What you need to know

Moms are under pressure in 2020 having to adjust their work, childcare and household routines due to the COVID-19 pandemic. While the challenges of parenting can be overwhelming, moms are solution oriented and are looking for advice, recommendations and support from family, friends and even brands. Although the difficulties moms face during this pandemic period can’t be ignored, brands should always remember that the joys of being a mom outweigh the challenges and highlighting the positive parts of parenting can bring buoyancy to their messaging.

Key issues covered in this Report

  • The impact of COVID-19 on moms.

  • Moms’ perception of their personal financial situation, as well as their outlook on the economy.

  • The difficult topics, such as racism and bullying, that moms are discussing with their children and how they are approaching these conversations.

  • What moms enjoy most about having a family.


In the Mintel consumer data references, moms are defined as female internet users aged 18+ who are parents/guardians to a least one child under the age of 18 in the household. Moms are defined differently in market data derived from the US Census Bureau (typically women aged 15-50 who have given birth).

Readers of this Report may also be interested in previous Reports of the same title from 2012-19, as well as related titles including Marketing to Hispanic Moms – US, September 2020 and Marketing to Black Moms – US, September 2020.

COVID-19: Market context

This Report was written July 22, 2020 – August 11, 2020. Consumer research was fielded in June 2020 and thus reflects consumer attitudes in the pandemic environment.

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US. 

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April, and non-essential businesses and school districts across the nation closed or shifted to remote operations. At the time of writing, all 50 states have relaxed restrictions, allowing businesses to operate with varying levels of social distancing measures in place. However, a resurgence of COVID-19 infections has driven some states to slow down or reverse course on reopening plans.

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