Reinvention With Intention

AT WORK | by ROBIN AVNI

THERE’S BEEN AN AWFUL LOT OF ATTENTION on the working woman as of late. Unfortunately, the prevailing archetypes have a sense of déjà vu: Over-scheduled mom balancing family, job and sanity; experienced senior manager and the glass ceiling; unemployed graduate finds herself without a job.

Downturn or not, women’s participation in the U.S. workforce has increased dramatically over the past 50 years. But to examine only this aspect of the workforce woman is to look merely at the shifting numbers and ignore the shifting sentiments.

The truth is while the household reliance on women’s salaries increases, the importance of having a career-focused life agenda is dramatically diminishing.

To be clear: Work does matter, as a gal has to pay the bills and maintain benefits. But here’s what also matters: children, family, hobbies, causes and corporate attitudes. Forget the 14-hour day.

This next step in the working women’s movement is being lead by those at the very beginning of their working lives who, in the process, will help redefine the culture. The path becomes more a journey — with expected stops along the way — not a direct trajectory.

It began with the revolution of the ’60s and achieved high visibility with the shoulder-padded career womenof the ’70s. But in 2010 there will emerge a new phase for women and work, and the frontline reinforcements are primed and ready.

After all, they are daughters of a revolution.

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EXCERPTED FROM 10 INSIGHTS FOR 2010 by Lifestyle Insights.
For more information: robin@robinavni.com.

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Edited by MOLLY MARTIN; image source: iSTOCKPHOTO.