Table of Contents
Executive Summary
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- Demographics
- The consumer
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- Figure 1: Attributes used to describe self, Black and Hispanic moms, December 2013
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- Figure 2: Attitudes toward exposing kids to other cultures, moms by race/Hispanic origin, December 2013
- Figure 3: Attitudes toward discrimination, moms by race/Hispanic origin, December 2013
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- Figure 4: Attitudes toward maintaining cultural heritage, moms by race/Hispanic origin, December 2013
- Figure 5: Attitudes toward family, December 2013
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- Figure 6: Attitudes toward disciplining children, moms by race/Hispanic origin, December 2013
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- Figure 7: Things Black and Hispanic moms worry about with kids, December 2013
- Figure 8: Leisure activities moms participate in, moms by race/Hispanic origin, July 2013
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- Figure 9: Goals and aspirations in the next three years, moms by race/Hispanic origin, December 2013
- Figure 10: Attitudes toward success, moms by race/Hispanic origin, December 2013
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- Figure 11: Attitudes toward advertising, moms by race/Hispanic origin, Summer 2012-13
- Figure 12: Receptivity to advertising, moms by race/Hispanic origin, Summer 2012-13
- Marketing strategies
- What we think
Issues and Insights
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- What do Black and Hispanic moms have in common? What makes them different?
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- Figure 13: Attributes used to describe self, Black and Hispanic moms, December 2013
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- Figure 14: Attitudes toward parenting, Black and Hispanic moms, December 2013
- What are some of the challenges she faces? What does she worry most about when it comes to her kids?
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- Figure 15: Attitudes toward Black/Hispanic culture, Black and Hispanic moms, December 2013
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- Figure 16: Things Black and Hispanic moms worry about with kids, December 2013
- How receptive are Black and Hispanic moms to marketing and advertising messages? What’s the most effective way to reach her?
Trend Applications
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- Trend: The Power of One
- Trend: Second Skin
- Mintel Futures: Brand Intervention
Demographics of Black and Hispanic Moms
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- Key points
- Non-Hispanic White moms account for a majority of moms—for now
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- Figure 17: Birthrate by race/Hispanic origin, 2012 (prelim.)
- Figure 18: Percentage of total US births by race/Hispanic origin of mother, 2012 (prelim.)
- Hispanic and Black moms’ median age is about three years younger than Whites
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- Figure 19: Mean age at first birth, by race/Hispanic origin of mother, 1990-2010
- Figure 20: Birthrate per 1,000 women by age, by race/Hispanic origin of mother, 2012 (prelim.)
- Black and Hispanic households are more likely to have children
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- Figure 21: Households with children, by race and Hispanic origin of householder, 2012
- Hispanic children make up one quarter of population of kids
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- Figure 22: US population of kids aged 6-11, by race/Hispanic origin, 2007-17
- Demographic profile of moms
- There was a sharp birthrate decline among Hispanics during recession
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- Figure 23: Birthrate, by race/Hispanic origin of the mother, 2000-09
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- Figure 24: Distribution of births, by race and Hispanic origin of mother, 2000-10
- By 2050, Hispanic children will make up largest segment of children in US
- Marital status
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- Figure 25: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
- Minorities, less educated, and lower-income mothers more likely unmarried
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- Figure 26: Births to unmarried mothers as a share of births to all mothers, by race and Hispanic origin of mother, 2011
Self-Image and Perceptions
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- Key points
- Black and Hispanic moms are confident, creative, and spiritual
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- Figure 27: Attributes used to describe self, Black and Hispanic moms, December 2013
- Older Black moms are more optimistic, younger moms are more ambitious
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- Figure 28: Attributes used to describe self, Black moms by age, December 2013
- Older Hispanic moms are more creative and liberal than younger moms
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- Figure 29: Attributes used to describe self, Hispanic moms by age, December 2013
- Hispanics have different personality traits based on language preferences
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- Figure 30: Attributes used to describe self, Hispanic moms by language spoken in household, December 2013
Cultural Affinity
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- Key points
- The majority of moms like to expose kids to other cultures
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- Figure 31: Parenting styles—preference for exposing kids to other cultures, moms by race/Hispanic origin, December 2013
- Figure 32: Parenting styles – preference for exposing kids to other cultures, Black moms by age, December 2013
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- Figure 33: Parenting styles – preference for exposing kids to other cultures, Hispanic moms by age, December 2013
- The perception of discrimination is still alive, especially among Black moms
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- Figure 34: Attitudes toward discrimination, moms by race/Hispanic origin, December 2013
- Maintaining a cultural connection is critical to Hispanic and Black moms
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- Figure 35: Attitudes toward maintaining cultural heritage, moms by race/Hispanic origin, December 2013
- Older Black moms more likely to believe they experience racial discrimination
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- Figure 36: Attitudes toward discrimination among Black moms—any agree, by age, December 2013
- Black Millennials are concerned about losing identity, and less interested in adapting to other cultures
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- Figure 37: Attitudes toward maintaining cultural connection among Black moms—any agree, by age, December 2013
- Younger Hispanics feel discriminated against and often suppress their identity
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- Figure 38: Attitudes toward Hispanic/American culture—any agree, Hispanic moms by age, December 2013
- Younger Hispanics are twice as likely to not want to adapt to American culture
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- Figure 39: Attitudes toward Hispanic/American culture—Any agree, Hispanic moms by age, December 2013
Family Values and Dynamics
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- Key points
- Family is the backbone for many Black and Hispanic moms
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- Figure 40: Attitudes toward family, moms by race/Hispanic origin, December 2013
- Older Black moms have a stronger family bond
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- Figure 41: Attitudes toward family, Black moms by age, December 2013
- Younger Hispanic moms struggle to balance personal and family time
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- Figure 42: Attitudes toward family, Hispanic moms by age, December 2013
- English-speaking Hispanics have closer relationships with extended family
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- Figure 43: Attitudes toward family, Hispanic moms by language spoken in household, December 2013
Parenting Styles
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- Key points
- Black and Hispanic moms believe strongly in disciplining their children
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- Figure 44: Attitudes toward disciplining children, moms by race/Hispanic origin, December 2013
- Communication is an important part of the relationship they have with their children
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- Figure 45: Attitudes toward their relationship with their children, moms by race/Hispanic origin, December 2013
- Older Black moms more likely to discipline and less likely to reward
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- Figure 46: Attitudes toward disciplining children, Black moms by age, December 2013
- Open communication is pivotal to good parenting among older Black moms
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- Figure 47: Attitudes toward their relationship with children, Black moms by age, December 2013
- Older Hispanic moms have a more traditional parenting role
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- Figure 48: Attitudes toward disciplining their children, Hispanic moms by age, December 2013
- Older moms say their kids influence their opinions
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- Figure 49: Attitudes toward relationship with children, Hispanic moms by age, December 2013
- Spanish-speaking moms different from others when it comes to discipline
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- Figure 50: Attitudes toward disciplining children, Hispanic moms by language spoken in household, December 2013
- Spanish-speaking Hispanics say they need parenting advice
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- Figure 51: Attitudes toward communicating with their children, Hispanic moms by language spoken in household, December 2013
What Moms Worry About
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- Key points
- Moms worry most about their child’s safety, education, and health, especially Hispanics
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- Figure 52: Things Black moms worry about with kids, moms by race/Hispanic origin, December 2013
- Hispanic moms worry more about their child’s safety, violence, and bullying
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- Figure 53: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
- Blacks disproportionately victims of homicide, which drives concern
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- Figure 54: Homicide rates among persons aged 10–24, by race/ethnicity and sex, US, 2010
- Hispanics are significantly more likely to be in a gang, heightens stress among moms
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- Figure 55: Incidence of gang membership by race/Hispanic origin, 1996-2011
- Higher incidence of certain conditions causes moms to worry about child’s health
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- Figure 56: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
- Despite doing all they can, moms still worry about their child’s happiness
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- Figure 57: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
- Many moms worry about teen pregnancy and sexually transmitted diseases, and rightfully so given the incidence among teens
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- Figure 58: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
Lifestyle and Entertainment
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- Key points
- Watching TV, going online, and reading are her favorite pastimes
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- Figure 59: Leisure activities Black and Hispanic moms participate in, moms by race/Hispanic origin, July 2013
- Hispanic moms use the internet for things for their kids
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- Figure 60: Online activities participated in related to their children, moms by race/Hispanic origin, July 2013
- More Black moms admit they are TV addicts
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- Figure 61: Role media plays in moms’ entertainment and leisure activities, moms by race/Hispanic origin, Summer 2012-13
Goals and Aspirations
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- Key points
- Blacks and Hispanics differ when it comes to their aspirations
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- Figure 62: Goals and aspirations in the next three years, Black and Hispanic moms, December 2013
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- Figure 63: Attitudes toward success, moms by race/Hispanic origin, December 2013
- Younger Black moms have a lot of goals, older moms want a healthier lifestyle
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- Figure 64: Goals and aspirations in the next three years, Black moms by age, December 2013
- Older Hispanics want to travel more, younger Hispanics want a healthier lifestyle
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- Figure 65: Goals and aspirations in the next three years, Hispanic moms by age, December 2013
Receptivity to Marketing and Advertising
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- Key points
- Black moms are more engaged with TV
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- Figure 66: Attitudes toward the general value of media, moms by race/Hispanic origin, Summer 2012-2013
- Moms rely on newspapers for local news, and TV to keep them informed
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- Figure 67: Attitudes toward information value of media, moms by race/Hispanic origin, Summer 2012-2013
- Black moms are much more receptive to advertising
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- Figure 68: Receptivity to advertising, moms by race/Hispanic origin, Summer 2012-13
- Black and Hispanic moms are more engaged with ads
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- Figure 69: Attitudes toward advertising, moms by race/Hispanic origin, Summer 2012-2013
Marketing Strategies
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- Key points
- Overview of the brand landscape
- Brand analysis: Mattel, Toy Feliz
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- Figure 70: Mattel, Toy Feliz advertisement, 2013
- Brand analysis: Verizon Wireless
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- Figure 71: Verizon Wireless, “Star Wars Family—Trick or Treat,” TV Ad, 2013
Appendix – US Black Population
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- Key points
- US population by race/Hispanic origin
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- Figure 72: Population, by race/Hispanic origin, 2008-18
- Figure 73: US Population, by race/Hispanic origin, 1970-2020
- Figure 74: Asian, Black, and Hispanic populations, 1970-2020
- Age
- Generations by race
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- Figure 75: US population by race and generation, 2011
- Black population by age
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- Figure 76: US Black population, by age, 2008-18
- Figure 77: US Population, by age, 2008-18
- US Black geographic concentration
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- Figure 78: Black geographic concentration, by region, 2010
- Black population by state
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- Figure 79: States with largest Black population, 2011
- Figure 80: States with largest Black population, by distribution, 2008
- Population by geographic concentration
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- Figure 81: States (including District of Columbia) ranked with the highest share of Black residents, 2011
- Black metro areas
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- Figure 82: Metropolitan status of Black households, 2006 and 2011
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- Figure 83: Top 10 metropolitan areas with the largest number of Black residents, 2010
- Black households
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- Figure 84: Average household size, moms by race/Hispanic origin/race of householder, 2001 and 2011
- Figure 85: Presence and ages of children in the household, by race/Hispanic origin, 2011
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- Figure 86: Marital status, by race/Hispanic origin, 2011
Appendix – US Hispanic Population
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- Key points
- Hispanic purchasing power projected to reach $1.7 trillion in four years
- Hispanic household income lags Whites and Asians
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- Figure 87: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic male median personal income improved in 2011
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- Figure 88: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
- Hispanic unemployment rates declining
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- Figure 89: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
- Hispanics are among the fastest-growing population segments in the US
- Hispanics are overwhelmingly young
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- Figure 90: Generational profile, Hispanics versus non-Hispanics, 2011
- Hispanic households are larger than non-Hispanic households
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- Figure 91: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
- Figure 92: Number of households, by number of people in the household—Hispanics versus all, 2011
- Hispanic households have younger children
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- Figure 93: Number of households with children, by race and Hispanic origin of householder, 2012
- Figure 94: Number of households, by race of householder and presence and ages of children, 2011
- Hispanic educational attainment generally high school or lower
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- Figure 95: Educational attainment of Hispanic men, by age, 2011
- Figure 96: Educational attainment of Hispanic women, by age, 2011
- Hispanics overwhelmingly reside in Southern and Western US
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- Figure 97: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Immigration is declining – but immigration reform may present an opportunity
Appendix – Other Useful Tables
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- Figure 98: Attributes used to describe self, by attributes used to describe self, Black moms, December 2013
- Figure 99: Attributes used to describe self, by attributes used to describe self, Black moms, December 2013
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- Figure 100: Attributes used to describe self, by attributes used to describe self, Hispanic moms, December 2013
- Figure 101: Attributes used to describe self, by attributes used to describe self, Hispanic moms, December 2013
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- Figure 102: Attitudes toward family, by attributes used to describe self, Black moms, December 2013
- Figure 103: Attitudes toward family, by attributes used to describe self, Black moms, December 2013
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- Figure 104: Attitudes toward family, by attributes used to describe self, Hispanic moms, December 2013
- Figure 105: Attitudes toward family, by attributes used to describe self, Hispanic moms, December 2013
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- Figure 106: Attitudes toward parenting, by attributes used to describe self, Black moms, December 2013
- Figure 107: Attitudes toward parenting, by attributes used to describe self, Black moms, December 2013
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- Figure 108: Attitudes toward parenting, by attributes used to describe self, Hispanic moms, December 2013
- Figure 109: Attitudes toward parenting, by attributes used to describe self, Hispanic moms, December 2013
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- Figure 110: Things Black moms worry about with kids, by attributes used to describe self, December 2013
- Figure 111: Things Black moms worry about with kids, by attributes used to describe self, December 2013
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- Figure 112: Things Hispanic moms worry about with kids, by attributes used to describe self, December 2013
- Figure 113: Things Hispanic moms worry about with kids, by attributes used to describe self, December 2013
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- Figure 114: Attitudes toward Black/African-American culture—any agree, by attributes used to describe self, Black moms, December 2013
- Figure 115: Attitudes toward Black/African-American culture—any agree, by attributes used to describe self, Black moms, December 2013
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- Figure 116: Attitudes toward Black/African-American culture—neutral, by attributes used to describe self, Black moms, December 2013
- Figure 117: Attitudes toward Black/African-American culture—neutral, by attributes used to describe self, Black moms, December 2013
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- Figure 118: Attitudes toward Hispanic/American culture—any agree, by attributes used to describe self, Hispanic moms, December 2013
- Figure 119: Attitudes toward Hispanic/American culture—any agree, by attributes used to describe self, Hispanic moms, December 2013
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- Figure 120: Attitudes toward Hispanic/American culture—neutral, by attributes used to describe self, Hispanic moms, December 2013
- Figure 121: Attitudes toward Hispanic/American culture—neutral, by attributes used to describe self, Hispanic moms, December 2013
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- Figure 122: Attitudes toward success, by attributes used to describe self, Black moms, December 2013
- Figure 123: Attitudes toward success, by attributes used to describe self, Black moms, December 2013
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- Figure 124: Goals and aspirations in the next three years, by attributes used to describe self, Hispanic moms, December 2013
- Figure 125: Goals and aspirations in the next three years, by attributes used to describe self, Hispanic moms, December 2013
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- Figure 126: Things Black moms worry about with kids, by age, December 2013
- Figure 127: Things Hispanic moms worry about with kids, by age, December 2013
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- Figure 128: Things Hispanic moms worry about with kids, by language spoken in household, December 2013
- Figure 129: Attitudes toward parenting, by language spoken in household, December 2013
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- Figure 130: Attitudes toward Black/African-American culture—any agree, Black moms by age, December 2013
- Figure 131: Attitudes toward Hispanic/American culture—any agree, Black moms by age, December 2013
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- Figure 132: Attitudes toward Hispanic/American culture—any agree, Hispanic moms by language spoken in household, December 2013
- Figure 133: Goals and aspirations in the next three years, by attributes used to describe self, Black moms, December 2013
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- Figure 134: Goals and aspirations in the next three years, by attributes used to describe self, Black moms, December 2013
- Figure 135: Goals and aspirations in the next three years, Hispanic moms by language spoken in household, December 2013
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- Figure 136: Attitudes toward success, Hispanic moms by language spoken in household, December 2013
- Figure 137: Attitudes toward success, Black moms by age, December 2013
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- Figure 138: Attitudes toward success, Hispanic moms by age, December 2013
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Appendix – Trade Associations
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