No one knows for sure when the COVID-19 pandemic will end. The economic slowdown, not only makes husbands try to find various ways to survive, but also housewives.
The movement of housewives who took part in finding ways to survive the pandemic is a reflection of their enthusiasm to rise from this condition. They know that there are many needs that must be met, and with a pandemic like this, the process for meeting those needs is slowing down.
This point is one of the fundamental reasons why housewives finally step in to help their husbands meet all the family needs. For that reason, what do they want to achieve?
StratX KG Media conducted research with an online survey and got 146 respondents. This research was conducted on the grace period of 19 February – 22 February 2021. As a result, we found various interesting things that can be considered by brands to determine their next steps.
Housewives’ Interest to Have a Side Business
Instead of looking for additional income to meet their daily needs, housewives have a special interest in a side business. From the chat above, 43% expressed a desire to open their own business.
Having a side business for housewives does have many positive values. Besides being able to help meet the daily needs of the family, housewives can certainly prepare their needs for the future. Like preparing an emergency fund, savings for retirement, to a budget to pamper yourself.
It turns out that in addition to thinking about family, housewives also continue to think about themselves for the future. This can be a foundation for a brand that has a financial product or service to come as a housewife friend and help them achieve what they want.
Apart of the Needs of Money,
Housewives Also Need Knowledge
This pandemic condition makes housewives have to rack their brains to continue to be able to manage and fulfill their daily needs. The reason is, there is a shift in patterns that occur during a pandemic like this.
Most of them stated that the incoming money tended to be smaller than the expenditure, which was actually increasing. This is clearly a challenge for housewives in managing their finances in the family.
That’s what they want to a side business for. They know that there are needs that must be met so getting additional income is one of the ways that housewives take it.
From the explanation above, there are conditions that can be seen together if it turns out that housewives not only get money as income from their husbands, but also get additional money from their side business.
Related to the various goals they want, instead of having a certain amount of available money, housewives actually need the knowledge to manage them all.
From the graph above, it can be seen that housewives need knowledge such as financial literacy to be able to better manage family finances. Some of them stated that learning financial literacy could help them to do business better.
Based on the insights above, brands can enter with the role of friends and guides for housewives in learning financial management for families. Brands can prepare educational communication for them.
From an educational communication, brands can insert financial products or services related to financial literacy that housewives need. Being present as a friend or guide, of course housewives will see the brand as a reliable person, can be a place to accommodate questions, and of course they hope that the brand is the right solution to their desires.
What Guidelines Can Brands Offer?
To find out what brands need to prepare in educational communication, brands need to know in advance what are the concerns of housewives in managing their family finances and running their side business.
From the chart above, the concerns that come to housewives in managing their side business are the specifics in the rules of business management. Like not really understand how to promote, not understand business financial arrangements, and others.
Based on the insights above, in the educational communication prepared by the brand, it can include various things above that are concerns for housewives. Brands can prepare knowledge related to building and managing a side business until they get additional income from there.
In this educational communication, it is in this section that brands can include products or services related to housewives’ financial arrangements. They will see the brand as a friend, guide and provider of solutions to the problems they face.
Educational forms of communication can be in online training such as holding webinars, content on social media, and even brands an undertake submission challenges by providing a certain amount of capital that must be processed to become a side business and reward them when the business is successful and smooth.
By doing all this, the brand will be perceived as more than a friend and a solution provider, because the brand can touch them right in their hearts and feelings. Emotional approach like this can be one of the keys to the success of an approach.