One of the many topics being discussed during this year’s M2Moms®-The Marketing To Moms Conference is how the dynamics of today’s families have changed–resulting in the need for brands to dig deeper into the attributes today’s family units have in common as well as their unique differences.  One brand that is starting this kind of deep dig is MassMutual with the recent announcement of its “State of the American Family” program, a series of research studies conducted over the next several months and years.  This initiative will look at how family members interact on matters financial and otherwise, how factors like ethnicity and income affect family dynamics, and trends that will shape families in the coming decade.

The initial research study from this new series, Families, Financial Attitudes & Planning, conducted by Forbes Consulting group for MassMutual, focuses on women and finance.  “This new initiative is an important step forward in understanding family dynamics to better provide America’s adults and children with the information and guidance to make responsible financial decisions,” said Kelley Gay, an assistant vice president, MassMutual’s U.S. Insurance Group. A sneak peek inside the results of this first study:

  • 25% of women surveyed wish they were more in control of their finances.
  • 34% of women wish they were more confident in making financial decisions.
  • 34% of women feel overwhelmed by all the information available regarding investments and finances
  • 37% of women said they can make financial decisions with little guidance.

“The results of our study show that women, who according to the Boston Consulting Group now control $12 trillion in global consumer spending, recognize the need to get their finances in good order — whether professionals, executives, mompreneurs, household CEOs or caregivers,” said Gay. “A clear path to the future is often paved with sound financial guidance and action-planning.”