Are Breadwinner Moms Becoming More of the Mainstream?

According to a story in the Daily Finance, advertisers  are turning their attention to stay- at-home dads.

In the 1970s, advertisers  turned their attention to women who were just making an entrance into the business world, Daily Finance reports. It uses as an example Enjoli perfume’s attempt to capture the attention of female consumers. The well-known commercial featured a woman in a business suit who bragged that she could "Bring home the bacon ... and fry it up in a pan."

According to a recent survey by the Pew Research Center, women are now the sole or primary wage earner in 40 percent of households with children aged 18 or younger. They are now known as "breadwinner moms."

Conversely, surveys also show that an increasing number of men are becoming the primary shoppers for their households. According to the Daily Finance a 2011 survey by advertisers Allen and Gerritsen revealed that 40 percent of the studies male respondents reported that they are solely responsible for grocery shopping for the household. Huggies reportedly missed the trend when it released an ad with bumbling fathers trying, not very successfully, to take care of the children. A backlash from dad bloggers had them pulling the ad and releasing a more hands-on-dad friendly one. Other companies reportedly learned by Huggies’ mistake.

So has the tide turned? Is the family dynamic with the woman as the primary breadwinner well on the way to becoming the norm rather than the exception?