From her ever-expanding social circle to the unique way she buys across categories, the chief executive officer of American households is wielding her consumer influence like never before. Her role as a broadcaster has greatly expanded, as 54 percent of all women agree, “I feel it is my responsibility to help friends and family make smart purchase decisions.”

These latest insights on female consumers were revealed in research conducted by Ipsos Mendelsohn as part of the fourth wave of Women, Power & Money – an industry-leading exploration into the lives and lifestyles of American women. Fleishman-Hillard partnered with Hearst Magazines because of the company’s in-depth knowledge of the contemporary woman.

“During the past few years, we have watched the evolution of women and their sphere of influence,” said Nancy Bauer, senior vice president and senior partner, Fleishman-Hillard. “Simply put, when it comes to the dynamics of today’s marketplace, women have changed the marketing communications game. The 2012 female consumer is a valuable broadcaster and an amplifier of ideas in the marketplace.”

Her role as the family leader has magnified and continues to evolve. It’s less about taking it all upon her own shoulders and more about “leading the team.” Amid the economic adversity that is at the core of her concerns, she is taking even greater control, honing in on priorities and delegating with greater authority. From a political standpoint, women who identified as Republicans indicated those priorities to be their children’s future, household budget and child care, while Democrats indicated their core concerns are unemployment and jobs, healthcare and the economy.

“We all must realize that today’s American woman has integrated a pragmatic and purposeful approach to the decision-making process for products and brands alike,” said Marlene Greenfield, vice president, executive director of research, Hearst Magazines. “Therefore, it is important to incorporate more substance and less sizzle when communicating with her. What’s more, crafting the right message and identifying the right media mix requires an in-depth understanding of the target segment and category involved.”

Almost as important as how she makes purchase decisions is who she tells before and after the sale. In 2011, more than 50 percent of women surveyed claimed to regularly influence friends and family to buy or not buy a product or service. In 2008 that number was only 31 percent. Research also showed that women use their growing social interaction and influence in a positive manner. According to the study, women are using all of the communications tools in their arsenal, hoping that collaboration will result in a better decision, for herself and those she connects with.

• 33 percent had recommended a product or service in the past six months; while 19 percent recommended that someone not buy a specific product or service. 

Social networking channels play large and growing roles in the expansion of a woman’s networks and in her everyday life. In less than 12 months, the number of brands a woman follows on Facebook has increased by 12 percent. In addition, the study found:

• 73 percent of women now use Facebook, compared to 65 percent in January 2010
• The average respondent reported having 187 friends, compared to 130 friends in 2010
• 65 percent of women are a friend/fan of a company, brand or product on Facebook, compared to 52 percent of men

Study organizers believe the increased influence of female consumers – combined with an arsenal of new tools and their inherent desire to share what works with others – has evolved the modern marketplace to an extent that established brands need to take notice.

Game-Changers: Women Defining the New American Marketplace was conducted via a 20-minute online survey from Sept. 8 – 15, 2011, among 1,270 women in the U.S. aged 25-69 with an annual household income of $25,000 or more. For comparison purposes, 263 men were also surveyed.

To download the full report, please visit http://fh.pr/womenpowermoney

The Knights of Columbus-Marist Poll found that 79 percent of Americans say that they would not allow abortion after the first three months of pregnancy. 51 percent would only allow abortion – at most – in cases of rape, incest, or to save the life of the mother – or would not allow it at all. The numbers have held up over time as well and are almost unchanged from two years ago.

“Almost four decades after the Supreme Court’s decisions in Roe v. Wade and Doe v. Bolton, which resulted in the almost totally unrestricted abortion regime of today, these decisions continue to be out of step with the vast majority of Americans,” said Carl Anderson, Supreme Knight of the Knights of Columbus. “Far from being settled law, the inadequacy of the Court’s reasoning on abortion in Roe and Doe is readily apparent to most Americans. Once a survey moves beyond the labels of pro-life and pro-choice, we see a fundamental unity among Americans in favor of significant abortion restrictions.”

In addition, the survey found that Americans (84 percent) believe that laws can protect both the life of the unborn and health and well-being of women. That number was consistent with – and slightly higher than – findings two years ago when the number who said both could be protected was 81 percent.

The questions on abortion were part of a broader survey, which will be released in February.

This report details the findings from a telephone survey of 1,053 adults residing in the continental United States. Data were collected from December 15, 2011 through December 27, 2011 using an online, probability-based panel from Knowledge Networks, Inc. Reports for adults have a margin of error within +/- 3 percentage points.

Probably not, according to a recent study commissioned by Playtex, surveying moms and moms-to-be on their germ-related knowledge. The survey revealed that the majority of moms scored in the ‘D’ range – meaning that most don’t make the grade when it comes to minimizing the spread of germs in the nursery.

According to the survey, most moms have the basic germ knowledge down pat. Nearly all respondents (95% of new moms and 97% of expectant moms) correctly answered that it is best to wash your hands after every single diaper change. Similarly, 87% of both new and expectant moms recognized that there is no such thing as the “five second rule” and correctly identified the rule as a myth since germ transfer is instantaneous.

However, moms’ germ knowledge seriously faltered on detecting and disinfecting germ hot spots in the nursery – areas where most bacteria typically gather including the floor, changing table, toys, and laundry hamper. And according to Dr. Benjamin Tanner, a germ expert and microbiologist who partnered together with Playtex for this study, putting an emphasis on cleaning these spots is a key element in helping to keep the nursery as germ-free as possible.

According to the survey, only about half of those surveyed (49% of new moms and 51% of expectant moms) correctly answered that germ hot spots should be disinfected at least once daily. And only about a third (32% of new moms and 35% of expectant moms) was aware that the changing table is the nursery’s number one germ hotspot.

Moms’ knowledge further faltered when asked about the best ways to eliminate germs and knowing whether or not those germs can be harmful to their baby. Less than half (47%) of new and expectant moms polled knew the correct amount of time a disinfectant must remain wet on a surface to effectively do its job, and a majority (53%) of those surveyed incorrectly thought that exposing children to germs strengthens their immune systems.

To help moms brush up on their germ knowledge and pass with flying colors, Playtex partnered with Dr. Tanner to educate moms on simple things they can do to keep their nurseries clean.

“Keeping the nursery as clean and as germ-free as possible is such an important aspect for most parents,” said Dr. Tanner. “But when we surveyed moms, we found that they generally aren’t aware of the best ways to do it. The good news is, with the right knowledge, keeping germ levels to a minimum in the nursery is much easier than most moms think.”

To help moms improve their germ knowledge and simplify their nursery cleaning routines, Dr. Tanner developed a number of simple steps including:

• Disinfect germ hot spots (floor, changing table, toys and laundry hamper) at least once a day to kill any harmful bacteria that may be lurking. Make sure to focus on these key areas more than others when disinfecting in the nursery.
• Develop a mess-free changing routine that incorporates the Diaper Genie Elite® Disposal System. Its built-in antimicrobial protection inhibits odor causing bacteria, and its convenient foot pedal makes for an easy, hands-free disposal, helping to minimize the spread of germs in the number one germ hotspot in the nursery: the changing table.
• Use an EPA-registered disinfectant when cleaning and always allow it to remain wet for 5-10 minutes before wiping to let it do its job. Afterwards, wipe the surface down with water to get rid of any chemical residue that may irritate your baby’s skin.
• Keep a separate hamper in the nursery specifically for heavily soiled baby laundry. These clothes should be washed using hot water, which will help prevent bacteria from spreading in the wash.
• The belief that exposing children to germs strengthens the immune system is a major misconception. Germ exposure should always be avoided!

“In a typical day most moms spend three or more hours in the nursery with their little ones, which makes it essential that it’s a clean place,” said Carolyn Turoczi, Brand Manager at Playtex. “Creating a space that is as germ free as possible doesn’t need to be an overwhelming task. In fact, using the Diaper Genie Elite Disposal System is a perfect way to help moms establish a less messy diaper changing routine, which is especially important as the changing table is the number one way germs are transferred to baby’s skin.”

For more of Dr. Tanner’s tips and information about the Diaper Genie Elite® Disposal System, visit www.playtexbaby.com.

Best Celebrity Girl’s name: WILLOW SAGE HART, P!nk & Carey Hart

Best Celebrity Boy’s name: MASON EVAN SMITH, Ne-Yo (real name Shaffer Smith) and girlfriend Monyetta Shaw

Worst Celebrity Girl’s name: ZUZU AUDREY PETERSON, Tania Peterson and husband Phil

Worst Celebrity Boy’s name: a tie!

BEAR BLU JARECKI, Alicia Silverstone and husband Christopher Jarecki

and

MOROCCAN CANNON, Mariah Carey and Nick Cannon

“Celebrity parents have a huge influence on baby name trends,” says BabyNames.com founder & CEO Jennifer Moss. “As long as the names aren’t too far out, you could see celebrity-chosen names hitting the top ten within a year.” Moss also stated that the name Harper — used by Neil Patrick Harris, Tiffani Thiessen and Victoria and David Beckham — is now #10 on the most popular baby names of 2011.

To see the full list of the top baby names of the year, visit BabyNames.com.

The survey, which was commissioned by Identigene, the largest direct-to-consumer DNA paternity testing laboratory and makers of the Identigene DNA Paternity Test, the only paternity test available at the drug store, reveals that more than one in 10 (11 percent) adults ages 18 years and older said they have personally been in a situation where a paternity test was appropriate; and nearly one in five (18 percent) said that they or a close friend or family member have questioned paternity. 

The results of the survey help to uncover the prevalence of paternity questions in the U.S., as well as adults’ intentions to identify biological fathers in the new year. Fifty-one percent of adults with paternity questions either plan to address their question in 2012 or would like to but are not sure where to start. Men with paternity questions are twice as likely (51 percent) than women (25 percent) to address paternity in 2012.

New Year Prompts Action

The research helps to confirm a trend Identigene has noticed since it launched the Identigene DNA Paternity Test in retail pharmacies in 2007. Each year the company experiences a spike in first quarter sales, something it attributes, in part, to New Year’s resolutions.

“The new year definitely seems to trigger many adults with paternity questions to take steps to address their question,” said Steven Smith, executive director for Identigene. “We want adults with paternity issues to know they are not alone and there are many others looking for answers, too. But most importantly, it’s vital for them to know that addressing a paternity question is not only a responsible step to take, but a thoughtful and caring decision, as determining paternity can provide many valuable benefits for all involved.”

Why Knowing Is Important

Although the specific reasoning for paternity testing varies from person to person, the benefits of confirming paternity are multifaceted and far reaching. In the survey, three in four adults (77 percent) said they believe it’s important for a child to know his or her biological father. From emotional and health benefits to financial welfare, paternity answers can have many important and positive impacts for children.

“Knowledge is empowering,” said Smith. “It’s important for children and families to know the truth about paternity, as it can impact a child’s health as well as their emotional health and well-being for years to come.”

A Fast, Reliable and Accurate Solution

The Identigene DNA Paternity Test provides consumers with a simple and straightforward way to test paternity. After customers purchase the test kit from their local drug store, they provide a sample of cheek cells collected from the child, the mother and the alleged father. The sample swabs, consent forms and a lab fee are then sent to Identigene for processing in their AABB and LAB accredited testing facility. Results are made available online to customers within two business days for fast, confidential and affordable answers.

Identigene provides information and many resources for those with paternity questions on its website, www.identigene.com, and through its Facebook page, www.facebook.com/identigene, and Twitter handle @Identigene. It also provides a toll-free customer service line to help customers and answer questions regarding the test kit or the testing process.

“We encourage those with questions to utilize these resources to help get them the information they need to make an informed decision,” said Smith. “We know the importance of paternity answers, and we are here to help our customers through each step of the testing process.”

Prenatal care not only helps ensure those complications are caught early and treated, but can help prevent premature births. To support proper prenatal care and help women deliver healthy babies, TriWest Healthcare Alliance is now offering a new resource for military families who are expecting:

The Pregnancy and Parenting Portal.

The new pregnancy and parenting portal located at www.triwest.com/pregnancy connects military families to helpful information for various stages of pregnancy, as well as for adoption. Different from other pregnancy sites, the TriWest portal offers information on TRICARE coverage and locating a nearby military clinic.

The portal includes:

• Before Pregnancy: Tips to get ready for being pregnant
• New Baby and Child Care: Resources for well-baby care, safety, emergency care, stages of development
• During Pregnancy: Information to keep both mom and baby healthy during pregnancy
• Tools for New Dads: What to expect during the pregnancy and keeping involved
• After Delivery: Resources to help keep you and your baby healthy and safe
• Adoption: TRICARE benefits information; military adoption resources

In addition to educating families on the importance of prenatal care, the portal provides access to resources for early childhood development, creating a safe and hazard-free environment and well-baby care.

“This can be a very happy, busy, and possibly emotional time for a military family,” said Dr. Frank Maguire, Senior Vice-President of Health Care Services and Chief Medical Officer of TriWest. “The Pregnancy and Parenting Portal was developed to help educate families on the importance of prenatal care, as well as smooth the transition of welcoming a new child into the world.”

Find the new Pregnancy and Parenting Portal at www.triwest.com/pregnancy.

BabyNames.com

What creates baby naming trends? According to Jennifer Moss, Founder and CEO of BabyNames.com, it could be anything from pop culture to celebrity babies.

“Recently I’ve seen many TV characters influencing baby names,” says Moss. “Charlotte is, of course, from Sex and the City. Other TV names in the top 100 include Aria and Ezra, characters from Pretty Little Liars as well as Finn, Quinn and Noah from Glee.”

Celebrity baby name choices also affect naming trends, says Moss. “Neil Patrick Harris, Tiffani Thiessen and the Beckhams all chose the name Harper for their baby girls, and now the name is in the top ten. I wouldn’t be surprised if it eventually hits number one.”

Moss also predicts that boys’ names are going to become more unique. “Parents are even getting creative with the Biblical names,” says Moss. “Instead of the more common names like Joseph, David or Michael, we’re now seeing names like Levi, Caleb and Eli becoming more popular.”

As for the girls’ names, parents are sticking with the traditional. “Old-fashioned, feminine names for girls are still in vogue and will be for at least two to five more years,” says Moss.

BABYNAMES.COM’S TOP 10 BABY NAMES FOR 2011

GIRLS

1. Charlotte
2. Sophia
3. Amelia
4. Olivia
5. Ava
6. Lily
7. Emma
8. Scarlett
9. Audrey
10. Harper

BOYS

1. Liam
2. Noah
3. Aidan
4. Jackson
5. Caleb
6. Oliver
7. Grayson
8. Ethan
9. Alexander
10. Owen

One of the parenting tips that work best is giving your children quantity and quality time. When you spend time with your kids, try to engage them in meaningful conversations. Try to build fun and healthy communications and relationships while the kids are young.

In many homes, parents do not really talk to their kids when they are young. But when the kids become teens, these parents desperately want to talk to their teens. But the opportunity is not there anymore. Try not to become average parents. According to statistics, an average American parent spends less than fifteen minutes a week in serious discussion with their children.

Practice and develop good habits. It is important that you push your kids to exercise their faith and put into action the lessons that they have received. For example, it is one thing to learn about charity and caring, but it is another thing to volunteer some time to visit nursing homes and serve the elderly. Or participate in building a house for the poor.

Aristotle, the famous Greek philosopher, said that virtues are acquired by the development of habits. At first it may feel like a duty to maintain good habits but it will become easier as time goes by, and soon they will exercise good habits effortlessly.

Be a good role model. It is hard trying to teach children something when we do not do it ourselves. When they hear you lying about something, what kind of message are you sending to your children? Because action speaks louder than words, your kids will probably imitate our good and bad habits more than listening to our words.

Be involved parents. Involved parents are parents who monitor their kids’ media consumption, know whether the teachings in school are in line with their values and are acquainted with their friends. You should have a good rapport with your kids. Nobody is perfect but the more you become involved in your children’s lives, the better your chances of raising them to be good citizens.

Have a strong and healthy relationship. Having a strong and healthy marriage or relationship is not only good for you but also for your children. A thriving family unit is a good deterrent for anti-social behavior.

One thing for sure: it is hard enough to raise a child with two parents, let alone a single parent. Research shows that two years after a divorce, many boys have trouble concentrating, do poorly on intelligence tests, and have difficulty with math. Should your relationship break down ensure that your children continue to have full support from both parents.

Get connected with other parents. We need support and encouragement from other parents and you’ll no doubt learn new parenting tips from them. It is good to know that you are not the only ones who may be struggling. You can encourage one another to hang in there and continue to do the right thing.

If you are interested, you will need to decide which type of party you would like to have.  In general, a large number of party hosts like to plan parties that are only for adults or those that are only for kids. As nice as it is to plan a party just for kids or just for adults, it is sometimes difficult to do. There will likely always be parents who won’t want to part with their kids, even just for a few hours. That is why you may want to think about hosting a Thanksgiving party that is designed for individuals of all ages.

When it comes to hosting an all ages Thanksgiving party, you will likely find that a little bit more work is involved. This is because you do not need to plan for a specific group of individuals, but two different groups.  You will want to make sure that your Thanksgiving party has activities that target the adults, as well as the children.  That is why, sometimes, a little bit more preparation is involved; however, that extra preparation will likely make your Thanksgiving party that much more enjoyable.

As previously mentioned, you will need to have activities that target both adults and children.  You may want to develop party games that can be played with both adults and children or different games for each. You will likely find that if and when children are occupied with something, the adults can enjoy a different activity.  You can easily purchase board games, for both adults and children, at your local department store.  If you are looking for low-cost game or entertainment ideas, you can easily find a large number of suggestions online. This can easily be done with a standard internet search.

In addition to entertainment, you will also need to think about the food. In most cases, you will find that children and adults like to eat and drink different things.  Drinkwise, it is always a good idea to have nonalcoholic drinks on hand because not all adults like to drink alcohol. In addition to soda, which is a common party beverage, it may also be a good idea to have to have plenty of water or juice drinks on hand. As for food, you may also want to create a couple of side dishes or snacks that target children.  If you do not have any children, it may be a good idea to get food and snack suggestions from other parents or online. As with entertainment ideas, you can easily find kid approved recipes online, with a standard internet search.

If and when you make the decision to host a Thanksgiving party for individuals of all different ages, it may be a good idea to let your guests know.  When it comes to parties, even holiday parties, many guests assume that they should come alone.  For the best balance, between children and adults, it may be a good idea to encourage your guests to bring their children. In fact, having other children present may help to keep the other kids happy and occupied.

The above mentioned Thanksgiving party planning tips are just a few of the many that exist.  As you can see, there are a number of different ways that you can benefit from or go about planning a Thanksgiving party for both adults and children.

Holidays occur throughout the year but Americans don’t look forward to each with the same amount of anticipation.

When asked to think about all the holidays that occur during the calendar year and say which one is their favorite, Christmas came out on top for U.S. adults, followed by the uniquely American holiday of Thanksgiving.  Third on the list is Halloween.

These are some of the results of The Harris Poll of 2,462 adults surveyed online between September 12 and 19, 2011 by Harris Interactive.

Rounding out the top five favorite holiday list is another patriotic day as Fourth of July comes in at number 4, followed by the Christian celebration of Easter at number 5.  The second half of the top ten list is dominated by non-religious holidays, with New Year’s at 6 and the bookends of summer, Memorial Day and Labor Day, at 7 and 8 respectively.  And, the number 9 most popular mention when Americans were asked to name their favorite holiday is a different day for everyone as many people responded with “my birthday”!  Tied for number ten on the list is Valentine’s Day and the Jewish celebration of Hannukah—the only non-Christian religious holiday to make the Top 10 list for Americans.

Favorites for Different Groups

It seems American preferences do not vary too much in terms of favorite holidays – the top two favorites for every generation as well as both men and women are Christmas (1) and Thanksgiving (2).  However, the third favorite holiday does vary somewhat: younger adults, Echo Boomers aged 18-34 and Gen X aged 35-46, both have Halloween as their third favorite, as do women.  Older adults—Baby Boomers aged 47-65 and Matures aged 66 and older—as well as men – rank the American Independence, or Fourth of July, as their third favorite holiday.

So What?

There are many holidays – religious, secular, personal and patriotic – that occur during the calendar year.  While all Americans may not observe each one, everyone has at least a few days that they look forward to.  And, even if a particular holiday is not one that you personally celebrate, those days can be good times to visit with family or friends, possibly have a day off from work, and maybe even learn about someone else’s traditions.  Happy holidays!