What you need to know

All moms are navigating the many curveballs that 2020 has thrown their way; however, many of these challenges are amplified for Black moms. Black moms are dealing with financial and lifestyle upheaval caused by the COVID-19 pandemic, while also feeling the need to address and educate their children on difficult topics like racism and discrimination. Even with these challenges, more than eight in 10 Black moms say they love being a mom and they continue to be optimistic about their children’s future.

Key issues covered in this Report

  • The impact of COVID-19 on Black moms, including their employment and financial situations.

  • How Black moms are discussing difficult topics with their children this year.

  • The networks Black moms rely on for parenting advice and support.

  • Black moms’ hopes for their children’s future.


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 Moms: Incl Impact of COVID-19 – US, August 2020 and Marketing to Hispanic Moms: Incl Impact of COVID 19 – US, September 2020.

COVID-19: US market context

This Report was written August 17, 2020-September 8, 2020. Consumer research was fielded in April 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 remaining in place through May, and in some cases June. During this time, referred to as lockdown, non-essential businesses and school districts across the nation closed or shifted to remote operations.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.

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