Table of Contents
Executive Summary
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- There are almost 6.4 million Hispanic moms in the US
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- Figure 1: Estimated number of Hispanic moms who have children younger than 18 living in the household, by age, 2014
- The issues
- The pursuit of happiness can be evasive
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- Figure 2: Important aspects of a good life, Hispanic moms indexed to all, June 2015
- The feeling of being a servant increases with acculturation
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- Figure 3: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
- Working moms key to increasing income at Hispanic households
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- Figure 4: Hispanic moms’ employment status, by household income, June 2015
- Differences by level of acculturation in desired values for their children offer a glimpse into the minds of Hispanic moms
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- Figure 5: Correspondence analysis – Most important values Hispanic moms want to instill, by level of Acculturation, June 2015
- The opportunities
- Technology has more weight when Hispanic moms look for parenting information
- Hispanic children having it their way
- Using sales wisely
- Hispanic moms can spread your message
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- Figure 6: Attitudes toward media – Advertising, Hispanic moms indexed to all, July 2014-March 2015
- What it means
The Market – What You Need to Know
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- Children tend to come after the age of 25
- Hispanic moms tend to have their spouses around
- Hispanic women waiting longer to get married
Hispanic Moms by the Numbers
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- Hispanic households more likely to include children, and therefore moms
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- Figure 7: Presence of children in household, by race and Hispanic origin, 2014
- There are almost 6.4 million Hispanic moms in the US
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- Figure 8: Estimated number of Hispanic moms who have children younger than 18 living in the household, by age, 2014
Market Perspective
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- Hispanics live in larger households
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- Figure 9: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
- Hispanics over-index for share of births
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- Figure 10: Distribution of births, by race and Hispanic origin of mother, 2002-12
- In the majority of households with children, Hispanic moms have help from their spouses
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- Figure 11: Presence of children by Hispanic household, by marital status, 2014
- Hispanic market becoming bicultural
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- Figure 12: Hispanic moms’ level of acculturation, June 2015
- Delaying marriage may delay children
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- Figure 13: Marital status of Hispanics, by age, 2013
Key Strategies – What You Need to Know
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- Hispanic moms more open to talk about TV ads
- Only reaching Hispanic moms has limited impact unless the message is relevant
What’s Working?
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- Involving dads in the messaging
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- Figure 14: State Farm, Running (Spanish) TV spot, November 2014
- Connecting with the emotional side of Hispanic moms
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- Figure 15: Walmart celebrates those who never stop dreaming (Spanish) TV spot, September 2014
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- Figure 16: Walmart big sacrifices bring big rewards (Spanish) TV spot, September 2014
- Supporting what Hispanic moms value the most
- Using online communities to embrace moms
- Offering sales if the product is right
What’s Next?
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- Knowing where your brand is, deciding its course
The Consumer – What You Need to Know
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- A good life is based on three pillars
- Biculturalism brings uncertainty
- Perfection is in the eye of the mom
- Hispanic moms don’t want to be a passive figure in their children’s lives
- Moms get parenting information through traditional channels but also new ones
- Hispanic children’s opinions count
Important Aspects of a Good Life
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- The concept of a good life is consistent with all moms
- A good life is founded on three pillars
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- Figure 17: Important aspects of a good life, Hispanic moms indexed to all, June 2015
- Raising happy children less important as household income increases
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- Figure 18: Important aspects of a good life - raising happy children vs successful children, by household income, June 2015
Attitudes toward Motherhood
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- Uncertainty about the future affects Hispanic moms’ attitudes toward motherhood
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- Figure 19: Attitudes towards motherhood, Hispanic moms indexed to all, June 2015
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- Figure 20: Hispanic moms’ attitudes towards motherhood, by level of acculturation, June 2015
- Feelings of servitude increases with acculturation
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- Figure 21: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
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- Figure 22: Hispanic moms’ attitudes and opinions toward parenting, by level of acculturation, June 2015
How Moms See Themselves
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- Pressure to keep up appearances stronger among first time moms
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- Figure 23: Attitudes toward parenting – Appearances, Hispanic moms indexed to all, June 2015
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- Figure 24: Hispanic moms’ attitudes toward parenting – Appearances, by new moms versus experienced moms, June 2015
- Hispanic moms want to be involved in their children’s lives
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- Figure 25: How Hispanic moms see themselves, June 2015
Balancing Family and Work
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- Working moms key to increasing income at Hispanic households
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- Figure 26: Hispanic moms’ employment status, by household income, June 2015
- Working Hispanic moms feel they have to
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- Figure 27: Attitudes and opinions toward parenting, Hispanic moms indexed to all, June 2015
Important Values to Instill in Children
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- Hispanic moms want to raise responsible and confident children
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- Figure 28: Most important values to instill, Hispanic moms indexed to all, June 2015
- Relative importance of values differ by level of acculturation
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- Figure 29: Correspondence analysis – Most important values Hispanic moms want to instill, by level of Acculturation, June 2015
Children Through a Mother’s Eyes
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- Hispanic moms praise US educational system
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- Figure 30: Attitudes toward parenting – Education/hard work, Hispanic moms indexed to all, June 2015
- As children grow, moms need to change ways to show affection
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- Figure 31: Attitudes toward parenting – Affection/praise/discipline, Hispanic moms indexed to all, June 2015
- Foreign-born moms optimistic about their children’s opportunities
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- Figure 32: Hispanic moms’ attitudes toward parenting – Cultural conflict, June 2015
Parenting Information Sources
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- Traditional channels still appealing, but need to look forward
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- Figure 33: Parenting information sources regularly used, Hispanic moms indexed to all, June 2015
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- Figure 34: Parenting information sources Hispanic moms regularly use, by new moms versus experienced moms, June 2015
Perceptions of Parenting Information Sources
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- Not all parenting information sources are created equally
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- Figure 35: Hispanic moms’ perceptions of parenting information sources, June 2015
Purchase Influencers
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- Hispanic children have a say in what their mothers buy
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- Figure 36: Hispanic moms’ purchase influencers, June 2015
Product Positioning Tactics Influencing Purchases
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- Tactics’ effectiveness depends on target market
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- Figure 37: Product positioning tactics influencing purchase, Hispanic moms indexed to all, June 2015
- Hispanic moms more protective of what they buy for their families
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- Figure 38: Attitudes toward shopping, Hispanic moms indexed to all, June 2015
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- Figure 39: Hispanic moms’ attitudes toward shopping, by new moms versus experienced moms, June 2015
- Ads showing involved dads appeal to Hispanic moms
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- Figure 40: Attitudes toward parenting – Representations in the media, Hispanic moms indexed to all, June 2015
Attitudes toward Advertising
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- Content-driven society has families in front of the screen more than ever
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- Figure 41: Attitudes toward parenting – TV and technology, Hispanic moms indexed to all, June 2015
- Hispanic moms more likely to talk about interesting advertising
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- Figure 42: Attitudes toward media – Advertising, Hispanic moms indexed to all, July 2014-March 2015
- Hispanic moms less likely to multitask when watching TV
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- Figure 43: Attitudes toward media, Hispanic moms indexed to all, July 2014-March 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Correspondence analysis methodology
- A note on acculturation
Appendix – The Market
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- Figure 44: Population by race and Hispanic origin, 2010-20
- Figure 45: Births, by race/Hispanic origin of mother, preliminary 2014
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- Figure 46: Fertility rate, by race and Hispanic origin, 2003-13*
- Figure 47: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
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- Figure 48: Purchasing power, by race/Hispanic origin, 1990-2019
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Appendix – Consumer
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- Data for correspondence analysis – Important values to instill
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- Figure 49: Most important values Hispanic moms want to instill, by level of acculturation, June 2015
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- Figure 50: Hispanic moms’ perceptions of parenting information sources, June 2015
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