Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Most Black moms are raising their children as a single parent
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- Figure 1: Demographics – Detail by marital status, July 2016
- The village, headed by her mom, is crucial to her family’s success
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- Figure 2: Value of parenting resources – Any and primary, July 2016
- Education and career are the foundation of a better life
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- Figure 3: Moms’ attitudes toward work and career – Any agree, by Black moms vs all moms, February 2015-March 2016
- Figure 4: Demographics, detail by marital and employment status, July 2016
- Her own and her family’s appearance is a reflection of her management and organization abilities
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- Figure 5: Perception of self as a mother – Health and appearances, Black moms indexed to all, July 2016
- She understands the importance of being healthy, but has issues creating a space for self-care
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- Figure 6: Challenges of motherhood – Self-care, Black moms indexed to all, July 2016
- Black moms control what happens in their household, but outside forces are a challenge
- The opportunities
- Show her what products and services can maximize her productivity
- Show her how to lead a healthy lifestyle on her terms
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- Figure 7: FabUplus magazine featuring Jessamyn Stanley cover photo, Fall, 2016
- Ensure she sees her lifestyle, behavior, and values in communication to her
- What it means
The Market – What You Need to Know
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- US births are declining across all groups, but Black births are expected to fall at a slower pace vs White births
- Black women are more likely to be single parents
- Black moms are advancing their education, increasing household income
- Black households spend a greater portion of their income on basic needs vs non-Black households
Black Moms by the Numbers
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- Black moms number about 5 million, represent almost one third of Black females
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- Figure 8: Estimated number of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2015
- Birth rate declining overall, but Black continues to outpace Whites
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- Figure 9: Birth rate, by race/Hispanic origin, 2004-14
- Figure 10: Distribution of projected population, by race/Hispanic origin, 2015-60
- Black unemployment yet to make a full recovery post recession
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- Figure 11: Unemployment, by race/ Hispanic origin, seasonally adjusted, 2008-15
- Figure 12: Bachelor's degree attainment among women aged 25+, by race/Hispanic origin, 2008-15
- Black moms are more likely to be single parents
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- Figure 13: Living arrangement of mothers with children <18, by race/Hispanic origin, 2015
Market Factors
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- More single Black moms vs total, with 56% as the sole parent in the household
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- Figure 14: Black moms with co-resident children under 18, by living arrangement, 2015
- Black moms are moving up in educational attainment, which positively impacts their household income
- Black moms and their pursuit of higher education
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- Figure 15: Percentage of children age 6-18 whose mother had earned a bachelor’s degree or higher, by race/ Hispanic origin, 1974-2015
- More education equals higher household income
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- Figure 16: Black females age 15+ household income, by educational attainment, 2014
Market Perspective
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- Black household income is rising, but averages less than general market
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- Figure 17: Median household income, Black vs White households, in inflation-adjusted dollars, 2008-14
- Figure 18: Average annual household expenditure shares, by Black vs non-Black, 2014
- Black moms equally likely to live in an urban or suburban setting
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- Figure 19: Frequency of shopping by location, by urban and suburban area, August 2015
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- Figure 20: Poverty exposure by household income; % poor neighborhoods, by race/Hispanic origin, 2005-09
- 33% of Black moms live with at least two other people in the household
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- Figure 21: Average household size, by Black vs total, 2015
Key Strategies – What You Need to Know
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- Recognize her barometer for what is considered a healthy lifestyle
- Turn her concerns for her children into a positive
- She’s proud of her parenting skills and is in competition only with herself
What’s Working?
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- Her confidence in parenting skills and expectation of raising well-rounded children
- Her support circle remains paramount in helping her raise her children
- Her appearance and presentation to the world resonates confidence, organization, and style
What’s Challenging?
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- Her desire to keep her children physically and emotionally safe
- She wants a better life, but believes the path to success is murky
What’s Next?
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- Balancing the need for self-care with parental and additional responsibilities
- Younger, first-time moms create and share a new paradigm for raising their children
The Consumer – What You Need to Know
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- Black moms recognize the importance of self-care, but she’s not living up to her own expectations
- Her children’s safety is her top concern
- Her barometer for a “typical” mom is different than her counterparts, and she’s confident she’s doing better than most.
- Life can be better, but she’s grateful for what she’s able to accomplish on her own
Value of Parenting Resources
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- Parenting is the responsibility of the entire village
- Her mom is her number one co-parent
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- Figure 22: Value of parenting resources, Black moms indexed to all, July 2016
- Single moms have a different secondary support system vs married moms
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- Figure 23: How Black moms value parenting resources – Family/social circle, by marital status, July 2016
- Her family is the best parenting resource because traditional media does not reflect her unique issues
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- Figure 24: Value of parenting resources – Digital media, by Black moms vs all moms, July 2016
Perceptions of Moms
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- She doesn’t see herself as a typical mom...she’s better
- Her views on motherhood are more relaxed than that of other moms, but she thinks highly of her own parenting accomplishments
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- Figure 25: Perception of the “typical” mother, Black moms indexed to all, July 2016
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- Figure 26: Black moms’ perception of themselves as moms versus the “typical” mom, July 2016
- Single moms are more time-strapped vs married ones, but they feel as if they sacrifice more for their children
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- Figure 27: Black moms’ perception of self as a mother, by marital status, July 2016
- Her mom is her guide, but she feels as if she’s doing a better job
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- Figure 28: Black moms’ perception of themselves as moms versus their own mothers, July 2016
- She is health conscious, but that mindset is manifested differently in her life vs the general market
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- Figure 29: Perception of self as a mother – Health and appearances, Black moms indexed to all, July 2016
- She’s one step ahead of what’s happening in her world in order to stay in control of her household
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- Figure 30: Perception of self as a mother – Staying current, Black moms indexed to all, July 2016
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- Figure 31: Websites and apps used daily, by Black women, May 2014
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- Figure 32: Social media sites used, June 2015
Challenges of Motherhood
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- Black moms are trying to find balance and eventually choose their children above themselves
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- Figure 33: Challenges of motherhood – Sacrifices, Black moms indexed to all, July 2016
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- Figure 34: Challenges of motherhood – Social pressure, Black moms indexed to all, July 2016
- She experiences difficulty in finding time and energy to devote to other areas in her life
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- Figure 35: Challenges of motherhood – Balancing responsibilities, by marital status and children’s ages, Black moms indexed to all, July 2016
- She recognizes the need for self-care, but is willing to sacrifice herself for her children’s wellbeing
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- Figure 36: Challenges of motherhood – Self-care, by experience, marital status, and number of children, Black moms indexed to all, July 2016
- Her career is important because she wants to provide a better life for her family
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- Figure 37: Moms’ attitudes toward work and career – Any agree, by Black moms vs all moms, February 2015-March 2016
Activities Moms Do with Children
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- Lifestage and lifestyle impact how Black moms interact with their children
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- Figure 38: Activities moms do with children, Black moms indexed to all, July 2016
- Television is the leading leisure activity, viewership varies across lifestage
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- Figure 39: Moms’ attitudes toward television and advertising – Any agree, by Black moms vs all moms and indexed to all, February 2015-March 2016
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- Figure 40: Activities Black moms do with children – Watch TV, by education, household income, employment, and number of children, July 2016
- For Black moms, food equals love and it’s how she demonstrates her love for her children
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- Figure 41: Activities Black moms do with children – Food related, by age, household income, employment status, and ages of children in household, July 2016
Concerns Moms Have for Children
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- What keeps her up at night? Black moms’ concerns for her children
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- Figure 42: Concerns moms have for children, Black moms indexed to all, July 2016
- Her children’s safety trumps all other concerns
- Bullied children undermine Black moms’ efforts of raising well-rounded children
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- Figure 43: Classroom bullying by race, November 2011
- Figure 44: Concerns moms have for children – Bullying, making friends, being accepted, by ages of children in household, Black moms vs all moms, July 2016
- A good education is a means to a better life
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- Figure 45: Attitudes toward a college degree as a necessity to a successful career, by race/Hispanic origin, September 2015
Attitudes toward Motherhood
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- Black moms own greater trust in her parenting abilities than moms in general
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- Figure 46: Moms’ attitudes – Strongly agree, Black moms indexed to all, July 2016
- She’s grateful for what she has, but she also dreams of a better life
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- Figure 47: Black moms’ attitudes toward satisfaction in life – Any agree, by household income, July 2016
- Religion and faith are reflective in how she manages her family
- Her presentation to the world is a reflection of her abilities
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations
- Terms
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