With mothers controlling 85% to 90% of household spending, brands need to mesh with women’s recession-inspired concerns. Recent surveys indicate that moms have a whole new balancing act brought on by today’s economic concerns — managing basic needs, providing at-home affordable entertainment options and being green. Have you seen marketing materials that address the need to fill the grocery cart, have a little R&R and do it in an eco-friendly fashion? Have you adapted your brand?