What women want: the growing economic power of women consumers is transforming today's marketplace. Find out how to tap into the desires of women—and watch your business take off

Entrepreneur, Feb, 2004 by Joanne Cleaver

RELATED ARTICLE: What about dad?

James Chung is happy to announce the demise of the soccer mom. With more Dads adjusting their works to pitch in with the kids, the president of Marketing consulting firm Reach Advisors has discovered a new niche: dads who identify with the home-with-the kids lifestyle. Whether they're working part time, telecommuting or working flexible hours, dad are tackling more child-rearing responsibilities. They're going to the grocery store schlepping kids to and from violin lessons, and showing up for parent-teacher conferences. And because they're taking a more active role in domestic management, these "engaged dads" are starting to have more say in how the household budget is spent. In fact, Irene Dickey, a lecturer with the department of management and marketing at the University of Dayton, Ohio, estimate that men now control upwards of 24 percent of household spending. They're at home to spend it, too

There's a dramatic shift in generational of a dad's role," says Chung, who works partly from his home office and share family responsibilities with his wife. The recently folded Women United Soccer Association, for instance, made the mistake of trying to appeal primarily to moms, says Chung, who researched the league's marketing strategy. In fact, dads were the ones who brought tickets to attend with their daughter. "If your services are purchased by families, "Chung says, "you need to question the old Wisdom that mom control everything that goes on inside the house."

ONLINE EXCLUSIVE

For more resources that can help you market your business to women, visit www.entrepreneur.com/features/ marketingtowomen.

JOANNE CLEAVER has written for a variety of publications, including the Chicago Tribune and Executive Female.