By Anju Joseph
Senior Vice-President, Quantum Consumer Solutions
Navjot Singh Sidhu likes to quote this: Statistics are like miniskirts – what they reveal is significant, but what they hide is vital. It’s apt when it comes to talking about women in the workforce. There are estimates that 90 per cent of working women are involved in the informal sector and therefore, not included in official statistics.
Is it time to look beyond traditional definitions of “homemakers”, who stay at home and fulfil family roles, and working women who “go out of the home and are financially independent”. Welcome to the growing “homepreneur movement”.
A closer look at the homepreneur segment reveals that it is not a homogeneous group but consists of three sub-segments – different, but with some common values. I refer to these sub-segments as the Earth, the Moon and the Sun because they represent a force that is equalled only by forces of nature.
Earth. She is someone who uses her existing “feminine” skills to augment family income. These skills are traditionally accepted and until the recent past and in some places even today, are key parameters of evaluation of a suitable bride. Hence, she does embroidery, tailoring, painting, stitching, making pickles and so on. Her key aspirations are linked to the family and she does not create any ripples in established family structures, norms of behavior or her position in the family. However, she has more money at her disposal than her traditional homemaker counterpart. The question is, are we speaking to her?
Moon. This segment wants many more things beyond money. There is a distinct “I” in her vocabulary and while income is a given, it also implies learning, knowledge, discovering herself and self-expression. Some popular skills that are acquired are computers or “beauty parlour”. There is great potential to leverage this segment.
Sun. She is the businesswoman who runs the show out of her home, often with people working for her. She embodies the highest values of the nurturer as her focus is not just on her family’s well-being but also the welfare of the families of her employees, as they are her dependents. Many women in this segment are homemakers who had a discontinuity in their lives that forced them to become homepreneurs.
The homepreneur is the largest consuming force of the future. She is also the one who shapes the aspirations of her children and hence, any marketer who wishes to be future-ready must understand her at the deepest level. So, next time we think of a housewife, think of what Maya Angelou said: “Now you understand just why my head’s not bowed. I don’t shout or jump about Or have to talk real loud. When you see me passing, it ought to make you proud. I say, ’Cause I’m a woman. Phenomenally. Phenomenal woman, that’s me.”
Feedback: anjujoseph@qmrpl.com
