Editor’s note: Rob Volpe is CEO and founder of consumer insight firm Ignite 360, San Francisco. This is an edited version of a post that originally appeared under the title, “The challenge is real for parents trying to work from home.” 

The pandemic fosters dreams of life returning to normal. That doesn’t mean it’s the normal that was, it’s the normal that’s yet to be.

Our Navigating to a New Normal study has found 18% of people want to go back to their lives exactly as they were before 2020. However, one group was slightly more desirous than the rest – parents who suddenly found themselves working from home due to COVID-19 (21%).

We decided to investigate.

Of the parents who suddenly found themselves working from home, it’s those with the highest income and education levels reporting the greatest impact. 

Looking at the charts below, we found that parents with a higher education level reported having a more serious/severe COVID-19 personal impact. Similarly, those parents with a higher household income level also indicated that they experienced a more serious/severe COVID-19 personal impact.

High income/higher education parents may be experiencing what could be described as a double whammy. For the first time, they are working and parenting full-time, at home. 

And the burden of keeping kids occupied while working from home goes to … mom!

For parents who normally WFH, keeping the kids occupied isn’t a big challenge. However, parents who are suddenly working from home due to COVID-19 are finding it hard with a capital H. And it is moms who are finding it the most challenging (61%).

It’s falling on moms to take care of the kids while working from home.

For the qualitative portion of our research, we invited our parent participants to do a short interview with their kids about the highlights of summer. Whether you have kids or not, we enco...