Marketers are concerned with the roles performed by women, men, and children. Advertising to women increasingly reflects themes of increasing income and responsibility and drives for self-fulfillment and self-enhancement. Masculine roles increasingly reflect shared performance of household activities. The blurring of traditional gender roles that existed in the past may be creating androgynous consumers, especially among young, well-educated professionals. Children learn much of their consumption and buying behavior from parents and exert considerable influence on family purchases.