- Contents
- *Scopes and Themes
- What you need to know
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
What you need to know
Black and Hispanic moms represent a tremendous opportunity for marketers since many of these women are not only the decision makers and shoppers, but also contribute to the family’s disposable income. Although there are some similarities between these two groups of moms, the report will take a deeper dive to uncover nuances and differences that exist beyond language. The specific topic areas will include parenting styles, core values, aspirations, family dynamics, lifestyle, and entertainment.
This report explores the following as it relates to Black and Hispanic moms:
Show how Black and Hispanic moms differ from moms of other races/ethnic groups, differences between acculturated vs unacculturated within races/ethnicities, and how Millennial moms are similar and different from previous generations, as pertains to:
Parenting styles
Core values
Aspirations
Family dynamics
Lifestyle and entertainment
Identify receptivity to marketing and advertising, and the media and techniques that are most effective in reaching her.
The following are Mintel reports related to the 2014 Black and Hispanic Moms report:
Marketing to Moms—US, September 2013
Marketing to Hispanic Moms—US, February 2013
Marketing to Black Moms—US, April 2010
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through GMI (Black sample) and Offerwise (Hispanic sample) of 822 Black moms and 910 Hispanic moms aged 18+ with internet access. Moms are defined as women with children under 18 years old. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in December 2013.
Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Mintel has also analyzed data from Experian Simmons Research, using both the NCS (National Consumer Study) and the NHCS (National Hispanic Consumer Study). The NCS/NHCS was carried out July2012-September 2013 and the results are based on the sample of 23,034 moms aged 18+, including 1,857 Black moms and 7,407 Hispanic moms.
Abbreviations
The following abbreviations are used in this report:
| BLS | Bureau of Labor Statistics |
| CU | Consumer Unit |
| DMA | Direct Marketing Association |
| FDIC | Federal Deposit Insurance Corporation |
| MSA | Metropolitan Statistical Areas |
| NCS | National Consumer Study (Experian Simmons) |
| NHCS | National Hispanic Consumer Study (Experian Simmons) |
Terms
The terms Black and African-American have been used interchangeably in this report.
Generations are discussed within this report, and they are defined as:
| World War II | The generation born in 1932 or before. In 2014, members of this generation are aged 82 or older. |
| Swing Generation | The generation born between 1933 and 1945. In 2014, members of the Swing Generation are between the ages of 69 and 81. |
| Baby Boomers | The generation born between 1946 and 1964. In 2014, Baby Boomers are between the ages of 50 and 68. |
| Generation X | The generation born between 1965 and 1976. In 2014, Generation Xers are between the ages of 38 and 49. |
| iGen/Millennials* | The generation born between 1977 and 1994. In 2014, Millennials are between the ages of 18 and 37. |
* includes the oldest members of the iGeneration, aged 18-19
