Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Hispanic moms trust their own mothers deeply
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- Figure 1: Value of parenting resources – Most valuable, Hispanic moms indexed to all, July 2016
- Hispanic moms have positive view of themselves and other moms
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- Figure 2: Hispanic moms’ perception of self as a mother versus their own moms and the typical mom, July 2016
- Main concerns are related to long-term wellbeing of their children
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- Figure 3: Concerns moms have for their children, Hispanic moms indexed to all, July 2016
- The opportunities
- Exploring the opportunities (they vary by sub-segment)
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- Figure 4: Hispanic moms’ challenges of motherhood – Sacrifices, by household income, July 2016
- Helping unacculturated Hispanic moms
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- Figure 5: Hispanic moms’ attitudes toward pressure, by level of acculturation, July 2016
- Getting ready for children
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- Figure 6: Activities moms do with children, Hispanic moms indexed to all, July 2016
- What it means
The Market – What You Need to Know
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, 2015
- There are almost 6.9 million Hispanic moms in the US
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- Figure 8: Estimated number and share of Hispanic moms who have children younger than 18 living in the household, by type of household, 2015
Market Perspective
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- Hispanic moms’ moms tend to be foreign born
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- Figure 9: Hispanic moms with US-born mothers, by language spoken at home, February 2015-March 2016
- Having children may raise the importance of Spanish and Hispanic culture
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- Figure 10: Importance of teaching Spanish to children – Hispanic moms versus Hispanic women without children, by age, February 2015-March 2016
- Speaking English is important even in Spanish-dominant households
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- Figure 11: Hispanic moms’ perception of importance of speaking English and Spanish at home, by language spoken at home, February 2015-March 2016
- Having children prompts Hispanic moms to become an unifying factor in their families
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- Figure 12: Importance of family reunions – Hispanic moms versus Hispanic women without children, by age, February 2015-March 2016
- Working moms’ income makes the difference
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- Figure 13: Hispanic moms’ employment status, by household income, July 2016
Market Factors
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- Hispanic moms have larger households to manage
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- Figure 14: Average household size and average number of adults and children in households, by race and Hispanic origin, 2015
- The Hispanic market is young and bicultural
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- Figure 15: Population by Hispanic origin and generation share, 2016
- In many cases, Hispanic moms have to do more with less
- Median household income for Hispanics significantly below national median
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- Figure 16: Median household income, by race and Hispanic origin of householder, 2014
- Figure 17: Household income distribution, by race and Hispanic origin of householder, 2014
Ideas Worth Exploring
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- Understanding the influence of others
- Defining how to talk to Hispanic moms
- Addressing concerns
- Communicating value
- Segmenting the market
The Consumer – What You Need to Know
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- Personal advice trumps advice from media
- Hispanic moms see themselves in good light
- Hispanic moms have great respect for their own moms
- “Typical” moms okay, but…
- Expectations define the magnitude of the challenges
- Balancing responsibilities and time with the children is not easy
- Hispanic moms aim to spend quality time with their children
- Hispanic moms less concerned about issues beyond their control
Value of Parenting Resources
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- Hispanic moms prefer close personal advice
- Mother’s influence may keep Hispanic moms bicultural
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- Figure 18: Value of parenting resources, Hispanic moms indexed to all, July 2016
- Beyond close family, acculturated Hispanics still value personal advice
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- Figure 19: How much Hispanics value parenting resources, by level of acculturation, July 2016
Perception of Self as a Mom
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- Hispanic moms are optimistic about themselves
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- Figure 20: Perception of self as a mother, Hispanic moms indexed to all, July 2016
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- Figure 21: Hispanic moms’ perception of self as a mother, by level of acculturation, July 2016
- More-affluent moms are more sophisticated
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- Figure 22: Hispanic moms’ perception of self as a mother, by level of acculturation, July 2016
Perception of Their Own Moms
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- I love a mi mamá
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- Figure 23: Perception of their own mother, Hispanic moms indexed to all, July 2016
- Technology is the main differentiator
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- Figure 24: Hispanic moms’ perception of themselves as moms versus their own mothers, July 2016
- Unacculturated moms drive positive perception of own moms
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- Figure 25: Hispanic moms’ perception of their own mothers, by level of acculturation, July 2016
Perception of Other Moms
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- Hispanic moms see other moms in a positive way
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- Figure 26: Perception of the “typical” mother, Hispanic moms indexed to all, July 2016
- Other moms are nice, but…
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- Figure 27: Hispanic moms’ perception of themselves as moms versus the “typical” mother, July 2016
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- Figure 28: Hispanic moms’ perception of the “typical” mother, by level of acculturation, July 2016
- Likelihood of positive perceptions increases with age
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- Figure 29: Hispanic moms’ perception of the “typical” mother, by generation, July 2016
Challenges of Motherhood – Sacrifices
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- Is there a desire for equal sharing of parental responsibilities?
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- Figure 30: Challenges of motherhood – Sacrifices, Hispanic moms indexed to all, July 2016
- Unacculturated and bicultural Hispanic moms pleased with their relationships
- Time for self-pampering
- Love is in the air
- Sharing parental responsibilities – It’s all about expectations
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- Figure 31: Hispanic moms’ challenges of motherhood – Sacrifices, by level of acculturation, July 2016
- Greater affluence leads moms to perceive greater challenges
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- Figure 32: Hispanic moms’ challenges of motherhood – Sacrifices, by household income, July 2016
- While core challenges remain, others decrease with experience
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- Figure 33: Hispanic moms’ challenges of motherhood – Sacrifices, first time moms vs experienced moms, July 2016
Challenges of Motherhood – Social Pressures
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- Hispanic moms more likely to feel they are not spending enough time with their children
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- Figure 34: Challenges of motherhood – Social pressure, Hispanic moms indexed to all, July 2016
- Main challenges don’t fade with experience
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- Figure 35: Hispanic moms’ challenges of motherhood – Social pressure, first time moms vs experienced moms, July 2016
Activities Moms Do with Children
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- Hispanic moms more likely to play and exercise with their children
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- Figure 36: Activities moms do with children, Hispanic moms indexed to all, July 2016
- Time availability influences activities
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- Figure 37: Activities Hispanic moms do with children, by employment status, July 2016
- Age of children influences activities
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- Figure 38: Activities Hispanic moms do with children, by age of children, July 2016
Concerns Moms Have for Children
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- Perceived importance drives Hispanic moms’ concern
- Education and the right state of mind are key to happiness
- Not spending enough time with them
- Healthy eating habits
- Factors beyond their control less likely to be a concern
- Bullying a concern?
- Financial security
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- Figure 39: Concerns moms have for their children, Hispanic moms indexed to all, July 2016
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- Figure 40: Concerns Hispanic moms have for their children, by level of acculturation, July 2016
Moms’ Attitudes
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- Hopes are higher among Hispanic moms
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- Figure 41: Moms’ attitudes, Hispanic moms indexed to all, July 2016
- Is life good?
- Yes, but there is room for improvement
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- Figure 42: Hispanic moms’ attitudes toward life, by level of acculturation, July 2016
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- Figure 43: Hispanic moms’ attitudes toward life, by household income, July 2016
- Are Hispanic moms confident mothers?
- Yes, but confidence in children decreases with acculturation
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- Figure 44: Hispanic moms’ attitudes toward their children, by level of acculturation, July 2016
- Are Hispanic moms handling pressure?
- Yes, but acculturated Hispanic moms more likely to feel frustrated
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- Figure 45: Hispanic moms’ attitudes toward pressure, by level of acculturation, July 2016
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- Figure 46: Hispanic moms’ attitudes toward pressure, by number of children in the household, July 2016
- How is their relationship with their families?
- Desire to please is higher among unacculturated Hispanics
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- Figure 47: Hispanic moms’ attitudes toward family, by level of acculturation, July 2016
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Terms
- A note on acculturation
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