The Big Flip

There’s been a shift.

40% of American working wives now out-earn their husbands.  That number is projected to keep climbing, with more women earning college degrees than men now, and young women’s ambitions for high-paying jobs outstripping young men’s.  In 15 years, women are projected not just to close the income gap with men—but to reverse it and out-earn men on average.

But how do all these social shifts translate into the home, inside the bedroom?

Here are some sobering facts.

• Husbands whose wives make more money are 61% less likely to say they’re happy
• Wives who are primary breadwinners are also significantly less happy about their family lives than other women
• Men are 5 times more likely to cheat when they’re financially dependent on their wives
• Divorce is 40% more likely when a women makes over 60% of the family’s income

Much of the discussion around this topic so far has focused on the broader business and economic consequences of this shift.  All that is great for academics, economists and media pundits.  

But for the real women and men living these changes, no one has really dove in, to look at things from their perspective.  

No one is exploring the daily decisions, struggles and victories they face.  No one is asking the questions—big, small and unexpected—that they encounter as they navigate this new frontier of what it means to be a man, a woman, a couple, and a family.  Questions like…

What does it mean to be a good mom when mommy works?

What do we say, when people ask what I do/what my husband does?

Do I need some silk lingerie and girly dresses to balance out the power suits?   

How should one tackle the delicate topic of “pocket money” for the husband? 

Is there a more inspiring image of the stay-at-home dad than Mr. Mom?

That’s why we’re doing this. We want to dive into the lives of these brave men and women, and understand how their unusual family set-up affect the dynamics of power, love, sex, and parenting in their marriages and their families.  

Ultimately, we want to explore the question that keeps these women and men up at night:

WILL LOVE FADE, RESENTMENTS FESTER, AND MARRIAGES CRUMBLE IN THIS NEW SET-UP?

OR CAN LOVE ENDURE?

OUR MISSION

Understand what it takes for men and women to thrive, for love and happiness to endure, in this brave new world.

WHAT WE’RE CREATING

Here’s what we’re doing to fulfill our mission.

1. A 60-minute documentary film

Where we dive into the story of three families/couples with female breadwinners.

2. A digital inspiration magazine

Where we capture big ideas and thought-starters from the documentary in a visual book of insights.

WHAT MAKES THIS UNIQUE

We want to go beyond the numbers, and witness the emotional side of the story, the human side of the story, the practical everyday side of the story.

Because when this is the life you’re living, a bunch of academic studies and stats aren’t that helpful. But stories of others in similar situations are.

For more, check out our detailed presentation:

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