A Shift in Priorities?
Trading Hours at Work for Time at Home

Even though Americans work more hours per year and have less vacation time than any other country, a 2002 report on spending attitudes says women are exchanging hours in the workplace for more time to indulge in personal interests and share with families and female friends.

The trend has roots back to the booming 1990s, when women were filling their houses — which were bigger, better and affordable — with the stuff of good living, like families, friends and homebody-style self fulfillment. Sept. 11, 2001 brought homeward gazing into sharper focus: More women say they now spend more time with those closest to them and have less work involvement.

For homeward-longing women, priorities include hunkered-down pursuits like home entertaining, arts and crafts, knitting and baking. Spirituality is a priority, in traditional ways, but also through new-age consumerism: "hot yoga," organic lifestyles and cosmetics that offer spiritual nourishment.

Home also means "at home with self." Beauty standards now celebrate ordinaary women's looks and bodies. Clothing can be plus-size with attitude. Finally, single women are stepping up, buying homes at pace with single men, heading the majority of single households and becoming the darlings of media and marketing.

(Sources: Marketing Trends from the Campbell-Ewald Women2Women Communications Group, Marketing to Women, published by EPM Communications; 2000 U.S. Census)

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