Lists. Families have always used them. They help them prioritize, organize, and stay on budget. At one time, lists merely reminded us of what not to forget:

• Mow the lawn
• Pick up the dry cleaning
• T-ball game at 4:00 Saturday

But today, lists are evolving—a mini-revolution unfolding to show mom in control and at the helm.

Most lists begin with household responsibilities. Divided and shared, the chore list publically displays who does what, when. And, mom manages the list—splitting the tasks not only with her spouse, but also with her kids. Generally on display in the kitchen, the chore chart illustrates the dominant role lists play in U.S. households and the way moms utilize lists to ensure the household runs smoothly.

Moms also employ lists to extensively plan—especially when it comes to shopping. Meals outlined, coupons cut, and a detailed shopping list made, modern moms head to the grocery store determined to stay on budget. Many modern moms report that if an item doesn’t make their list, they aren’t going to buy it. And the numbers prove it. Splurge and impulse purchases are on a rapid decline in grocery aisles across the country, dropping more than 20 percent from 2007 to 2009 (Source: IRI, October 2009).

Strict adherence to the “list” extends beyond the grocery store to one other important area: mom’s inclusion of herself. Mom has (finally!) prioritized herself, adding her own name to the list of “things to be taken care of.” This addition might be the most important of all because it shows a definite shift in the family dynamic. Mom readily and willingly sacrifices a lot for her family, but today she recognizes she will be able to do and accomplish more if she is taken care of, too.

And so, a revolution begins—with mom writing the lists and leading the charge.

So what does it all mean? Here’s HL2’s list of things to keep in mind. (Think of it as a jumpstart to your personal list revolution!)

• Motherhood doesn’t define a woman. Communications should speak to moms as the woman she is, not just her status as caretaker. Today’s moms prioritize themselves as women—motherhood is just one facet of the equation.
• Consider targeting a larger audience with household products. With dad and the kids taking a more active role in household responsibilities as a result of the public chore chart, it is likely their role in the purchase of household products will also increase. Get ahead of the curve!
• Get on the shopping list! Whether you represent a necessity or nice-to-have, shopping lists define what purchases are made, and which are avoided. Getting your brand or product on the list will translate to a more streamlined purchase path in store, likely leading to more conversions at the register.

—Tracey Budden, Account Planner