Roma – 10 luglio. Nel 2016 sono 7 milioni e 338 mila le donne italiane che si sono dichiarate casalinghe, con un’età media di 60 anni. Una categoria in diminuzione rispetto a 10 anni fa, quando ve ne erano 518 mila in più. Questo è quanto emerge dal report “Le casalinghe in Italia” pubblicato oggi dall’Istat.
Ma chi è la casalinga (e quella di Voghera)? A cosa si riferisce questa “etichetta” nel campo del marketing? Cosa sono gli Stili di Vita individuati dall’Eurisko? Continua a leggere se vuoi saperne di più!
Una categoria arrugginita
Oggi l’Istat ha pubblicato il report “Le casalinghe in Italia” in cui riporta dei dati relativi alle casalinghe italiane. In anni di disorientamento epocale, le vecchie categorie usate per definire le persone appaiono sempre più strette e imprecise.
Con l’aumentare dei mezzi di informazione, dell’istruzione, delle opportunità di ampliare i propri interessi, ci sono sempre più occasioni per sviluppare le diverse sfaccettature della propria personalità.
E le categorie tradizionali sembrano arrugginite.
Secondo il vocabolario Treccani, la casalinga è
Una donna che attende in casa propria alle faccende domestiche e non ha altra professione.
La casalinga di Voghera
Sull’espressione “casalinga di Voghera” (dalla città lombarda in provincia di Pavia) ne sono state dette molte, in termini sia positivi (saggezza popolare) che negativi (scarso
livello culturale). La Casalinga di Voghera è diventata oggetto di curiosità e di studio e le è stata dedicata una pagina su Wikipedia. Secondo la nota enciclopedia online, “Casalinga di Voghera”
E’ un’espressione idiomatica del lessico giornalistico, con cui si intende indicare un’immaginaria casalinga della piccola provincia, la cui figura rappresenta uno stereotipo della fascia della popolazione italiana piccolo-borghese del secondo dopoguerra, dal basso livello di istruzione e con un’occupazione lavorativa di livello molto semplice o umile. Benché umile, questa figura stereotipata, tuttavia, è portatrice di un’aura di “rispettabilità” per il senso pratico di stampo tradizionale di cui la donna è interprete.
Secondo l’immaginario comune, la casalinga è uno stile di vita fatto di routine e scarso interesse verso il mondo. Ma si tratta di un’etichetta, una categoria che pretende di descrivere la personalità di una donna (o di un uomo) e che fa sentire in grado di definire il mondo e le persone. Più sicuri quindi. Ma la realtà è ben più diversa e complessa.
La casalinga e il marketing: la Grande Mappa Eurisko
Dal punto di vista del marketing, esiste uno strumento che aiuta le aziende a distinguere le varie categorie di consumatori, e che aiuta a prendere decisioni strategiche e operative. Ci riferiamo alla Grande Mappa creata da Eurisko (istituto di ricerche di mercato) nel 1993. L’universo di riferimento è la popolazione italiana determinata dall’ultimo censimento Istat, e avente più di 14 anni.
La Grande Mappa è un universo geometrico immaginario suddiviso in 16 macrocelle, a loro volta suddivise in altre 144 micro areole. Ogni cella si riferisce a un ben preciso gruppo di persone accomunate da caratteristiche simili, e ognuna rappresenta circa il 6-7% della popolazione italiana.
La Grande Mappa individua diversi stili di vita. Il nome dato ad ogni stile di vita da Eurisko è arbitrario ma richiama (forse anche ironicamente) le abitudini che caratterizza quel determinato modo di vivere. Per quanto riguarda l’area che comprende atteggiamenti riscontrati maggiormente nella popolazione femminile, segnaliamo:
- L’élite femminile: tende ad avere un doppio ruolo (casa/ fuori casa) privilegiando la realizzazione personale
- Le donne doppio ruolo: hanno due aspirazioni principali e parimenti importanti: famiglia e lavoro
- Le frizzanti: un gruppo femminile moderno e giovane, a cui piacere uscire e che danno importanza al divertimento e alla cultura
- Le solide: la loro ragione di vita è la famiglia, anche se spesso lavorano (con l’obiettivo primario della famiglia), e sono l’evoluzione moderna delle casalinghe.
- Le resistenti: la famiglia è il centro del loro interesse (spesso è grande ed impegnativa) e vi si dedicano al 100%, ma talvolta riscontrano qualche difficoltà nella sua gestione quotidiana
- Le sognanti: un gruppo femminile giovane che sogna e aspira a gioie semplici e “classiche”, come il romanticismo, la bellezza, il divo, la famiglia e la sicurezza
- Le signore aperte: donne di età matura, con un buon reddito, molte delle quali vivono da sole o in coppie senza figli, sobrie ed equilibrate nella vita e nei consumi
- Le pacate: è un gruppo anziano, moderato, pacato che conduce una vita regolare, centrato attorno alla vita domestica e alla spiritualità
- Le insoddisfatte: sono donne mature o anziane, che riscontrano una situazione disagevole e complicata, e quasi la metà ha famiglie con 3 o più membri, e oltre ¾ non lavorano
- Le casalinghe partecipanti
- Le casalinghe chiuse
Tutti questi strumenti di marketing sono utili, da un lato, per individuare il target di un’organizzazione, scomporlo in segmenti più piccoli, e orientare al meglio le scelte strategiche e operative; dall’altro lato va detto che si tratta di “etichette” ideali, di modelli che cercano di descrivere il mondo ma, come già detto, la realtà è ben più complessa. L’importante è non arrugginire all’interno di uno dei modelli che la società quotidianamente ci propone.
Articolo di: Alice Palombarani
Scritto e pubblicato il: 10/07/2017
63 comments On FRA DATI ISTAT E MARKETING. LA CASALINGA DI VOGHERA E LA SUA EVOLUZIONE
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