Table of Contents
Executive Summary
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- There are nearly 4.5 million Black moms in the US
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- Figure 1: Estimated number of Black moms who have children younger than 18 living in the household, by age, 2014
- The issues
- Moms need help with carving out time for themselves
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- Figure 2: Black moms’ attitudes toward raising children, by single versus married, June 2015
- Her children are a reflection of her
- Her home is her castle, she needs help maintaining it
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- Figure 3: Black moms’ attitudes toward home, June 2015
- Black moms are sparse in advertising – May impact long-term sales for brands
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- Figure 4: Black moms’ attitudes toward targeted advertising, May 2014
- The opportunities
- Brands need to be seen and heard … relevancy and traditional approach is key
- Help her help herself
- Make her life more enjoyable, stress-free
- What it means
The Market – What You Need to Know
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- At 4.5 million, Black moms have strong impact on buying power in the community
- Half of households with children are headed by single moms
- Blacks enter motherhood younger than most, older moms not to be discounted
- 26% of Black population are children, and Black households have more
Black Moms by the Numbers
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- There are 4.5 million Black moms in the US, range of ages represented
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- Figure 5: Estimated number of Black moms who have children younger than 18 living in the household, by age, 2014
- Black households more likely than total population to have children
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- Figure 6: Family households with own children, by race and Hispanic origin of householder, 2014
- Black households more than twice as likely as Whites to be headed by women
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- Figure 7: Family households with own children, by race and Hispanic origin of householder, by type, 2014
Market Perspective
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- Black population growing at a faster rate than White population
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- Figure 8: Population by race and Hispanic origin, 2010-20
- Children younger than 18 account for one quarter of Black population
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- Figure 9: Black population, by age, 2010-20
- Black households have more children than White households
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- Figure 10: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
- Marriage rates low among Black women
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- Figure 11: Marital status of women aged 18 or older, by race and Hispanic origin, 2014
- Figure 12: Rate of interracial marriage among selected races, by race and gender, 2013
- More Black children born to unmarried women in 2012
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- Figure 13: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
Key Strategies – What You Need to Know
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- Culturally relevant advertising more important today than ever
- Digital media is nice, but traditional media still winning
- Legacy brands’ innovation maintains relevancy in competitive landscape
What’s Working?
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- Campaigns that speak to Black moms on a cultural level
- In living color… TV ads still reign
- Ads showing dads pull at moms’ heartstrings
What’s Struggling?
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- The idea of natural products is good in theory
- Multiracial household ads are polarizing… more work needed to attract masses
What’s Next?
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- Out with the new, in with the old
The Consumer – What You Need to Know
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- Moms need help with carving out time for themselves
- Her children are a reflection of her
- Her home is her castle, she needs help maintaining it
- Black moms don’t see themselves in advertising
Important Aspects of a Good Life
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- A good life is being spiritually fed…putting God first
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- Figure 14: Important aspects of a good life, Black moms indexed to all, June 2015
- Young moms focused on career, older moms focus on quality time
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- Figure 15: Black moms’ important aspects of a good life, by age, June 2015
Attitudes toward Motherhood
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- Being a good mom a big task, she couldn’t do it without the village
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- Figure 16: Attitudes toward motherhood, Black moms indexed to all, June 2015
- Older moms a little overwhelmed, but are more confident than younger moms
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- Figure 17: Black moms’ attitudes toward motherhood, by age, June 2015
- Independence, self-sufficiency taught early and encouraged at adulthood
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- Figure 18: Attitudes and opinions toward parenting, Black moms indexed to all, June 2015
- Young moms not looking forward to empty nest, expect kids to take care of them
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- Figure 19: Black moms’ attitudes and opinions toward parenting, by age, June 2015
Black Moms’ Self-Perceptions
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- Black moms are confident, optimistic, passionate and spiritual
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- Figure 20: Self-perceptions, Black moms indexed to all Blacks, April 2015
Balancing Family and Work
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- Working is a must, but she’s a queen not a servant. Quality time is her crown
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- Figure 21: Attitudes and opinions toward parenting, Black moms indexed to all, June 2015
- Younger working moms are more likely to work because they want to
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- Figure 22: Black moms’ attitudes and opinions toward parenting, by age, June 2015
Attitudes toward Home
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- Her home is her castle, her sanctuary of love and comfort
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- Figure 23: Black moms’ attitudes toward her home, June 2015
- Young moms loyal to brands she grew up with
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- Figure 24: Black moms’ attitudes toward her home, by age, June 2015
Household Chores – Responsibilities
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- She prevents chaos at home before it happens, kids and brands help
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- Figure 25: Black mom’s attitudes toward household chores, June 2015
- Younger moms and high-income households want more products to help with chores
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- Figure 26: Black mom’s attitudes toward household chores, by age, June 2015
- Everyone helps mom with chores, even kids under 12
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- Figure 27: Black moms’ perceptions of responsibility for household chores, June 2015
Important Values to Instill in Children
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- Black moms instill values that are deeply rooted in Black culture
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- Figure 28: Most important values to instill, Black moms indexed to all, June 2015
Children Through a Mother’s Eyes
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- Her child’s education is a priority… she’s a driving force
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- Figure 29: Attitudes toward parenting – Education/hard work, Black moms indexed to all, June 2015
- A strong disciplinarian… rewards and praise granted the same
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- Figure 30: Attitudes toward parenting – Affection/praise/discipline, Black moms indexed to all, June 2015
- Racial discrimination is a major concern. Cultural awareness and pride is important
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- Figure 31: Black moms’ attitudes toward culture and the cultural conflict on parenting, December 2013
Parenting Information Sources
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- Magazines are number one source for parenting advice
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- Figure 32: Parenting Information sources regularly used, Black moms indexed to all, June 2015
- Young moms turn to online sources – Social media more prevalent
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- Figure 33: Black moms’ parenting Information sources regularly used, by age, June 2015
Perceptions of Parenting Information Sources
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- Mom blogs help Black moms be a better parent and offer good advice
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- Figure 34: Correspondence analysis – Black moms’ perceptions of parenting information sources, June 2015
- Content is key to adding value – Must be informative, relatable and credible
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- Figure 35: Black moms’ perceptions of parenting information sources, June 2015
Purchase Influencers
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- Moms rely on kids, TV, online reviews, and word-of-mouth for brand selection
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- Figure 36: Black moms’ purchase influencers, June 2015
- Differences among Black moms by age warrant separate initiatives
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- Figure 37: Black moms’ purchase influencers, by age June 2015
Product Positioning Tactics Influencing Purchases
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- Savings are important, but moms want larger bulk sizes
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- Figure 38: Product positioning tactics influencing purchase, Black moms indexed to all, June 2015
- Figure 39: Product positioning tactics influencing Black moms’ purchase, by age, June 2015
- A good price is important… and she shares deals
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- Figure 40: Attitudes toward prices and shopping, Black moms indexed to all, June 2015
Attitudes toward Advertising
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- Black moms need to see themselves in ads, otherwise brand not for them
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- Figure 41: Black moms’ attitudes toward targeted advertising, May 2014
- TV is always on, great way to reach her
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- Figure 42: Attitudes toward parenting – TV and technology, Black moms indexed to all, June 2015
- Traditional media has greater impact than digital on purchase funnel
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- Figure 43: Effectiveness of advertising mediums on purchase funnel, May 2014
- Humor, creativity, and cultural relevancy drive appeal of ads
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- Figure 44: Attitudes toward parenting – Representations in the media, Black moms indexed to all, June 2015
- Young moms feel pressure to be in control, look good, and hide “dirty truths”
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- Figure 45: Black moms’ attitudes toward parenting – Representations in the media, by age, June 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Terms
- Correspondence analysis methodology
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