Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues and opportunities
- Older Millennial moms represent the average Black Mom
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- Figure 1: Profile of Older Millennial Black moms to all Black moms, July 2018
- She would love to relax alone, but will entertain the kids to more spend time with them
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- Figure 2: Black moms’ time, July 2018
- Black moms want to change course for a better life
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- Figure 3: Moms’ dreams for herself, Black moms indexed to all moms, July 2018
- Black moms make all the purchase decisions for their kids
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- Figure 4: Moms and purchasing decisions, by relationship, July 2018
- What it means
The Market – What You Need to Know
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- Three in 10 Black females are moms
- The Black birth rate continues to drop overall, but is rising among older women
- One third of Black moms have never married
- Most Black moms have some college credit, but more schooling may not lead to higher incomes
Black Moms by the Numbers
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- There are five million Black moms in the US
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- Figure 5: Estimated number of moms who have children younger than 18 living in the household by race/Hispanic origin, 2017
- Black birth rate is falling similarly to the total population
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- Figure 6: Birth rate, by race/Hispanic origin, 2007-15
- One third of Black households include children under 18
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- Figure 7: Households with related children, by race/Hispanic origin, 2017
Market Perspective
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- Nearly half of Black children live with their single mom
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- Figure 8: Living arrangements of children under age 18, by marital status of parents and race/Hispanic origin, 2017
- Births rate among older Black Millennial moms on the rise
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- Figure 9: Birth rate by age among Black females, 2010-16
Market Factors
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- Black moms’ educational attainment continues to rise, but remains lower than the average
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- Figure 10: Percentage of children ages 6-18, by residential mother’s educational attainment and child’s race, 2005-15
- Advanced educational attainment leads to greater, but not equitable, earnings
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- Figure 11: Average annual earnings of women, by educational attainment, by race/Hispanic origin, 2016
Key Trends among Black Moms
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- TV commercials featuring Black moms in interracial partnerships are on the rise
- Black moms (and dads) demand authentic representation for their kids’ benefit
- Black Millennial moms seek to create safe spaces to have unfiltered, open dialogue
What’s Happening?
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- Black moms’ increased casting in television commercials
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- Figure 12: Clearblue ovulation test system, 2017
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- Figure 13: P&G/Tide Pods, 2017
- Figure 14: DSW, 2018
What’s Struggling?
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- Black children’s safety remains a top priority among Black moms
What’s Next?
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- Mintel Trend – Decline of Deference
- Black moms (and dads) use business solutions to address kids’ self esteem
- Black Moms’ social media group pushes toy manufacturer to restart doll production
- Mintel Trend – Open Diary
- Social “safe spaces” for Black moms
The Consumer – What You Need to Know
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- Older Black Millennial moms represent the average mom
- Smartphone ownership is ubiquitous among Black moms
- Technology makes moms’ lives easier to manage
- If she can find time, Black moms choose to relax alone
- Black moms would spend time and money to overhaul her life if possible
- Black moms unilaterally make purchase decisions for the kids alone
Characteristics of Black Moms by Generation
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- Most Black moms are older Millennials
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- Figure 15: Black moms by Generational group, July 2018
- Younger Black Millennial moms are raising their kids alone in the home
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- Figure 16: Profile of younger Millennial Black moms to all Black moms, July 2018
- Older Black Millennial moms represent the average Black mom
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- Figure 17: Profile of Older Millennial Black moms to all Black moms, July 2018
- GenX and older Black moms have more support in the home
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- Figure 18: Profile of GenX and older Black moms to all Black moms, July 2018
Black Moms and Technology
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- Personal tech ownership trumps communal devices
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- Figure 19: Moms and technology in the home, July 2018
- Little difference in tech ownership across generation, except for streaming content devices
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- Figure 20: Moms and technology in the home, by generation, July 2018
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- Figure 21: Cable TV subscriptions in the household, total vs Black moms, trended 2013-18
- Household income dictates ownership of shared entertainment devices
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- Figure 22: Moms and technology in the home, by household income, July 2018
- Tech use is primarily for her personal enjoyment and shopping
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- Figure 23: Moms and personal technology, all moms indexed to Black moms, July 2018
- Tech is more multifunctional for older Black Millennial moms
- In their own words…
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- Figure 24: Moms and personal technology, by generation, July 2018
- Tech use increases alongside household income
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- Figure 25: Moms and personal technology, by household income, July 2018
- Tech helps busy moms keep track of the family’s and kids’ activities
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- Figure 26: Moms and personal technology, by age and number of kids in the household, July 2018
Black Moms’ Time
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- If Black moms can find time, they prefer to relax alone
- In their own words…
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- Figure 27: Black moms’ time, July 2018
- Married and single Black moms share personal space and household responsibility
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- Figure 28: Black moms’ time, by marital or partnered status, July 2018
- Moms with school-aged kids do things alone, but try to engage them with fun activities
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- Figure 29: Black moms’ time, by age of kids in the household, July 2018
- Older Millennial moms mostly seek relief by themselves, but will hang out with other adults
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- Figure 30: Black moms’ time, by generation, July 2018
Black Moms’ Dreams
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- Black mom’s love for her kids exceeds pragmatic expectations
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- Figure 31: Moms’ attitudes toward her children’s success, July 2018
- High household income generates more choices
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- Figure 32: Moms’ attitudes toward her children’s success, by income, July 2018
- Black moms’ desire for self-improvement driven by her need to support her family
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- Figure 33: Moms’ dreams for herself, Black moms indexed to all moms, July 2018
- Young and affluent Black moms are ambitious, older moms seek greater validation
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- Figure 34: Moms’ dreams for herself, by generation, educational attainment and household income, July 2018
- Struggling moms have concrete needs to make their families’ lives better
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- Figure 35: Moms’ dreams for herself, select demographics, July 2018
Purchase Decision Responsibility
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- Moms. Do. Everything.
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- Figure 36: Moms and purchasing decisions, by relationship, July 2018
- Married moms make everyday financial decisions on her own
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- Figure 37: Moms and purchasing decisions, by marital status, July 2018
- Lower-income moms bear the financial burden on their own
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- Figure 38: Moms and purchasing decisions, by household income, July 2018
- Moms release some control to her teenagers; school kids must follow her direction
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- Figure 39: Moms and purchasing decisions, by age of kids in the household, July 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 40: Cable TV subscriptions in the household, total vs Black moms, trended 2013-18
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