# data[].attributes.body
Topic: Spending & Gender
Overview: Differences between the way men and women spend money and the reactions of businesses

Traditional responsibilities for women:

- Take care of family, home, children: prepare food, keep family healthy
-> Focus on "now": create a lifestyle.
-> Spend money on daily needs right now: food, shoes, clothes.

Traditional responsibilities for men:

- Fix things, purchase things that last long (So they do not need repairing much) with long-term values ~ expensive things (big-ticket items)
-> Focus on "future"
-> Spend money on big-ticket items: cars, refrigerators.

Changes to traditional roles:

1. 27% US households headed by a single woman.

2. Women working outside home, earn money on their own -> want to have a say in family finances

Changes in spending:

1. Women control 75% of household finances and 80% of purchasing decisions

2. 62% of women make car purchases -> make decisions about big-ticket items

Meaning for business:

1. Female economy ~ new movement = new kind of spending being done by women

2. Businesses try to be more female-friendly

Marketing to women:

1. Invest resources to appeal to women. Example: US car repair company in spent 8 million dollars to appeal to women

2. Created nice waiting rooms with soft chairs and magazines for women to feel comfortable.

3. Trained workers to explain clearly and carefully for women to understand

# data[].attributes.body
Topic: Spending & gender.

Ways men and women spend money and reactions by business: Differences, very big impacts on marketers and advertisers.

Traditional responsibilities for women:

- concern, take care home, children.
- prepare food for family, keep family healthy and warm.
- Experts say: create a lifestyle, focus on daily life.
- Focus on now, spend money on traditional purchases: daily food, shoes, clothes/ daiy need for family right now.

Traditional responsibilities for men:

- fixing things, things broken -> fix it.
- spending: last long time, don’t need placing/reparing, concern long-term values of purchases.
- Long-term values of cars: important to finance/ than sweater, shoes -> difficult.
- Big ticket items: car, refrigrators, electronic devices/ long term, longer values/ more focus on the future.
=> spending behaviours.

Changes in traditional roles

- 27% household single mother buy house in the US -> big change.
- Women work outside, spend on their own money.

Changes in spending

- 75% household purchases made by women -> control finance.
- 80% women made the purchasing decisions.
- 62% women made the cars purchases.
- More and more women made decisions how to prepare, fix hoouses -> big ticket items, used to be made by men.

Meaning for business:

- Female economy: new kind of purchasing being done by women.
- Become more female-friendly -> businesses more comfortable and attractive for women.
- Women are making new kinds of purchases -> change ways of marketing, try to appeal women.

Marketing to women: Car repair company

- Women buy their own car -> make sure to have cars fixed
-> make changes: build nice comfortable waiting room, comfortable car to use, magazines to read.
- Workers explain clearly and carefully for women to understand
- Spent 8 million dollars appealing to women.

# data[].attributes.body
1.     Topic: difference in men and women’s spending habits

2.     Big picture:

-        Cover different ways men and women spend money

-        Discuss businesses’ reactions

3.     Women’s traditional responsibilities

-        Take care of the home

-        Meet family’s daily needs by purchasing food, shoes, clothes, etc.

-        More focused on NOW

4.     Men’s traditional responsibilities

-        Fix things

-        Purchase things that last long and have long-term value (big-ticket items)

-        More focused on the FUTURE

5.     Changes to traditional roles

-        Women working outside the home, making their own money

-        27% U.S households headed by a single woman

6.     Changes in spending

-        75% household purchases made by women

-        Women start making decisions about big-ticket items

-        Women start buying their own cars

7.     Meaning for business:

-        Female economy: try to appeal women consumers

-        More businesses become female friendly

8.     Marketing to women: a car repair company spent $8 million on several strategies:

-        Build nice, comfortable waiting rooms

-        Add magazines women might like

-        Explain the car services clearly for women to understand

# data[].attributes.body
Topic: Spending and gender

Big picture:
- Different ways woman and men spend money
- Impact on businesses

Traditional responsibilities for women:

- Take care of home, prepare food, keep family healthy+warm
--> Focus on daily needs, on now

Traditional responsibilities for men:

- Fix things
- Purchase things last long -> long-term value
- Big ticket items (car,..)
--> Focus on future

Changes to traditional roles:

- Women work outside, make their own money
- 27% US households headed by single woman

Changes in spending:

- Women: 75% household finances, 80% purchasing decisions, 62% car purchases, more big ticket items

Meaning for business:

- Female economy -> new kinds of spending
- Businesses -> more female friendly + ads appeal to women

Marketing to women:

Eg a car repair company spent $8M to appeal to women
- build nice/comfortable waiting room
- magazines
- clear explanations for women to understand

# data[].attributes.body
-       Traditional responsibilities (women):

1.    concern taking care of the home, the children

2.    preparing the foood, keep the family healthy and warm

3.    want to create a lifestyle

4.    focus on daily life of family

5.    spend on daily food for family, shoes, clothes

-       Traditional responsibilities (men):

1.    fix things

2.    concern with long-term purchases

3.    items with long-term value

4.    big ticket items

-       Changes to traditional roles:

1.    27% of households in US headed by a single woman.

2.    Woman working outside home, earn money by their own

3.    Women focus more on now, men focus more on future and spending behaviours

4.    Change the way businesses market products

-       Changes in spending:

1.    Woman control 75% household finances and 80% of purchasing decisions

2.    62% of women make the car purchases

3.    Women make decisions about big ticket items

-       Meaning for business:

1.    Female economy – new kind of spending being done by women

2.    More and more female friendly businesses

3.    Appeal to new consumers – women

-       Marketing to women: a car repair company in US spent 8 million dollars to appeal to women

1.    Built nice comfortable waiting rooms with soft comfortable chairs

2.    Added magazines in the waiting room

3.    Taught workers how to explain clearly and carefully for women to understand

# data[].attributes.body
Topic: Spending and gender

Big picture: Different ways woman and men spend money and their implications for businesses and marketers advertisers

Traditional responsibilities:

Women:

take care home n children - food healthy warm

Expert: Women: life style: daily needs - now

Men:

fixes things eg door -> things last long, don’t need repairing -> long term value purchase (increase as price go up. Eg car)

Big ticket items high price and long term value - men - more focused on future

Change: traditional role -> businesses change adverts (in us)

Today 20% all households - single woman

Women work make their own money -> want to have a say in how to spend money

75% household purchases - made by women

80% purchasing decisions made by women

Women control 75% of household finances

62% women make car purchases

More make decisions repair long term -> big tickets purchases

For business: female economy: new kinds of spending

Movement: become more female friendly - more comfortable and attractive women

Women make new kinds of purchases -> change adverts to appeal to women

Eg female friendly : jiffy lube:

nice waiting rooms and soft chair magazines to read

Teach employees to explain car to women (8 million dollars)

# data[].attributes.body
Topic: spending and gender

Body
- Traditional responsibility for women

Take care home + children

Prepare the food, keep family healthy

More focused on now -> create a lifestyle (daily foods, shoes, clothes,...)

- Traditional responsibility for men

Fix things

Buy things that last long, long-term value (big-ticket items: car, refrigerators,...)

More focused on future

- Changes to traditional roles:

Women control 75% of household finances, 80% of purchasing decisions

62% of women purchase cars (big-ticket items)

- Meaning for business

Female economy: new kind of spending done by women

More female-friendly businesses

- Marketing to women

Car repair company in the US spent 8 mill dollars to appeal to women

Built nice and comfortable waiting rooms, added magazines

Taught workers how to explain clearly and carefully for women to understand

# data[].attributes.body
1.     Topic: are people in the U.S working more or fewer hours than they did back in the 1970s?

2.     Research on how U.S people work

-        People seem to work more hours than they used to

-        But when asked to keep a time diary, it turns out that they actually spend fewer hours working

=> People think they are working more hours than they actually are

3.     Reasons people feel busy

-        1970s: more women worked outside home => men & women had 2 roles: out of home and in the home => felt busy all the time

-        New technologies in the workplace => people do housework and office work at the same time => they feel like they are always working

4.     In the workplace

-        Competition in business world is tougher => workers have to work harder and faster, thus face increased pressure

-        Technologies facilitate faster communication -> faster work pace -> working hours are busier

5.     Additional point

-        Research: 9 in 10 Americans were either very satisfied or moderately satisfied with their job

=> Many Americans like their jobs and it’s okay they’re working more hours and feel busier

# data[].attributes.body
* Topic: Work in the US & how they think about their work.

* Aspects of work habits research:
- Work more hours -> not 100% certain.
- General: How much ther work/ how many hours in office -> write down
=> fewer than 30 years ago -> interesting to scientists.
- People think they are working more than they actually are.

* Research on how US people work:
- Reasons: In USA, people feel busier, so many thing to organize, time pressure, to get everything done -> being busy -> busyness.
- Causes:
+ more women began work outside the house
+ men take household responsibility -> take care family, children
=> Both men and women: 2 roles: out, in home. -> busy all the time.
+ Physical feeling.

* Reasons people feel busy:
- Regular schedule
- Email, computer -> do work at home -> in the evenig -> household & office at the same time -> busy -> always working
=> busyness.

* In the workplace:
Causes: - Competitve -> work harder, faster to stay alive, stay in business.
- Facing crisis -> more quickly, do more speedily, to be more efficient.
- Efficiency = 1st value
- Typical: computer & technique
-> communication
=> Result: make decisions more quickly, respond immidiately, create faster workplace, feel busy all the time.

* Additonal point:
- Really like jobs: 90% Americans very/moderately satisfied -> high number
-> like job, feel happy in the situation although being busy. => feel okay.
- not true for everyone.

# data[].attributes.body
1. Topic: Are people in US working more hours than they did back in 1970s?

2. Aspects of work habits research:
- People work more hours than they used to
- People keep a time diary of their work hours, it turns out workers actually spend fewer hours working than they did 30 years ago.

3. Research on how US people work:
- In America, people seem to feel busier, there are many things for them to organize and do.
- Overall time pressure: get everything done in time
- Feeling of busy - busyness

4. Reasons people feel busy
- Back in the 1970s more women than ever began to work outside of home. Both men and women had 2 roles (working out of the home and working in the home) and juggled the responsibilities of children, household chores and work.

- Where people work: For many Americans, work is no longer limited to a job and a regular schedule. We have new technologies, that means people continue to do their work at home. People are often doing housework and officework at the same time.

5. In the workplace
- Many people's work is not limited to just one location and not limited to just the daytime
- Competition in the business world is tougher than ever. Companies have to produce more and spend less to stay competitive.
- Workers have to work harder and faster to help the company => face increased work pressure to work quickly and produce more.
- Workplace activities have to be done faster => the workplace becomes more efficient.
- Technology makes communication faster => people make decisions and respond to decisions more immediately.

6. Additional points
- Americans feel busy, but they actually like their job.
- 90% of Americans are happy in their work situations

# data[].attributes.body
1. Topic: r ppl in US workin > or < than in 1970s?
2. Aspects of work habits research
- ppl seem 2 work > hours than they used to
- but when asked 4 time diary -> they actually spend < hours workin
=> ppl think they work > hours than they actually r
3. Research on how US ppl work
- ppl feel bussier -> hv 2 organize, time pressure,.. -> 'busyness'
- more women work outside
- men take more household stuffs
=> both have to work in/outside => busy all the time
4. Reasons ppl feel busy
- more tech -> work at home, not only office hours -> work all day -> busy
5. In the workplace
- multiple jobs
- competitive company -> work harder
- pressure to work faster, gain more efficiency
- more tech -> ppl make decision faster -> faster workflow
6. Additional points
- 90% very/moderately statisfied w their jobs -> feel happy

# data[].attributes.body
* Topic: Leisure time
How US spend time when not working -> how to spend/ how to play.

* How they work:
- In workplace:
+ efficiency = 1st value => American companies always try to develop.
+ new technology to make it possible -> sped-up space
-> not enough time to do what they need to do
-> not having enough time to relax.

* How they react:
- Spending leisure time: organize by trying to make it more efficient just like at work.
+ Value of efficiency:
e.g. How ppl in US take this value, affect their leisure time
1. US - typical tour sites: see ppl spending time walking&reading about the sites and guide books to learn abt the tour sites.
2. alternatively, ppl try to make leisure time more efficient by driving around with video cam on windows -> movie car, go to second, third sites -> more places in limited period of time.
-> Try to make play as efficiently as they work.

+ Multi - task
e.g. watching TV while surfing the Internet.
1. Multiple leisure activities at the same time, as much as possible in limited amount of time.
2. Study to entertain: able to fit up 7 hrs of leisure time activities = 7 hrs actual leisure time

=> All the e.g.s are possible due to technology: cellphones, video cams, computers, etc.
=> make it possible for leisure time to look exactly like work time.
=> workplace value into downtown (downtown: free, relaxation time).

- Hurry to work and tired at home: organize the leisure time in a kind of low energy choice (TV, read,... -> no-brainer choices).
+ 1st in US: TV.
+ 4 hrs/day.
+ ppl are tired of doing multiple tasks -> couch potato.
+ couch potato: sit in couch, do nothing, watch TV.

=> Relaxed way >< Efficient way
=> all these ppl watch TV so much: easy escape from busy life, juggle multiple tasks.

* Wrap up, main points:
- 2 opposite reactions
+ Play = work.
+ do very little leisure.