Table of Contents
Executive Summary
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- Top takeaways
- Target audience overview
- Impact of COVID-19 on marketing to Hispanic moms
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- Figure 1: Short, medium and long term impact of COVID-19 on US moms and Hispanic moms, August 2020
- Opportunities and challenges
- Opportunity: expectant mothers open the door for further engagement
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- Figure 2: Hispanic moms’ attitudes toward motherhood, indexed to all US moms, May 2020
- Opportunity: understanding moms’ needs for the next normal creates opportunities
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- Figure 3: Target creative – Save on at-home learning solutions, August 2020
- Opportunity: go mobile to connect with Hispanic moms
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- Figure 4: Hispanic moms’ attitudes toward cell phones, indexed to all moms, April 2019-June 2020
- Challenge: setting the stage to communicate “in culture”
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- Figure 5: Northgate Gonzales Facebook Post – Enjoy Memorial Day, May 2020
- Figure 6: Hispanics’ attitudes toward culture and lifestyles, April 2019-June 2020
- What’s next?
Target Audience – Key Takeaways
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- Hispanic moms’ demographics point to a significant opportunity
- COVID-19 makes Hispanic moms more protective
- Hispanic moms see the US as an intrinsically good place
Hispanic Moms by the Numbers
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- Almost one in four US moms are of Hispanic origin
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- Figure 7: Estimated number of Hispanic moms and their share among all US moms, 2019
- Hispanics’ youth and attitudes toward parenthood guarantee population growth
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- Figure 8: Female population share by age, by Hispanic origin, by generation, 2019
- Hispanic moms are gatekeepers of larger households
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- Figure 9: Households with related children, by race and Hispanic origin of householder, 2019
- Figure 10: Average number of people per household, by race and Hispanic origin, 2018
- Hispanic moms feel accomplished when they save money
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- Figure 11: Median household income, by race and Hispanic origin of householder, 2018
- Figure 12: Median income of all US households and Hispanic households, in inflation-adjusted dollars, 2007-18
- Half of Hispanic births are out of wedlock
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- Figure 13: Number and percentage of births to unmarried women, by race and Hispanic origin of mother, 2018
Impact of COVID-19 on Marketing to Hispanic Moms
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- Disruption to everyday life, finances and vision of the future
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- Figure 14: Short, medium and long term impact of COVID-19 on US moms and Hispanic moms, August 2020
- Lockdown: Hispanic moms wanted to protect
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- Figure 15: Hispanic moms’ attitudes toward COVID-19, indexed to all Hispanics, May 2020
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- Figure 16: Hispanic moms’ changes in household cleaning due to COVID-19, May 2020
- Lockdown and re-emergence: Hispanic moms keep a closer eye on their wallets
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- Figure 17: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-August 2020
- Re-emergence: uncertainty about school
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- Figure 18: Hispanic moms’ opinions about the impact of COVID-19 on their children, indexed to all US moms, June 2020
- Recovery: Hispanic moms will feel mounting pressure to work
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- Figure 19: Hispanic moms’ employment status, by household income, May 2020
- Recovery: taking care of loved ones
- COVID-19: US context
Impact of Social Issues on Marketing to Hispanic Moms
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- Hispanic moms have confidence the US offers what they and their kids need to succeed
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- Figure 20: Relevance of racism/discrimination and interactions with law enforcement, by language spoken at home, May 2020
Mindset and Market Opportunities – Key Takeaways
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- Hispanic moms promote biculturalism
- Hispanic moms’ media consumption involves Spanish and streaming
- Mobile advertising and influencers can bring positive results
Hispanic Moms’ Mindset – Culture and Community
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- Hispanic moms feel they need to adapt/adjust to their surroundings
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- Figure 21: Hispanics’ attitudes toward culture and lifestyles, April 2019-June 2020
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- Figure 22: Hispanic moms and community attitudinal segments, indexed to all Hispanics, November 2019
Hispanic Moms’ Mindset – Media Consumption
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- Hispanic moms’ media consumption habits reflect the priorities in their lives
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- Figure 23: How Hispanic moms decide media-related choices, May 2020
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- Figure 24: Hispanic moms and media attitudinal segments, indexed to all Hispanics, February 2020
Market Opportunities
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- Mobile advertising: Hispanic moms are more likely to act on mobile-based advertising
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- Figure 25: Goya Foods, Inc creative – Coconut Flan, April-August 2020
- Figure 26: Old Navy Facebook Post – Face Masks for the Fam, June-July 2020
- Figure 27: Hispanic moms’ attitudes toward cell phones, indexed to all moms, April 2019-June 2020
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- Figure 28: Types of apps Hispanic moms use in cell phones – Past 30 days, indexed to all moms, April 2019-June 2020
- Influencers: Hispanic moms are open to listen and learn
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- Figure 29: Mom influencer Instagram post – beautyybird, August 2020
- : Figure 30: Mom influencer Instagram post – aprilathena7, August 2020
- Figure 31: Hispanic moms’ attitudes toward influencers, indexed to all moms, May 2020
The Consumer – Key Takeaways
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- Six overarching themes that can lead to relevance
- Identity
- High expectations
- Control
- Prevention
- Education
- Hope and fear
Perspectives on Motherhood – Pregnancy
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- During pregnancy, Hispanic moms want attention
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- Figure 32: Hispanic moms’ attitudes toward being pregnant, indexed to all moms, May 2020
- Spanish-dominant Hispanic moms are more likely to idealize their pregnancy experience
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- Figure 33: Hispanic moms who enjoyed being pregnant, by language spoken at home, May 2020
- As children grow, moms have a more honest view of their pregnancy experience
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- Figure 34: Hispanic moms who enjoyed being pregnant, by age of children in household, May 2020
The Motherhood Experience
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- Hispanic moms have high expectations for their children
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- Figure 35: Hispanic moms’ attitudes toward motherhood, indexed to all moms, May 2020
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- Figure 36: Coca-Cola ad – The Great Meal, August 2020
- Figure 37: ADT ad – No one protects like a mother, May 2019
- Multiple children bring joy, but also stress
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- Figure 38: Hispanic moms’ attitudes toward motherhood, by number of children in the household, May 2020
- Children can strengthen Hispanic moms’ relationships
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- Figure 39: Hispanic moms’ attitudes toward motherhood, by marital status, May 2020
Motherhood in a Social Media World
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- Phones and social media threaten Hispanic moms’ control over their children
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- Figure 40: Hispanic moms’ attitudes toward their children and social media, indexed to all moms, May 2020
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- Figure 41: Teens’ cell phone/smartphone ownership, by Hispanic origin and age of teens, October 2018-December 2019
- Hispanic moms value the peace of mind parental control apps provide
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- Figure 42: Hispanic moms’ attitudes toward parental control apps, by age of children in household, May 2020
- Spanish-dominant Hispanics are less likely to post about their children
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- Figure 43: Hispanic moms’ attitudes toward posting about kids on social media, by language spoken at home, May 2020
Topics for Discussion
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- Hispanic moms focus on prevention
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- Figure 44: Hispanic moms’ critical topics for discussion, indexed to all moms, May 2020
- Hope prompts Hispanic moms to want to be more involved
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- Figure 45: Hispanic moms’ critical topics for discussion, by faith in their children’s future, May 2020
Goals for Children When They Become Adults
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- Hispanic moms are overprotective
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- Figure 46: Things Hispanic moms expect to help their grown-up children with, indexed to all moms, June 2020
- Education is a top priority
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- Figure 47: Hispanic moms’ top goals for their children, indexed to all moms, May 2020
- Hispanic moms consider faith a critical ingredient
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- Figure 48: Select goals Hispanic moms have for their children, by household income, May 2020
Attitudes Toward Children’s Future
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- Hispanic moms are hopeful about their children’s future
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- Figure 49: Hispanic moms’ attitudes toward their children’s future, indexed to all moms, May 2020
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- Figure 50: Select Hispanic moms’ attitudes toward their children’s future, by language spoken at home, May 2020
- Figure 51: Hispanic moms’ belief they are still learning to be a parent, by faith in their children’s future, May 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
Appendix – Mintel Trend Drivers
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- Figure 52: Mintel Trend Drivers and Pillars
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