SOURCE: Lucid Marketing

November 30, 2005 06:00 ET

Her Salary Does NOT Matter -- Mom Manages the Money

A Mom's Involvement in Managing the Household Finances Is Not a Function of Her Income

ALLENTOWN, NJ -- (MARKET WIRE) -- November 30, 2005 -- Marketers often consider income as a factor in determining whom to target in a household with sales and marketing messages -- individual income should no longer be a primary factor.

In recent research revealed by lucid marketing, 79% of moms earn less money than their husbands, but moms control money management.

Moms are very active in bill paying, with 76% involved in this
responsibility.  46% are solely responsible for paying household bills,
versus 24% of dads.

When researching investment changes, 78% of moms are participating.  34% do
the majority of the research, versus 22% of dads.

For financial investments such as college savings, and retirement planning,
67% of moms participate and 21% are solely responsible.  32% of dads are
solely responsible.
"We already know that moms are making 80% of household purchase decisions, but now it is also clear the dominant role moms play in how money is managed and invested," said Kevin Burke, president of Lucid Marketing. "Also, today's moms feel they assume a more independent and involved role in researching investment choices as compared to their moms of the prior generation."

Findings are from a study, "MONEY: What's Happening At Home?" A full copy of the report is available at

About Lucid Marketing

Lucid Marketing is a marketing and media services company specializing in connecting with Moms. Lucid builds relationships, relevance and trust with Mothers for the world's premier brands.

Contact Information

  • Press contact:
    Kevin Burke
    Lucid Marketing
    (609) 208-2150
    Email Contact