They’re dealing with thrifty concepts that may be entirely novel–eating
more leftovers, planning fewer, bigger shopping trips to supercenters, and even
baking from scratch. But these aren’t Martha Stewart-inspired moments of
domestic creativity–so far, they’re pure Betty Crocker. What’s interesting,
though, is the growing evidence that women seem to be enjoying at least some
aspects of these back-to-the-Bisquick initiatives.
MediaPost Publications – Will Women Relish Their New Role As Chief Thrift Officer? – 06/23/2008
While marketers everywhere are keenly sensitive to how rising gas and food prices are affecting family spending, experts think they may be missing a marketing-to-women sea change. For the first time in decades, women are taking on a role they’ve never had before–chief thrift officer. The bigger shock: They may even be enjoying it.