In today’s America, 40% of working mothers are the primary breadwinners for their families*. As if being a mother wasn’t a tough enough job already, now it’s confirmed that the financial burden of raising a family is being shouldered by nearly half of working moms. I take my hat off to these moms who are carrying a tremendous load and doing a fine job. As a marketer, what can I do to go beyond selling to these moms, and bring real value? Let’s take a closer look to understand who these women are in order to determine what we can do to help them. There are two distinct groups of women that have been defined in this new research. The first group makes up 63% of these mothers. They are our country’s single mothers – 8.6 million strong– who provide most or all of the income for their families. The second group, 37% of the primary breadwinner moms – 5.1 million – are married mothers who earn more than their spouses. We all know that mothers are stretched for time. So, what can we do from a marketing perspective? Can we provide them simpler solutions for meals, scheduling, school, homework and all of the numerous tasks that these moms have to undertake? I am married with two kids in their teens. Two words: overlapping schedules. I am always racing against the clock and can only imagine what schedules look like for the “breadwinner moms.” Let’s think of ways to innovate to save money and amp up efficiency.