As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
36. When it comes
to household
shopping, is
your spouse:
SEASONED
VETS
LEADERS-
FOLLOWERS
DIVIDE &
CONQUERORS
AD-LIBBERS INDEPENDENTS STRESSED
SURVIVORS
A helpful contributor?
Anything but helpful?
Not reading my
spouse’s mind.
Too many
barriers to list.
It’s a possibility.
We share it.
One of us
definitely drives.
Is there any
other way?
Process?
What’s that?
Who’s
ultimately in
the shopping
driver’s seat?
Do you have a
clear process
for household
shopping?
What’s your
biggest barrier
to getting the
shopping done?
Will the way
you tackle
household
shopping
change in the
next 5 years?
Why change what
works perfectly?
WHICH TEAM TYPE ARE YOU?
.
.
.
. .
.
37. SEASONED
VETS
LEADERS-
FOLLOWERS
DIVIDE &
CONQUERORS
AD-LIBBERS
most common teams least common teams
confident,
organized & less
rushed
efficient
shoppers,
rely on lists
relaxed &
efficient, with
defined roles
laid back and
high-tech; use
online tools for
assistance
contributing to a
common mission
helping where
they best can
enjoying their
individual
contributions
indifferent; it’s a
necessary task
best
collaborators &
communicators
happy with
spouse’s level of
involvement
confident in their
designated roles
comfortable with
their un-process
lived with spouse
10+ years
both work full
time
most affluent younger couples
SHOPPING
STYLE
SHOPPING
FEELINGS
TEAMWORK
LIFESTAGE
FACTORS
TEAM
TYPES
STRESSED
SURVIVORS
frugal, inefficient;
rush through
shopping
a painful process
looking for ways
to hand it off
multiple young
children
INDEPENDENTS
disorganized &
unstructured
a stressful
obligation
dissatisfied with
spouse’s
involvement
both work full
time