that the article calls out:
- In American Couples: Money, Work, Sex, the authors explore how same-sex couples fight. It is typically a much fairer conversation than heterosexual couples.
- In a Vermont-based study done in 2000, it’s shown that same-sex couples are more likely to divide household chores evenly.
- In a new article in Child Development, we see that same-sex couples are happier, more compatible and intimate.
As we continue to grow the Gen Duo panel, this will continue to be a line of inquiry: What percent of Gen Duo couples are same-sex?
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Tagged dads, gay, Gen Duo, Gen X, Gen Y, insights, marketing, Millenials, moms, PR, relevance, relevance marketing, same sex, shopping
Here’s a look into the latest intelligence from our Gen Duo panel, a beta forum made up of couples who share in decisions in the home. Our panel is growing and open for membership. If you’d like to join or know someone who would, email email@example.com. Let us know what you think about how Gen Duo couples feel about travel – from the big decisions to the small.
This is the first of a series of interviews with Emanate’s staff, clients and others on issues of importance to the agency and to brands looking to maximize relevance in the marketplace. We hope you enjoy the series and we look forward to your feedback.
As more women out-earn their male counterparts, gender roles are shifting – either with dad staying home or with equal weight placed on the careers of both parents. And that leads to new behaviors around household chores and purchase decisions.
Pew reports that mothers are the sole or primary breadwinner in 40% of households with children, a record number. Thinking about Gen Duo, we are particularly interested in two other bits of information.
- The total family income is higher when the mother, not the father, is the primary breadwinner.
- Most people reject the idea that a wife out-earning her husband is bad for their marriage. Remarkably, there were no significant differences between men and women on this question.
Women’s careers are far from the only factor shaping Gen Duo, but it is among the more visible dynamics that have contributed to increased sharing and co-ownership of responsibilities.
Posted in insights, uncategorized
Tagged cook, cooking, dads, food, Gen Duo, Gen Y, gex, grocery, marketing, Millenials, moms, PR, relevance, relevance marketing, shopping
Maybe it’s just the haze from watching 6 ½ straight hours of Arrested Development today, but when I think about the way so many brands approach their integrated marketing these days, I can’t help but think that GOB might have had it right. As marketers, “We’ve made a huge mistake.”
The ways by which we are consuming media seems to change daily, yet for the most part, we have not changed our marketing approach. Too many brands still bow at the throne of the almighty 30-second TV spot. The problem with that is…almost no one is watching them.
I’m more than halfway through binge-viewing a full new season with the Bluths in one sitting, and yet I haven’t watched one commercial. But then again, I can’t remember the last time I’ve watched a commercial on TV. Continue reading