The other day I ran into my 30-something neighbor who looked happier and more radiant than usual. I couldn’t resist asking her what was going on, not only because I wanted to know what had made her so happy but because I wanted some of what she has.

Turns out what she had that day was freedom. Her husband was on a two-week business trip and her mother had taken the baby for the day. What did she do with her freedom? She got her hair done, bought some new accents for her home, and then went food shopping to fill her refrigerator with her favorite things.

For young moms, freedom can be shopping alone. Freedom means different things for newly independent millennials and untethered boomers.

Do you know what freedom is to your target market?

Freedom: it’s my favorite F word. What’s yours?