The Post-Soccer Mom†

Brandweek, June 23, 2008 — Hold the pickle, hold the lettuce—and, while you're at it, hold the Dodge Caravan carting the cartel of kids to the soccer game. Hold the culinary classes, too, and those oboe lessons for junior. In case nobody noticed, that mythical '90s personage known as the Soccer Mom is no longer with us. The domestic superwoman who balanced family and checkbook, put Bill Clinton in the White House twice—and, lest we forget, was the demographic darling of brand marketers everywhere—is gone.