The Pitch: Rise of the female alpha earner produces niche markets

By JACQUELINE JONES*

The social trend-spotters and economists call them "alpha earners" - high-income, well-educated female providers who have role-swapped with their stay-at-home husbands.

The rise of the alpha earner has been driven by social and economic factors such as the middle management fallout of corporate downsizing, and more women in the labour force and tertiary education.

The numbers suggest this is a social trend that advertisers and marketers will want to monitor.

The latest Census indicates that young New Zealand women are now more likely than young men to be studying, and to have a post-school qualification. Half of the labour force is now female, and the number of working mums is up about 15 per cent since 1991.

A Colmar Brunton survey of 850 households nationwide confirms that the woman is the main income earner in 8 per cent of families, and in a further 5 per cent, the main income-earner status is shared equally with the male partner.

So what does the rise of the alpha earner mean for the marketing community? Look out for a growing market of well-heeled, stressed corporate mothers seeking time out from the pressures of balancing family, work and time for self.

Housework is likely to be a battlefield, so home services that cater for this market are an obvious opportunity. Alpha earners won't necessarily want to pay top dollar either - if dad's at home with the kids, the household is on one income.

Realistic and sympathetic portrayal of "Mr Mum" in advertising can validate the importance of male parenting and offers huge potential for fun and humour.

You can't help wondering if the next US reality show will feature the trials and tribulations of the alpha earner household - a ratings winner if ever I saw one.

* Jacqueline Jones is managing director of Colmar Brunton Auckland

* Jacqueline@cbrak.co.nz