The soccer mom cliché couldn’t feel more dated. These days, American moms are more likely to be breadwinners than pitchside cheerleaders. But a new era for moms doesn’t mean businesses have adapted, so they’re making new realities instead. How are moms taking control – and are brands keeping up?
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Dr. Alexandra Killewald is a professor of sociology and the chair of the PhD program in social policy at Harvard University. She uses quantitative methods to study inequality in the United States, with a focus on the relationships among work, family, and money.
Colleen Curtis is the head of community and marketing at The Mom Project. She previously worked as VP of international community and marketing for Yelp.
Jo Peters spent 20 years in international agencies working for brands such as Nike and Playstation. Having set up her trend consultancy, Jo volunteered with Samaritans. In 2020, she trained as a coach with the Co-Active Training Institute, helping clients make positive changes in their professional and personal lives. Jo recently studied with Climate Change Coaches, partnering with those wanting to take action on this vital systemic issue. Together with writing on consumer trends and design, Jo loves the big outdoors, from the beach in Shoreham-by-Sea where she lives to MTB on the South Downs.
