Whirlpool Survey Finds U.S. Moms Applying Business Techniques at Home
Jan 20, 2004
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American homes are being run like businesses according to the first-ever "State of the Home" survey from Whirlpool(R) Home Appliances, unveiled during at the International Builders Show (IBS) in Las Vegas, NV, U.S., which runs from Jan. 19-23. APPLIANCE is in attendance at IBS.

With more women in the workforce than ever before, homes are being run with the help of computer scheduling and basic business technique focused on activities such as delegation, prioritization, and task completion.

"Today's moms are taking the techniques they've learned in the workplace and using them to great effect in the home," Stacy DeBroff, president of Mom Central, Inc., said in a Whirlpool press release. "With the growth of two-income families, a multitude of children's activities and households headed by singles, the only way that all the tasks can get done is if the household is organized. Moms are now using high-tech tools like such as Personal Digital Assistants (PDAs) and computer spreadsheets to run their homes efficiently."

Benton Harbor, MI, U.S.-based Whirlpool is using the term Chief Home Officer (CHO) to describe this new breed of home manager -- typically Mo -- who is taking on the role of delegating tasks and assigning responsibility within the family.

Whirlpool's "State of the Home" survey of 1,000 women found the following:

  • 95 percent of moms delegate household tasks to other family members.
  • Nearly 40 percent say they run their home similar to a business.
  • Almost two out of three (61 percent) rank themselves as "very efficient" in managing their homes.
  • More than one-half (58 percent) say they keep to-do lists at home for themselves and family members.



    The survey also found that the tasks CHOs most often delegated to other family members include the following: cleaning bedrooms (65 percent), doing dishes (62 percent), vacuuming (61 percent), and putting away groceries (57 percent).

    Whirlpool says it has seen this trend coming for several years and has used these insights to create products that meet the needs of the new generation of American households. "The CHO is at the heart of everything we do," said Jeffrey Davidoff, director, Whirlpool brand, in a written statement. "Every appliance we create is designed with her in mind. Our goal is for CHOs to feel that they can delegate the task to our products, and know the job will get done."

    Some such innovations include a washer that has been certified as being safe for laundering machine washable wool, an ice-dispensing system that creates more room in the freezer for items such as pizza boxes, and a cooking appliance which combines the speed of a microwave with the results of an oven.

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