Table of Contents
Executive Summary
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- Figure 1: Estimated number of moms who have children younger than 18 living in the household, by age, 2014
- The issues
- Fertility mostly stagnant – Will it bounce back to prerecession rates?
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- Figure 2: Births and fertility rates, 2004-14*
- The “traditional” family continues to fade
- Others’ opinions have more influence than advertising on moms’ purchases
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- Figure 3: Purchase influencers – Select responses, June 2015
- Expectations of egalitarian parenting not living up to reality
- The opportunities
- Supporting families with company policies is a win-win
- The new American family makes room for new and/or niche products and services
- Refreshing how moms (and dads) are portrayed
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- Figure 4: Attitudes toward parents represented in advertisements – Any agree, by generation, June 2015
- What it means
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The Market – What You Need to Know
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- About one in 10 Americans is a mom to children younger than 18
- Reversal of downward trend indicates birth rates may bounce back
- Non-Hispanic White women still account for the majority of births
- Births out of wedlock vary significantly by race/Hispanic origin
- Mother’s education inversely correlated with number of children
- Various factors driving down the size of American families
Moms by the Numbers
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- Figure 5: Estimated number of moms who have children younger than 18 living in the household, by age, 2014
- US fertility poised for a comeback?
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- Figure 6: Births and birth rates, by age of mother, 2013 and preliminary 2014
- Non-Hispanic White mothers still account for majority of births
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- Figure 7: Births, by race/Hispanic origin of mother, preliminary 2014
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- Figure 8: Fertility rate, by race and Hispanic origin, 2003-13*
- Four in 10 women give birth out of wedlock each year
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- Figure 9: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
- First time’s a charm – Having first child is rewarding, fills moms with joy
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- Figure 10: Birth rates, by age of mother and by live-birth order, preliminary 2014
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Market Perspective
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- Highly educated women embracing motherhood, education influences number of children
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- Figure 11: Number of children born to women aged 40-44, by mother's education, 2014
- American families are downsizing yet childlessness decreasing
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- Figure 12: Number of children born to women ages 40-44, 1976 versus 2014
- Raising children (more children) becoming prohibitively expensive
- US policies do not favor families
Key Strategies – What You Need to Know
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- What’s working: showing dads in a positive light, discussing the “ugly side” of parenting, humor, emphasizing safety
- What’s not working: picture perfect moms, the “mom jeans” mom, overly sentimental ads
- What’s next: 90s throwback, advocating for moms, de-genderization
What’s Working?
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- Getting dads in the picture – and not just to make fun of them
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- Figure 13: “Clorox Triple Action Dust Wipes,” online video, 2015
- Figure 14: “#HowToDad,” online video, 2014
- “Real talk” about motherhood – Showing the less-than-glamorous side of being a mom
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- Figure 15: “Clorox Bleachable Moments – Distance,” online video, 2015
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- Figure 16: “Parenting Unfiltered,” online video, 2015
- Figure 17: “Postpartum: The Musical,” online video, 2015
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- Figure 18: “Real Parents, Real Judgement” and “I Accept You,” online videos, 2015
- Laughing it off – Humor is a home run
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- Figure 19: “Here’s what to do with overwhelming parenting advice,” online video, 2015
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- Figure 20: “The Mother ‘Hood Official Video,” online video, 2015
- Emphasizing safety gives moms peace of mind
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- Figure 21: “All About That Honest” and “#CleanLikeAFamily #Transparently,” online videos, 2015
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- Figure 22: “SensorSafe Technology by Evenflo,” online video, 2015
What’s Not Working?
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- Picture perfect moms
- Millennial moms struggle with the “mom-dentity”
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- Figure 23: “Evolution of Mom Dancing,” online video, 2013
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- Figure 24: “Worth It,” “#blessed,” and “Turnt,” online videos, 2015
- Has “sadvertising” become too ubiquitous?
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- Figure 25: “Happy Father’s Day, Mom,” online video, 2015
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- Figure 26: “Alana & Lisa,” online video, 2015
What’s Next?
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- Targeting Millennial moms with ’90s nostalgia
- Advocating for moms and families
- Gender, schmender! – The final push for equality?
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- Figure 27: “buddingSTEM Kickstarter,” online video, 2015
The Consumer – What You Need to Know
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- For moms, happiness starts at home
- To work or not to work – that is the question…
- Moms want their children to be responsible, confident, and hardworking
- Moms utilize both digital and analog resources
- Moms and purchasing: Other’s opinions are key
- Mom and dad stereotypes wearing thin
- Moms mostly comfortable to be who they are
Important Aspects of a Good Life
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- For moms, family key to a happy life
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- Figure 28: Important aspects of a good life, June 2015
- Rural moms more traditional, urban moms more modern, suburban moms’ desires fall somewhere in the middle
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- Figure 29: Important aspects of a good life, by area of residence, June 2015
- Back to basics in low- and middle-income households
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- Figure 30: Important aspects of a good life, by household income, June 2015
Attitudes toward Motherhood
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- Moms are proud of their kids – but also have realistic expectations
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- Figure 31: Attitudes toward motherhood, June 2015
- Millennial moms have high expectation, new moms often feel like servants
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- Figure 32: Expectations for the future – Any agree, by generation, June 2015
Balancing Family and Work
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- When it comes to time with kids, quality more important than quantity
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- Figure 33: Attitudes toward quality time versus quantity – Any agree, by employment status, June 2015
- To work or not to work – that is the question…
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- Figure 34: Attitudes toward balancing family and work – Any agree, June 2015
Important Values to Instill in Children
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- Moms want kids to be responsible, confident, and hardworking
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- Figure 35: Most important values to instill, June 2015
- The younger the mom, the more emphasis on being open-minded
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- Figure 36: Most important values to instill, by generation, June 2015
Children Through a Mother’s Eyes
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- Recognizing accomplishments: Praise the roof
- Moms in contrast: Pressure in the city and only-child stereotypes
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- Figure 37: Attitudes toward parenting – Any agree, by generation, June 2015
Parenting Information Sources and Perceptions
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- Moms utilize digital and analog sources
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- Figure 38: Parenting information sources regularly used, June 2015
- Millennial moms are a prime target group for content marketing
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- Figure 39: Parenting information sources regularly used, by generation, June 2015
- New moms looking for lots of help
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- Figure 40: Parenting information sources regularly used, by new versus experienced moms, June 2015
- Most-used sources favored for being informative, targeted, useful
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- Figure 41: Perceptions of parenting information sources, June 2015
Purchase Influencers
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- Kids’ preferences are paramount
- Moms also tap in to the “online collective”
- Room remains for tried-and-true marketing methods
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- Figure 42: Purchase influencers, June 2015
- Millennial moms especially influenced by reviews and recommendations
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- Figure 43: Purchase influencers, by generation, June 2015
- New moms are less price sensitive
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- Figure 44: Attitudes toward shopping, by new versus experienced moms, June 2015
Product Positioning Tactics Influencing Purchases
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- Price tops the list, even when it’s not technically on the list
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- Figure 45: Product positioning tactics influencing purchase, by generation, June 2015
- New moms give more consideration to non-price related tactics
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- Figure 46: Product positioning tactics influencing purchase, by new versus experienced moms, June 2015
Targeting Moms – Attitudes toward Advertising
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- TV remains an important channel for reaching moms and their families
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- Figure 47: Attitudes toward TV and screen time – Any agree, by generation, June 2015
- Mom and dad stereotypes wearing thin
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- Figure 48: Attitudes toward parents represented in advertisements – Any agree, by generation, June 2015
- Moms mostly comfortable to be who they are
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- Figure 49: “#RealandChic – Rachel Hollis Bikini Photo,” online video, 2015
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- Figure 50: Attitudes toward appearances – Any agree, by generation, June 2015
- Targeting moms based on self-perceptions
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- Figure 51: Self-perceptions, by moms, female non-moms, and moms by generation, February 2014-March 2015
Consumer Segmentation
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- Figure 52: Moms segmentation, June 2015
- Money-Saving Mamas (36%)
- Tough Mothers (35%)
- Minimalist Moms (30%)
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- Figure 53: Moms attitudes and opinions – Any agree, by mom segments, June 2015
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 54: Population by race and Hispanic origin, 2010-20
- Figure 55: Births, by race/Hispanic origin of mother, preliminary 2014
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- Figure 56: Purchasing power, by race/Hispanic origin, 1990-2019
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Appendix – Consumer
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- Figure 57: Attitudes toward TV and advertising, by moms, female non-moms, and moms by generation, February 2014-March 2015
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- Figure 58: Self-perceptions, by moms, female non-moms, and moms by generation, February 2014-March 2015
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