Wall Street Journal Microtrends Column: The Declining Soccer Mom by Mark Penn

Wall Street Journal Microtrends Column
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.

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Politico: What’s ‘in’ is now ‘out’


Published October 14, 2008

As Monty Python used to say, “No one expects the Spanish Inquisition” — which is another way of saying that no one expects the unexpected. And recent unanticipated political and financial events are a good reminder that everything could change in one fell swoop.

In a sense, the worsening financial crisis should come as no surprise — hedge fund managers I’ve met with over the past year and a half predicted almost perfectly what would happen. And Hillary Rodham Clinton was the first presidential candidate to warn repeatedly of financial danger while the president, Treasury secretary and Federal Reserve chairman all downplayed it.

Now the voters have shifted in Barack Obama’s direction, largely because he seems better able than John McCain to tackle these types of complex problems but also because the last Democratic president, Bill Clinton, performed so well during times of economic concern. In such situations, voters now instinctively reach for a Democrat rather than a Republican. And it has shaken up the presidential race.

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Q&A Cafe with Carol Joynt: Mark Penn Discusses Trends in Marriage and Parenting

Q&A Cafe with Carol Joynt: Video 3/3
Mark Penn continues his discussion with Carol Joynt on polling and trends. In this interview, he talks about the trends in Marriage and Parenting.