The Rise of the New Homemaker: A Modern
Definition for the Changing American Family
What it means to make a home in 2014: Who’s doing it, how it’s being done, and the impact it has on our happiness
About the Study
“The Rise of the New Homemaker: A Modern Definition for the Changing American
Family” is based on an independent study commissioned by Betty Crocker, with technical
guidance provided by New America. Conducted in July 2014, the study took place online
with a sample of 1,114 U.S. adults aged 21-65. Respondents were screened to match the
demographics of the general population. The survey also included a supplementary sample
of 100 respondents who identify as LGBT in order to create a useable sample size for that
group. See end of report for additional demographic information.
A Note on Terminology
Key Findings and Takeaways
roommates).
Results of our survey reveal differences across gender, sexual orientation and age in the
home when it comes to attitudes about homemaking. Men and LGBT partners tend to care
most about having a clean, beautiful home – perhaps in an effort to convey the appearance
A respondent refers to all study
participants.
A singleton is an adult who lives
alone (no other family members or
A multi-person household is all
others not classified as singletons.
of a well-maintained home and house to outsiders. Women tend to have higher standards
for the home than their male counterparts, and place more emphasis on getting household
A household head is the person or
tasks accomplished. Millennials report more of a sense of nostalgia for their childhoods
persons in a multi-person household
than any other age group.
in whose name the home is owned or
We also sought to understand how members of U.S. households respond to the idea of
being called “homemakers”. Results indicate that this identity is far from outdated, with
a large majority of respondents identifying with the term to some degree. It still carries
rented. In the case of a couple, this
normally includes both members
of that couple. Adult children,
a gender bias: Women are more likely to consider themselves homemakers than men
widowed parents and other lateral
are. However, the number of men identifying with the term, as well as the number of
relatives in a home do not usually
Millennials doing so, is significant.
qualify as household heads.
But who is really happiest at home? Individuals who support having clear, defined roles in
the household (a breadwinner/homemaker model) also report higher levels of happiness.
This pattern may indicate a desire to clarify household roles in an effort to reduce stress.
Survey results indicate that households with a higher income and education are happier.
An LGBT individual is a respondent
who identifies as gay, lesbian,
bisexual or transgender. This survey
There also seems to be a relationship between sharing and happiness: Household
included a sample of n=142 LGBT
members who are satisfied with the extent they share duties with a partner also report
respondents.
being happier at home. But the question remains: How does a modern American family go
about doing this?
Only one member of each household
When we remove the term “homemaker” from the discussion and focus on its conceptual
meaning, the notion of “making a home” centers around creating a nurturing environment
and spending time with loved ones, according to respondents.
Yet, it seems that finding the time and space to spend with loved ones and create such a
nurturing environment is no small feat. Results indicate U.S. household heads wish they
spent more time with loved ones, participating in mostly unstructured leisure activities.
They would like to spend less time cleaning the home and participating in structured
children’s activities, perhaps indicating that these respondents may be experiencing
burnout as a result of the overscheduled “helicopter parenting” prevalent in American
culture in recent years.
1
participated in the study.
Roles and division of labor
How do American households today go about dividing labor? How do they share
household duties, and how do they feel about these divisions? We set out to
understand household labor division in 2014.
Conventional division of labor by gender still exists
Respondents were asked to assess a list of possible homemaking duties, indicating
what tasks they do and to what extent they shoulder the responsibility for those
tasks. The results indicate that while most tasks are shared to some extent, a
conventional gender bias in how households divide labor between partners persists.
In particular, there are few household duties that women do not almost always do.
When asked to self-report if they do an activity “at least sometimes,” around 90%
of women consistently do all activities. This holds true regardless of employment;
partnered women who are employed are just as likely to do most jobs.
CHART F
Percentage of Tasks Participants Do vs. What Other Family Members Do
Share of Cooking Meals
78%
15%
53%
0%
25%
Share of Doing Laundry
38%
50%
75%
7%
FEM ALE HEADS
9%
MALE HEADS
78%
50%
0%
100%
Share of Baking
0%
25%
SELF
8% 8%
45%
50%
40%
25%
75%
50%
10%
FEMALE HEADS
MALE HEADS
100%
Share of Lawn/Garden Maintenance
84%
45%
15% 7%
75%
10%
MALE HEADS
41%
72%
0%
100%
SP OU SE/PA R T N ER
45%
FEMALE HEADS
25%
A L L OTH E R S
Both partners in households with couples estimate their household
contributions to be higher than those of their partner
While this was not a study of couples, a pattern across genders does emerge.
Across the majority of household duties, from cooking to meal planning to doing
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13%
50%
75%
14%
FEMALE HEADS
15%
MALE HEADS
100%
laundry, males estimate that they contribute at a higher level than the level at
which females place male contributions, but the opposite is also true. No one
seems to agree on how labor is being divided. [Chart F]
There are a few household duties where this pattern does not hold, and male
and female estimates of male contributions are more level. These are, perhaps,
considered more traditionally “male” duties: Yardwork, automobile repairs and
household maintenance.
Still, most individuals are satisfied with the current division of labor
39% of respondents are very satisfied with the current division of labor in their
households, while another 51% are “somewhat” satisfied. Only 11% indicate they
are unsatisfied.
Millennial men are more satisfied with labor divisions than any other group,
with 52% identifying as “very satisfied.” LGBT individuals also show higher
satisfaction: 45% are “very satisfied”.
Happiness: What makes
a happy home
C H ART G
What makes a happy home in 2014? What
holds American households back from
Average Happiness with Home/Family Life
happiness?
Scale of 1-10, only in multi-person households
Money and education may
buy happiness
As income increases, so does happiness
1
Total random sample
happiness higher than any other group.
Less than College
Under $50K
The same pattern occurs for education:
$50-$99K
College graduates report more happiness
$100K+
than their less educated counterparts.
[Chart G]
Nostalgic for days gone by
32% of respondents report they were
3
4
5
6
7
8
Employed Women*
Employed Men*
Not Employed Women*
9
10
7.96
8.09
College Graduates
with home and family life. Individuals
with HHI over $100K report a level of
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7.88
7.79
8.27
8.47
8.23
8.25
8.15
happier when growing up than they
are today, while another 50% express
*If partnered; employed = 20+ hours/week
ambivalence. In particular, Millennials
aged 21-35 are more likely to report they
were happier when growing up.
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The relationship between sharing and happiness
Is there a relationship between sharing and happiness? How does the
distribution of household duties correlate with our happiness in the home?
Survey results indicate those with a clear allocation of duties are happier, but
achieving that clarity is not a simple process.
The ideal household arrangement is up for debate
We asked survey respondents to assess two household arrangements and tell
us which arrangement they preferred. The first arrangement depicted one
partner as the breadwinner, and the second partner as the caretaker of house
and children, implying that everyone in this household knows what their
responsibilities are and acts accordingly. The second arrangement depicted both
partners as earning a living and sharing the work at home, implying that many
responsibilities are split between partners.
C H ART H
Results indicated that Americans
are still divided on which of these
How should couples live?
arrangements is more ideal. 33% believe
couples should “definitely” live under
5%
the second arrangement, featuring
shared duties. Still, 12% believe couples
should “definitely” live under the first
arrangement, featuring division of
labor – and another 20% prefer the first
Definitely Model 2
12%
33%
More Model 2,
Some Model 1
More Model 1,
Some Model 2
20%
arrangement without dismissing the
Definitely Model 1
second entirely. Such results indicate
30%
that while a more egalitarian approach
may be preferred, Americans are not
ready to dismiss a clearer, if more
traditional, division of labor. [Chart H]
Younger males are more attached to arrangement #1
Younger Americans are more likely to prefer the first
arrangement, where one partner is breadwinner and the
second stays home. Men in this age group identify the most
strongly with this arrangement; 48% of males 21-35 lean
towards arrangement #1 (versus 32% of all respondents).
Younger partnerships, however, are more likely to report
a more equal weight of labor distribution across both
partners. Men’s claimed household contributions tend to
decline with age.
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Neither of these
Those with a clear distribution of household duties may be happier
Individuals who are most satisfied with how activities are shared also express
more happiness with home life overall. When asked to report happiness with
home life on a scale from 1-10, those who are “very satisfied” with how activities
are shared report being four points happier than those who report being “not at
all satisfied” with sharing in the household. [Chart I]
While not as dramatic of a pattern, those who prefer arrangement #1 (where
one partner stays home) also report higher levels of happiness at home, further
indicating that clear roles in the home could be associated with higher levels of
happiness at home.
C H ART J
Seeking more time
for fun & leisure and
happiness home
How do you feel about household activities?
55%
42%
2%
Planning outings/trips/vacations
6%
Hosting, entertaining
Americans want more time for just
having fun, enjoying life with others
35%
59%
6%
Baking
Respondents wish they could spend
35%
61%
4%
Planning HH entertainment
more time doing activities like planning
trips and outings (55%), hosting and
entertaining (39%), and baking (35%).
Yet only 17% wish for more time to
do children’s activities. Activities
respondents most want to get away from
include working on bills and finances,
doing laundry, keeping the kitchen in
order, cleaning bathrooms and cleaning
39%
55%
23%
67%
23%
21%
17%
9%
Meal planning
64%
13%
Cooking meals
54%
25%
Yard maintenance, gardening
76%
L I K E TO DO MO R E
L I K E TO DO L E SS
living areas. [Chart J]
This pattern indicates individuals want to spend more time enjoying life with
those important to them, but may be getting worn down by the obligations
associated with parenting and household duties.
Homemaking: Exploring a Divisive Word
What do Americans today think of the word “homemaking”? How do they
interpret its meaning? We wanted to understand how American households feel
about this divisive word in 2014.
Split opinions on a dynamic word
The term “homemaker” is not overwhelmingly popular, but neither is it outdated.
77% of multi-person household heads identify with being a homemaker “at least a
little bit”, with 30% identifying as a homemaker “very much.”
5
7%
Children’s activities
A B O U T TH E SA M E
When compared with other terms offered, “homemaker” is a more accepted
term than “stay at home parent” or “housewife.” Respondents were more likely to
self-identify with terms like “provider” and “breadwinner.” [Chart A]
The term “homemaker” brings with it a gender bias
The term homemaker does seem to hold a gender bias. 42% of all women
surveyed think of themselves as homemakers “very much.” In comparison, only
19% of all men consider themselves “very much” a homemaker.
This bias holds regardless of employment situation: 47% of women not employed
outside the home consider themselves homemakers, while only 9% of men in the
same situation self-identify as homemakers.
Older respondents are less likely to identify with the term “homemaker”
than younger generations
Unlike their younger counterparts, Baby Boomers are less likely to identify with
the term. Only 26% of all 51-65 year-olds identify “very much” as “homemakers,”
compared with 35% of 36-50 year-olds and 30% of 21-35 year-olds. This lower
level of identification can largely be attributed to males aged 51-65 not being at all
likely to see themselves as “homemakers,” with only 13% saying they identified as
a homemaker “very much.”
Can a homemaker be “anyone who
contributes to the home”?
When offered this definition for their
own interpretation, the number of
individuals who strongly identified
CH ART B
Imagine you heard someone say “You know, anyone
who contributes to the home is a homemaker.” What
would your initial reaction be?
as “homemakers” did not change:
30% agreed they were “homemakers
“Yes, I’m a homemaker
and proud of it”
9%
and proud of it” when offered this
definition. Another 40% were open to
considering the description, even if they
did not like the word “homemaker” in
30%
21%
itself. However, another 9% agreed that
“no matter what,” they do not want to be
associated with the word in question.
40%
[Chart B]
50%
While the term “homemaker” itself
may be loaded, study results indicate
American households may be open to
reimagining the concept behind it.
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“I may not use the word
homemaker but that
description fits OK”
“While I contribute to
my home, the label
homemaker has some
baggage I’m not
comfortable with”
“Whatever I may
do, don’t call me a
homemaker”
What it means to “make a home”
Regardless of what we call ourselves, what does it mean to “make a home” today?
In order to find out, we needed to understand what Americans value in their
lives at home.
Making home centers around creating a nurturing environment and caring
for others
What if Americans were able to reclaim the idea of “homemaking” to suit their
personal views? How would they redefine it? Survey respondents did not see
“homemaking” as the process of fulfilling obligations and accomplishing tasks,
but rather as the act of creating an environment in which a family can thrive.
“Creating a sense of belonging” and “creating memories” were the top definitions
that respondents chose, indicating that creating an emotionally healthy
environment for all household members is of high importance.
Spending time with loved ones leads in importance
Respondents agree that spending time with loved ones is the single most
important part of homemaking. Other activities that respondents recognize as
important are those centered on nurturing, expressing love and enjoying one’s
time. Fulfilling obligations, while not completely irrelevant, falls low on most
respondents’ priorities lists. [Chart C]
Perfection is not the priority
Individuals do not feel great pressure
to do tasks “perfectly.” With the
exception of bills and finances (24%
CH ART C
What’s most important in making home?
of respondents feel pressure to do
these perfectly), less than 20% of
respondents feel pressure to do any one
task, including chores like cleaning,
shopping, laundry, and
baking “perfectly.”
That being said, women are more
likely to put pressure on themselves
to do things perfectly than their male
counterparts are. 21% of women feel
pressure to cook meals perfectly, while
only 14% of men feel this pressure.
65%
Spending time
with loved ones
Having a place where
you enjoy spending
time
64%
55%
Creating memories
Having a place that
will make a favorable
impression on
neighbors and visitors
28%
Making sure things
are done “just right”
27%
Having clear
distinctions between
what women do and
men do
This pattern falls across a breadth of
15%
0%
household duties, including cleaning,
bills and finances, planning household
outings and baking.
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17.5%
35%
53.5%
70%
Women have higher overall expectations of homemaking
than men
Across all activities measured to be important in making
a home, women consistently rank activities as higher
in importance than men. In particular, 71% of women
believe “spending time with loved ones” is very important,
compared with 59% of their male counterparts. This same
level of disparity holds true for “having a place where you
enjoy spending time” and “creating memories”. [Chart D]
Men place more emphasis on keeping up appearances
When asked to reclaim the idea of “homemaking” as their
own, men are more likely to place emphasis on having a
clean house than their female counterparts.
CHART D
Where there are differences, women have higher expectations than men.
WOMEN
MEN
Spending time with loved ones
59%
Having a place where you enjoy spending time
56%
Creating memories
50%
53%
48%
45%
Getting the work done
Holding up my end of the bargain*
42%
Building traditions
40%
30%
Being creative, imaginative
34%
39%
39%
21%
A place for everything and everything in its place
47%
46%
35%
Having a home (and perhaps a yard) that I can be proud to show to others
31%
38%
38%
37%
Having the home be as clean as possible
Sharing decisions with others in my household about who does what*
31%
Having a place that will make a favorable impression on neighbors and visitors
30%
25%
37%
26%
27%
Making sure things are done “just right”
Having clear distinctions between what women do and men do
52%
41%
Fulfilling my obligations
Baking for holidays
55%
39%
Creating a sense of belonging for everyone in my household*
71%
64%
45%
Making my home a place to share experiences
71%
15%
15%
*Not Singleton
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LGBT individuals feel more pressure
to keep up appearances
Similarly, LGBT respondents are more
CH ART E
What tasks do you feel pressure to do perfectly?
Multi-Person Household Heads Only
likely to place emphasis on household
cleanliness and having a beautiful home
Meal planning
than the rest of the population. LGBT
A L L G L BT
individuals also place higher emphasis
N O N - G L BT
Cooking meals
Baking
on perfection than their non-LGBT
and viable as any other.
13%
12%
Bills, finances
Auto Repairs
much as LGBT households have gained
outsiders their households are as strong
10%
Hosting, entertaining
These findings may indicate that, as
individuals feel pressure to show
11%
8%
Grocery shopping
counterparts. [Chart E]
ground in recent years, perhaps LGBT
10%
9%
HH maintenance shopping
5%
Planning HH entertainment
5%
8%
11%
Planning outings/trips/vacations
11%
Keeping kitchen/eating space in order
12%
13%
12%
Keeping other living space in order
Doing laundry
Conclusions and key
takeaways
In sum, this survey of a demographically
11%
10%
Cleaning living areas
13%
Cleaning bathroom(s)
12%
9%
8%
Yard maintenance, gardening
representative sample of American
Children’s medical care
3%
households leads to a more flexible
Children’s activities
3%
definition of what it means to make
5%
4%
a home in America in 2014. While
some people identify as homemakers
and others do not, most people share a desire to spend time with family,
and recognize that loved ones are the most important part of maintaining a
household.
About Study Contributors
Action Market Research is an
independent research consultant
The perception of pressure to be perfect that is prevalent in the media may not
be particularly accurate, but it holds true more for women than for men. There
is a surprising adherence in some groups, especially young men, to the idea of
a traditional division of labor, and the attendant nostalgia for an earlier time
follows a similar pattern.
Men and women seem to disagree about who’s doing most of the labor at home,
and that disagreement may affect the happiness of the household. However,
most families seem to find a way to coexist happily, though they’d like to spend
more time on leisure activities that help them develop stronger bonds, and less
time on necessary activities that can best be classified as chores.
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based in Minneapolis, MN.
Betty Crocker is a General Mills
brand invested in the future of the
American family.
New America is a nonprofit,
nonpartisan public policy institute
that invests in new thinkers and new
ideas to address challenges facing
the United States.
Appendix: Demographics
Random sample size: 1,014
LGBT sample size: 142
Gender and Age
Gender, Age, and Sexual Preference
Age 21 – 24: 10%
Age 25 – 34: 21%
Age 35 – 44: 22%
Age 45 – 54: 21%
Age 55 – 65: 25%
Age 21 – 24: 8%
Age 25 – 34: 32%
Age 35 – 44: 27%
Age 45 – 54: 20%
Age 55 – 65: 13%
Region
Gay: 46%
Lesbian: 23%
Bisexual: 32%
Other: 6%
Women: 50%
Men: 49%
Other gender identification: 1%
New England: 5%
Middle Atlantic: 14%
East North Central: 15%
West North Central: 6%
South Atlantic: 21%
East South Central: 6%
West South Central: 9%
Mountain: 7%
Pacific: 16%
Household Composition
One person (Singleton): 15%
Two people: 33%
Three people: 20%
Four people: 18%
Five people: 8%
More than five people: 6%
Any children under 18: 42%
Spouse/partner of opposite sex: 58%
Spouse/partner of same sex: 2%
Household head but not partnered: 14%
In multi-person household but not head: 11%
Education and Income Level
High school or less: 19%
Trade school: 13%
Some college: 27%
College degree: 28%
Graduate or professional degree: 13%
Women: 40%
Men: 58%
Other gender identification: 2%
Household Composition
One person (Singleton): 20%
Two people: 35%
Three people: 19%
Four people: 14%
Five people: 8%
More than five people: 4%
Any children under 18: 33%
Education and Income Level
High school or less: 13%
Trade school: 14%
Some college: 30%
College degree: 30%
Graduate or professional degree: 13%
Income less than $25k/year: 19%
Income between $25k and $49k/year: 24%
Income between $50k and $74k/year: 22%
Income between $75k and $99k/year: 13%
Income between $100k and $150k/year: 9%
Income over $100k/year: 8%
Prefer not to answer: 5%
Income less than $25k/year: 17%
Income between $25k and $49k/year: 26%
Income between $50k and $74k/year: 22%
Income between $75k and $99k/year: 15%
Income between $100k and $150k/year: 10%
Income over $100k/year: 6%
Prefer not to answer: 4%
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