Wolf at BestBuy- Women’s Affinity Group with Bottom Line Effect
I’ve been fascinated by BestBuy’s Wolf program (their women’s leadership program) for a long time. I’m also a member of Julie Gilbert’s excellent WolfPack Online Community. Julie founded Wolf when she worked at BestBuy and has since left to start her own Wolf venture.
At the Conference Board Work Life Conference in DC current Wolf leaders Mary Stoddart and Liz Haesler talked about their strategy. It’s a bit shocking to a purist. Wolf is a women’s leadership- or affinity group- made up of BestBuy hourly employees, BestBuy corporate/executive employees…and BestBuy customers. At some level, it’s meant to sell more appliances for BestBuy. But it also seems to function as an effective way to promote women’s leadership and professional growth at BB. They noted that “six years ago women weren’t banging down the door to work at BestBuy,” now, apparently, they are. Unlike a lot of corporate affinity groups, the Wolf model helps literally push the company’s bottom line.
There’s a whole Wolf language but the concept is simple: networking events with local customers create pilot groups of “Omegas” who give BestBuy advice. Local store employees drive these groups, and then get help from corporate women to put together proposals, business cases, etc.
Dr. Leslie Wolfe of the Center for Women Policy Studies said, it’s “Basic community organizing.” Well, yes, but community organizing that gets corporate attention and money by driving sales in a slow sector for BB- appliances. It’s actually very smart.
The Mommyblogging Mystique
Cross-posted from Huffington Post:
If you’re a mom, you probably work. But isn’t there at least a little fantasy piece of you that would prefer to work when you wanted to, or from home? Wouldn’t you love to have a personal brand that allows you to get recognition and respect without having to show up 9-6 in an office with a long commute? Well, according to the New York Times, if you were a successful mommyblogger, you could do just that: toddler in lap, laptop buzzing.
Smart women online are up in arms about the Times’ Styles section piece. For example Joanne Bamberger put words into many mouths when she wrote in response to the piece on mommybloggers, “Was it really necessary to write a story on a professional blogging conference with the title Honey, Don’t Bother Mommy. She’s Busy Building Her Brand? The headline alone drips with mocking condescension that says to the world that it’s perfectly acceptable to continue to belittle women for the exact same things that men are doing in the online world today. We’ve come a long way? Not.”
This is not the first such mommyblogger story and yet it conforms to a pattern. Like the stay at home mom cum CEO of her own organic foods brand, the well-paid mommyblogger is a fantasy figure for our time. I believe the fantasy of mommyblogging (different than the reality, which is as heterogeneous and varied as the Internet itself) is part of our modern day Feminine Mystique. The fantasy of mommyblogging as portrayed by the mainstream media allows women to gain some power and recognition, but only in the safest possible way. Because after all, these moms are at home with the kids, at least when they aren’t at blogging conferences. Mommyblogging is seen as safe and non-threatening (although if you actually read the best of it, it is far from safe). Women have been getting paid to write about kids stuff for centuries.
Why do we need the fantasy? Because most women feel ambivalent about the reality of our work lives, which is that we have to work, long hours usually, and we have less flexibility than we need. The truth is, we are all of us, men and women, ambivalent about the increasing financial responsibilities women face, which means less time for home pursuits and time with kids. Women earn 44% of household income in the US, and this will only increase, as we’ve just become half the workforce.
A Pew study finds only a small minority of Americans (19 percent) now think women should return to their traditional roles in society. But Pew also finds that most parents think that moms working part-time is ideal. Most parents experience work-life conflict. A 2002 Catalyst survey found 49% of working mothers who were not the sole breadwinner said they would leave their jobs if their husband earned enough money for the family to live comfortably.
Robin Marty writes on Care2, “The obvious problem [with the article], which Mom 101 points out so succinctly, is that it’s still assumed that women who blog are a homogeneous group that sit at home and write up their day to day moments raising their cherubic cheeked progeny in between folding the laundry, making the dinner and catching up on our soaps.”
The public fascination with the mommyblogger is that it’s a non-threatening fantasy of successful womanhood in the Digital Age. The media likes this message too. Part of us want to go back to that life. But since we also have the pressure to use all of our education and earn money (well, in truth, most of us have to earn more than a little money, but we’re talking fantasy here) what better, and more femininely appropriate way to do it than mommyblogging!
Dual-Income Parents: The Exhausted American Middle
Cross posted from BlogHer.com:
Back in the mythic 50s and 60s, housewives like Betty Friedan and Betty Draper were very bored. The Feminine Mystique opens with this description of an average housewife’s day: “Many women no longer left their homes, except to shop, chauffeur their children or attend a social engagement with their husbands.”
Contrast this to the average day of 2009’s Janice Ramos, featured in Joan Williams and Heather Boushey’s new study, “The Three Faces of Work-Family Conflict.”
Janice Ramos is a married, 30-year-old registered nurse who lives in a home she owns with her husband, a technician, and two children, an eight-year-old son and a 14-month- old baby. She works the night shift so she can be home with her kids during the day. Her husband, whose shift starts at 9:00 a.m., gets the children up and fed and takes
the baby to a neighbor’s and the older child to school. Janice arrives home at 8:30 a.m. after they have already left. She sleeps for five hours, then picks up the baby and meets her son at the bus stop around 3:00 p.m. She spends a few hours helping with homework and playing with the baby, and then goes to sleep when her husband returns from work around 5:00 p.m. She sleeps until 9:00 p.m., when she leaves to arrive at the hospital at 10:00 p.m.
Ramos is part of what Williams and Boushey call the “missing middle.” These parents, writes Lisa Belkin, are working “highly supervised jobs that often leave them one sick child away from being fired”; these are “Americans who are neither rich nor poor,” and “have a median annual income of $64,000, earning between $35,000 and about $110,000 a year. Their median income has fallen 13 percent since 1979 (in inflation-adjusted dollars).”
The middle is 53 percent of Americans, but the authors say because they are not as vocal and visible as professionals, the infamous “opt-out” group, or as desperate as the poor, they receive the least attention and even less help.
Time is a finite resource. Think of our lives are pies: pieces are divided between work time, home and family time and personal time. Cali Yost explains that conflict arises when our work and home time demands become so great that we simply run out of time. This is the state of many Americans.
Reading the “Three Faces” report is eye-opening and extremely sad because work-life conflict among all income levels is so pronounced. I was most struck by the phenomenon of “tag-team” parents like Janice Ramos in our new two-worker norm. In the study, exhaustion is a common theme of life in the middle. One parent says, “My daughter always wants to do things with me, but I’m too exhausted.”
Are you a tag-team couple? What effects does it have on your relationship and sense of well-being?
Lisa Belkin wrote, “Is work-life balance a luxury? In many ways, yes. Only those with both financial security and some control over their work lives have the freedom to recalibrate it.” Williams and Boushey’s report makes it clear that for married couples, time together as a family is a luxury, much less time for oneself. They also note that tag-team couples are between three to six times more likely to divorce.
Which leads me to the political hypocrisy of our legislators (almost everything I read these days leads me there). The U.S. is hostile to creating federal legislation that supports family-friendly workplaces — and it is this legislation that would help the tag-team parents, those caught in the middle.
Legislation that does exist helps poor women with childcare subsidies. Wealthier women can make more choices about their work and family lives. In either instance, as Williams and Boushey note, “The problem is viewed as not the lack of adequate public policies but rather the personal choices of a small set of mothers who are in families that do not look like most U.S. families. Politicians have actively used these narratives to reject moving forward on a work-family agenda.” Meanwhile, the majority of U.S. families soldier on, with little money, time or breathing room to spare.
Even more ironic?
“Nearly 60 percent of mothers in the middle work full-time or more, but only 42 percent of low-income mothers do. Both parents work full-time or more in more than half — or 51 percent — of all middle-income families as compared with only 15 percent of poor ones. The percentage of full-time work is slightly higher in professional-managerial families —- 57 percent -— but they can do all kinds of things to make life more workable.”
I’m a lucky professional example: The more money I make, the more money I willingly spend to outsource as much as I possibly can.
Families in the middle also pay more, percentage-wise, for childcare than do poor families or those at the top:
In March 2009 dollars, low-income families pay around $2,300 a year per child for childcare for children under age six —- about 14 percent of their income. Families in the middle average $3,500 a year —- six percent to nine percent of their income. Professional families pay about $4,800 a year —- three percent to seven percent of their income.
(Personally, I would be thrilled to only have to pay $4,800 a year for childcare -— I don’t know where that figure is from!)
The report concludes, “If one had to choose a single word to describe life in the middle, it might well be exhaustion.”
Exhaustion is no way to make America great again. The solution, says Williams, “is flexibility without retaliation” from employers. Carolyn Maloney has a bill before Congress: support her. Another key is culture change and recognition: Some hourly based companies with hourly workers DO use flexible work schedules. Working Mother Magazine, for the first time this year, is honoring them, as it has done for years with its “100 Best Companies” to work for.
PS: Listen to BlogHer’s Elisa Camahort Page interview Heather Boushey and Joan Williams.
Morra Aarons-Mele
www.womenandwork.org
Women Online: My new company
You can find the latest about me at www.wearewomenonline.com- my new company! I am the founder of Women Online, a consulting firm for companies and causes seeking to mobilize women online.
You can learn more about what I’m doing by listening to a podcast of a session I just did with the inestimable Lisa Witter. The Daily Gumboot did a nice write-up of our “She Spot” session.
“life is a community.” For women, everything on the web leads back to these words.”
Pretty much…
Listen in- What Do Kids Really Think About Their Working Parents?
Lisa Belkin just blogged about it here.
You can listen to Lisa, Ellen Galinsky and Dr. Joshua Coleman discuss here.
About Me
Morra Aarons-Mele utilizes social media strategies to help employers, employees and communities connect. She also consults with leading organizations on how women can use the internet for professional and personal development. In her spare time, Morra enjoys blogging about women and politics. Read her full bio >>
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