By MARK PENN with E. KINNEY ZALESNE
From The Wall Street Journal Microtrends Column
Published October 7, 2009
The soccer mom is in decline.
Married, middle-class but working suburban moms whose primary concern is how to enrich their children while they are away at work are declining in numbers, in influence and even as a key swing vote.
New preliminary 2008 census figures show that the percentage of households with their own kids under 18 has hit a record low of 30.7%. This is in sharp contrast to the situation in 1960, when nearly a majority (48.9%) of households had such children.
This is indicative not just of a decline in soccer moms, but in kids and population growth in general. Women are marrying later, developing their careers more, and having fewer children.