There has been a fundamental shift in attitudes to household and money management in the last number of years.
The trend, originally coined as the “control freak” trend, emerged out of the recession as a response to a need to tighten the belt and an acceptance of the inadequacies of a light-touch approach to managing finances and household utilities in years gone by.
This trend has developed and evolved to be about being ‘in control’ and extends far beyond money and household management and into all aspects of life. We are now calling this trend the ‘in-control freak’ as people have become much more confident in dealing with and overseeing all of their endeavours, most particularly facilitated by technology.
The following three sub trends expand on the manifestation of the ‘in-control freak’ trend for mom.
Moms are now much more empowered household They are actively seeking out new ways of researching, experiencing and purchasing.
The degree of analysis conducted in every purchase has increased
Driving the trend for mobile based
Moms are utilising technology to minimize all risk – financial, experiential, food envy