Table of Contents
Executive Summary
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- Top takeaways
- Target audience overview
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- Figure 1: Living arrangements of Black children under age 18, 2018
- Impact of COVID-19 on Black moms
- Concerns over risk of exposure
- Concerns over financial impact
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- Figure 2: Short-, medium- and longer-term impact of COVID-19 on Black moms, September 2020
- Opportunities and Challenges
- Create space for Black moms to find community
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- Figure 3: “I have made new mom friends,” by race and Hispanic origin, June 2020
- Provide expert brand advice
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- Figure 4: Tell us how you really feel – advice, Black moms indexed to all moms, April-June 2020
- Reflect Black moms’ positive parenting perceptions
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- Figure 5: Parent associations, by myself, my mom and my dad, June 2020
- Help Black moms prepare their children for the future
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- Figure 6: Hopes for the future, Black moms indexed to all moms, April-June 2020
Target Audience – What You Need to Know
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- Black moms are the head of household
- Black moms are engaged on social media
- Black moms are looking for support and advice
- Black moms are feeling the impact of COVID-19
Black Moms by the Numbers
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- Black families make up 14% of American families
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- Figure 7: Households with related children, by race of householder, 2018
- Figure 8: Family formation, April-June 2020
- A shrinking birth rate among Black moms
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- Figure 9: Percent change in number of births, by race and Hispanic origin of mother, 2018-19
- Single moms are the most common household type
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- Figure 10: Living arrangements of Black children under age 18, 2018
- Providing a safe environment
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- Figure 11: “My child is growing up in a safe environment” – CHAID – Tree output, April 2020
- Black moms are working hard
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- Figure 12: Employment, Black moms indexed to all moms, April-June 2020
Market Opportunity: Moms on Social Media
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- Black moms are engaged on social media
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- Figure 13: Social media weekly visits, Black moms indexed to all moms, April-June 2020
- They are OK with their kids’ engagement with technology
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- Figure 14: Tell us how you really feel, Black moms indexed to all moms, April-June 2020
Market Opportunity: The Moms Network
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- Black moms connect to other moms at work
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- Figure 15: “I have made new mom friends,” by race and Hispanic origin, June 2020
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- Figure 16: Mom friends, by age and employment, April 2020
- Black moms are looking for advice
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- Figure 17: Tell us how you really feel – advice, Black moms indexed to all moms, April-June 2020
- Black moms seek more community
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- Figure 18: Stories of black motherhood, August 2018
Impact of COVID-19 on Black Moms
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- Risk of COVID-19 exposure heightened for Black moms
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- Figure 19: Concern about COVID-19 exposure, by moms and Black moms, April 2020
- Black moms feel the financial effects of COVID
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- Figure 20: Financial situation, by moms and black moms, April 2020
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- Figure 21: Future financial situation, by moms and black moms, April 2020
- Adjusting to school at home without adequate resources
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- Figure 22: Parenting during COVID – school, by race, June 2020
- The pressure of balancing work and childcare responsibilities
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- Figure 23: Single moms are pandemic heroes too post, June 2020
Companies and Brands – What You Need to Know
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- Physical challenges for expecting and new moms
- Maintain their psychological health through protests
- Empowering their voices
- Finding community support
What’s Happening Now
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- Mintel Trend Driver: Wellbeing
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- Figure 24: Mintel Global Trend Driver Wellbeing
- Early stages of motherhood are fraught with physical challenges
- Increased risks of mortality for expecting Black moms
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- Figure 25: Mama Glow Birth Equity Webinar Post, April 2020
- Finding breastfeeding support
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- Figure 26: Virtual baby café, August 2020
- The psychological impact of the protests
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- Figure 27: Advice on coping with racism amid protests of police violence after George Floyd’s death, June 2020
What’s Happening Next
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- Mintel Trend Driver: Rights
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- Figure 28: Mintel Trend Driver Rights
- Black moms found self-expression through protests long before 2020
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- Figure 29: Important issues, Black women indexed to all adults, June 2020
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- Figure 30: The Main Thing Post, June 2020
- Black moms are using their voices in the upcoming election
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- Figure 31: Politics, Black moms indexed to all adults, February 2020
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- Figure 32: I accept your nomination for Vice President of the United States, August 2020
- Mintel Trend Driver: Identity
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- Figure 33: Mintel Trend Driver Identity
- Black moms are the least receptive to their children being LGBTQ+
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- Figure 34: “I would be ok with my child being LGBTQ+,” by race, June 2020
- New Black mom lifestyle brand centers around community
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- Figure 35: Welcome to Sugaberry Post, March 2020
The Consumer – What You Need to Know
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- Finding the positives in motherhood
- Supporting Black culture
- Having difficult conversations with their children
- Looking to the future
Finding Joy in Motherhood
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- Loving motherhood increases with more support
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- Figure 36: “I love being a mom,” by employment status, by income group, April 2020
- Younger moms feel more connected to their partners
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- Figure 37: Relationship with partner, by age, April 2020
- Black moms trust their parenting instincts
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- Figure 38: “I have felt judged by another mom for my parenting choices,” by race, June 2020
- Finding the positive in negative situations
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- Figure 39: “I have gotten closer to my family during the COVID-19 pandemic,” by race, June 2020
Supporting Black Culture
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- Higher-income moms support Black-owned businesses
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- Figure 40: “I buy products for my kids that reflect my culture,” by income and education, April 2020
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- Figure 41: Founders We Believe In: The Honey Pot, February 2020
- Exposing children to cultures different from their own
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- Figure 42: “I try to expose my child to cultures different from my own,” by income and education, April 2020
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- Figure 43: 10 Minutes of Spanish Nursey Rhymes, September 2018
Addressing Difficult Topics
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- Black moms are proactively tackling difficult conversations
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- Figure 44: A is for Activist, January 2020
- Figure 45: Tackling difficult topics, Black moms indexed to all moms, April-June 2020
- Black moms with sons focus more heavily on certain topics
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- Figure 46: Tackling difficult topics, by gender of children, April 2020
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- Figure 47: When They See Us Clip – Mother and Son, October 2019
- Moms feel the weight of these conversations and look to family to help
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- Figure 48: Who is helping tackle difficult topics, Black moms indexed to all moms, April-June 2020
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- Figure 49: I rely on my family to help with childcare, by race, June 2020
- Moms may be uneasy about their kids’ social circles
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- Figure 50: “I like my kids’ friends,” by race, June 2020
Children’s Future
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- They believe their children’s future will be better than their own
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- Figure 51: “My child’s future will be better than mine” – CHAID – Tree output, April 2020
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- Figure 52: Coco’Pie Clothing Instagram Post, July 2020
- Reflecting on their own parents
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- Figure 53: Parent associations, by myself, my mom and my dad, June 2020
- Hopes for their children’s future
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- Figure 54: Hopes for the future, Black moms indexed to all moms, April-June 2020
- Expecting their children to rely on them in the future
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- Figure 55: Children relying on parents repertoire, June 2020
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- Figure 56: Children relying on parents, Black moms indexed to all moms, June 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations
- Abbreviations
Appendix – The Consumer
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- CHAID
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- Figure 57: General mom attitudes – CHAID – Table output, April 2020
- Methodology
- College enrollment rates
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- Figure 58: College enrollment rates of recent high school graduates 16 to 24 years old by sex, race, October 1994–2019
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