Discuss how an increased educational level in the United States has affected the American household and how marketers have responded to these changes

Question

What will be an ideal response?

Answer 1

(Students' answers may vary. The answer given below is indicative.)
The U.S. population is becoming better educated. The rising number of educated professionals will affect not just what people buy but also how they buy. Job growth is now strongest for professional workers and weakest for manufacturing workers. The number of working women has also increased greatly, growing from under 40 percent of the U.S. workforce in the late 1950s to 69 percent today. American women now make up 40 percent of primary family breadwinners. Among households made up of married couples with children, 60 percent are dual-income households; only the husband works in 28.5%. Meanwhile, more men are staying home with their children and managing the household while their wives go to work. The significant number of women in the workforce has spawned the child day-care business and increased the consumption of career-oriented women's clothing, convenience foods, financial services, and time-saving services.