The flood of women into the job marketboosted economic growth and changed U.S. society in many ways. Many in-homejobs that used to be done primarily by women — ranging from family shopping topreparing meals to doing voluntary work — still need to be done by someone.
Husbands and children now do some of thesejobs, a situation that has changed the target market for many products. Or aworking woman may face a crushing "poverty of time" and look for helpelsewhere, creating opportunities for producers of frozen meals, child carecenters, dry cleaners, financial services, and the like.
Although there is still a big wage gapbetween men and women, the income working women generate gives them newindependence and buying power. For example, women now purchanse about half ofall cars. Not long ago, many cars dealers insulted women shoppers by ignoringthem or suggesting that they come back with their husbands.
Now car companies have realized that womenare potential customers. It's interesting that some leading Japanese cardealers were the first to really pay attention to women customers. In Japan,fewer women have jobs or buy cars — the Japanese society is still very muchmale-oriented. Perhaps it was the extreme contrast with Japanese society thatprompted American firms to pay more attention to women buyers.
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