Moms on the Future

As a nation, we are quickly approaching Election Day and therefore thinking about change.  With thoughts of change come questions about the future and what it will bring, especially for our children.  With recent current events and a particularly harsh political cycle, we are reminded of the turbulent and scary world we live in. However, despite the negative headlines moms’ outlook for the future is surprisingly bright.

According to “Moms on the Future,” a new study from The Research Moms at Edison Research, 77% of moms have a positive outlook about the future world their children will live in. They don’t view the world as harshly as one would expect. In fact, moms are optimists, believing that good things are to come. Most moms surveyed, 60%, believe their children will have a better adult life than they have themselves.  Furthermore, more than 4 in 5 moms believe their children will have a fair opportunity to achieve the life they hope for.

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Not only do they see their children as having the opportunity, but moms also believe their children will be prepared to make a mark on the world.  The education, skills and experience needed for success will be with their children, according to almost all moms surveyed.

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While moms show their optimistic side, believing in promise and opportunity, they do not have their heads in the clouds.  Moms are futurists and because they have to, they are always thinking about what’s coming next.  They watch and predict where their children will succeed and where they may stumble.  Moms see the future realistically and they acknowledge that life will continue to be challenging, especially when addressing the economics of education.

A college education for their children is highly valued.  The vast majority, 83% of moms said it is important that their children pursue a college education.  Among the moms in the sample who had a college education themselves, the value is even greater, with 90% saying it is important.

As important as it is to them, the cost of higher education does not go unnoticed by moms.  Not only do 82% of moms fear not having enough money to afford college for their children, nearly 40% said they fear this a lot.  The big price tag is daunting for moms and many have already begun saving.  Just under 60% of moms have money specifically saved for their children’s college education.

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Moms are usually their children’s biggest fan but when it comes to taking care of herself, mom is not quite the same cheerleader.  Raising children is not an easy job and they have many needs that take precedence over a mom’s.   As altruists, moms put the needs of their loved ones before their own.  This is evidenced in how moms actually plan for their own future. Fewer than 2 in 5 moms have a last will and testament, while about only half have a guardianship plan in place.  Looking at it from the reverse, that means half of moms don’t have a plan in place for someone to care for their children if they are no longer able.

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Less than one-third of moms surveyed are on pace to retire as they hope.  Moms who are 45-64 years old index even lower, with only 24% of them saying they are on pace.  A number of factors could contribute to this, such as having college age kids, which means more savings for college and less for retirement.  It could also be that this age group is closer to the actual age of retirement and they are more conscious of being behind pace.  No matter the reason, it isn’t surprising that most moms don’t feel on pace to retire because of the high costs of raising a family.

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The fact that they aren’t on pace for retirement is on the radar for moms, with 86% of moms saying they fear not having enough money saved for retirement.  Digging deeper we see 41% of moms actually fear this a lot.  This illustrates a classic example of having the want and the need but not necessarily the means.  Moms want to be able to save as much as they can but with so many other expenses, the retirement fund gets pushed to the back burner.

Looking closely at how moms view the future for themselves and their children, the themes of optimism, futurism and altruism are apparent.  Mom the optimist is the believer in her children, the biggest fan who sees promise.  Mom the futurist is watching her children for any missteps yet all the while preparing for future greatness.  Mom the altruist is at every practice and competition sacrificing her own time and needs.

Messages to moms should appeal to their optimistic side and let them believe in the good that is to come instead of pointing out the everyday chaos that they are all too aware of.  To play to moms’ futurist role, acknowledge the work efforts that are put in for their children’s future:  the planning, the saving and the encouragement.  Finally, for mom as the altruist, give tools and reminders to allow her to prioritize her health, retirement and happiness.

Click here for the full Moms on the Future report (PDF).

Click here to view the full animated presentation in CustomShow.

About the study:

The Research Moms conducted a national online survey of 520 mothers who were age 18-64 and had children age 21 or younger.

About the Research Moms

The Research Moms are Edison Research’s team of experienced researchers who also happen to be moms.  Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms.

Americans Agree That the Economy is Rigged, But For Whom?

In this divisive election year, Democrats, Republicans and Independents actually agree on one idea – that the economy is rigged in favor of certain groups. But who is it rigged to benefit? We dug into this in our most recent Marketplace-Edison Research poll.

Among those who think that the economy is rigged, the vast majority of all political persuasions think it is rigged to benefit the rich, politicians, and corporations. But what about other groups, like whites or minorities? Is the economy rigged to benefit them? That is where we start to see stark differences. Sixty-two percent of Clinton supporters think the economy is rigged to benefit white people, whereas only 21% of Trump supporters share that belief. Conversely, 56% of Trump supporters think the economy is rigged to benefit minorities while only 19% of Clinton supporters think so. The supporters of the two candidates disagree on other beneficiaries as well, as can be seen in the nearby graph.

The “rigged” concept seems to be having a moment, with both candidates talking about it on the campaign trail in different ways. Regardless of who wins, the next President of the United States will face a country that thinks the economy is unfairly benefiting certain groups.

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Marketplace-Edison Research Poll Methodology
The Marketplace Edison Research Survey is a national survey of Americans ages 18 years and older.  A total of 1,036 respondents were interviewed with 501 interviews conducted by telephone and 535 interviews conducted online.  Among the telephone interviews, 250 were conducted via a landline phone and 251 interviews conducted via a cell phone so that we could achieve the proper proportion of coverage of households in the United States that do not have a landline phone. The landline and cell phone sample of phone numbers and the email addresses for the online survey were provided by Survey Sampling International (SSI). The telephone interviews were conducted from October 1st – 8th, 2016. The data was weighted to match the most recent United States population estimates from the U.S. Census Bureau for age, gender, race and region of the country.

 

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. All of Edison Research’s industry studies can be found on the company’s website at www.edisonresearch.com and can be downloaded free of charge.

About Marketplace
The Marketplace® portfolio of programs are produced and distributed by American Public Media®, one of the largest producers and distributors of public radio programming in the world.  Marketplace®, Marketplace Weekend®, Marketplace Morning Report® and Marketplace Tech® are currently broadcast by nearly 800 public radio stations nationwide and heard by more than 12 million weekly listeners.  Marketplace® has the largest broadcast audience of any business news program, on radio or television, in the country.  Marketplace® programs also have a robust digital audience, with more than 5 million podcast downloads and stream requests every month, on apps like iTunes, Slacker and TuneIn.  Marketplace® programs are noted for their timely, relevant and accessible coverage of business, economics and personal finance, focusing on the latest national and international business news, the global economy and wider events linked to the financial markets.  For more information on Marketplace® programs, visit marketplace.org.  For more information on American Public Media, visit americanpublicmedia.org.

Source: Data are copyright Nielsen Audio and StreamGuys. Data are estimates only.

Share of Music: New data from Edison’s Share of Ear® on how Americans Listen to Music

Edison Research’s Laura Silvia presented Share of Music, a report from Edison’s Share of Ear® study, at the SF Music Tech conference on Monday, October 17, 2016. Click here to view the presentation slides.

In Case You Missed It: “Moms on the Future” Webinar

Even in a year awash with negative headlines, more than three quarters of moms in the U.S. have a positive outlook for the world their children will live in.

That’s one of the key findings of a new study from The Research Moms at Edison Research. The full study, “Moms on the Future,” originally presented at the Marketing to Moms conference and via webinar on October 13th is now available to view here.

In the new study: when asked to imagine the lives of their children as adults, 60% of moms feel their children’s lives will be better than theirs.

84% of moms think their children have a fair opportunity to achieve the life they hope for.

“Moms on the Future” is a study of more than 500 adult women who are the parent  or guardian of children age 21 or younger. The study views moms’ hopes for and concerns about the future through questions about financial planning, the relevance and value of a college education, and many other measures.

About The Research Moms

The Research Moms is Edison Research’s team of experienced researchers who also happen to be moms.  Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms. Follow @researchmoms on Twitter or contact them at info@researchmoms.com.

About Edison Research

Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

 

marketplace-edison research poll: Americans’ Economic Anxiety Has Reached a New High on the Eve of the Election

American Public Media’s Marketplace has partnered with Edison Research to conduct a research study to develop the Economic Anxiety Index. Read more about the survey and the latest and final wave of results here.