Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Financial matters top Black moms’ concerns
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- Figure 1: Black moms and finances/household budgeting, May 2017
- Kids’ age impact Black moms’ household management
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- Figure 2: Black moms’ survival, by children’s age group, May 2017
- Financially sound Black moms yearn for deeper emotional connection to their kids
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- Figure 3: Black moms’ priorities, by household income, May 2017
- Black moms’ age impacts methods for researching and buying products
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- Figure 4: Black moms’ product purchases, by mom’s age group, May 2017
- Black moms are willing to buy name brands if they are effective
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- Figure 5: Shopping behavior, attitudes and opinions, Black moms indexed to all moms, January 2016- March 2017
- The opportunities
- Connect with Black moms with images and situations that are familiar to her
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- Figure 6: Targeting moms, Black moms indexed to all moms, May 2017
- Strategically use traditional media to reach out to her
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- Figure 7: Lifestyles and the internet, attitudes and opinions about media, Black and total moms with children under 18 in the household, January 2016-March 2017
- Show Black moms how to stretch her time and money
- What it means
The Market – What You Need to Know
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- Over half of Black moms are single
- Most Black moms are employed
- Single Black moms earn the least of all single working moms
- Black moms are more receptive to advertising vs the average mom
- Digital platforms augment, but do not replace, traditional media sources
- The internet is a research tool for Black moms, but she prefers to shop in store
Black Moms by the Numbers
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- Black moms make up almost a third of all 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, 2016
- One third of Black households have children under 18
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- Figure 9: Households with related children, by race/Hispanic origin of householder, 2016
- The majority of Black moms are single
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- Figure 10: Living arrangement of mothers with children <18, by race/Hispanic origin, 2016
- Black birth rate continues to decline, but remains higher than the average
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- Figure 11: Birth rate, by race/Hispanic origin, 2007-15
- Black moms are having children at a later age, but younger than the general population
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- Figure 12: Average age of mother at first birth, Black and all, 1990-2015
- Most Black moms are in the labor force…
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- Figure 13: Labor force participation among females with children under 18 present in the household, by race/Hispanic origin, 1994-2015
- … but currently face the greatest gap between their participation and employment
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- Figure 14: Labor participation rate, employment status, unemployment of females with children under 18 in the household, by race/Hispanic origin, 2015
- Black moms earn the least among all family types
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- Figure 15: Family household and median income of females with children under 18 in the household, by race/Hispanic origin, 2015
Market Perspective
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- Black moms’ attitudes toward life
- Spirituality and faith steer her life
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- Figure 16: General attitudes and opinions and interest, Black and total moms with children under 18 in the household, January 2016-March 2017
- Black moms are driven to provide a better life for her family
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- Figure 17: General attitudes and opinions and interest, Black and total moms with children under 18 in the household, January 2016-March 2017
- Family is important to Black moms, but she also wants space for herself
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- Figure 18: General attitudes and opinions and interest, Black and total moms with children under 18 in the household, January 2016-March 2017
- Black moms are more pragmatic than the average mom
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- Figure 19: General attitudes and opinions and interest, Black and total moms with children under 18 in the household, January 2016-March 2017
- Lifestyles and internet
- Black moms rely on the internet for information, but to a lesser extent than the average
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- Figure 20: Lifestyles and the internet, by Black and total moms with children under 18 in the household, January 2016-March 2017
- Black moms comparison shop online, but buy in traditional brick and mortar
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- Figure 21: Lifestyles and the internet, by Black and total moms with children under 18 in the household, January 2016-March 2017
- Advertising perceptions
- Advertising serves as a brand and product resource for Black moms
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- Figure 22: Attitudes and opinions about media, Black and total moms with children under 18 in the household, January 2016-March 2017
- Television delivers entertainment and product information
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- Figure 23: Attitudes and opinions about media, Black and total moms with children under 18 in the household, January 2016-March 2017
- Black moms depend on radio for community news, but are selective where they will listen
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- Figure 24: Attitudes and opinions about media, Black and total moms with children under 18 in the household, January 2016-March 2017
- Shopping opinions and behavior
- Shopping is the sport of choice for Black moms
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- Figure 25: Attitudes and opinions about shopping, Black and total moms with children under 18 in the household, January 2016- March 2017
- Black moms are brand conscious and are willing to pay for what they want
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- Figure 26: Attitudes and opinions about shopping, Black and total moms with children under 18 in the household, January 2016-March 2017
- Black moms are proactively well informed on her preferred products
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- Figure 27: Shopping behavior, Black and total moms with children under 18 in the household, January 2016-March 2017
Market Factors
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- More than half of Black women have attended college
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- Figure 28: Educational attainment of women aged 18+, by race/Hispanic origin, 2016
- Most Black women work in service, followed by professional occupations
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- Figure 29: Distribution of employed women aged 16+, by occupation and race/Hispanic origin, 2016
- Black females earn less, on average
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- Figure 30: Average earnings of female workers, aged 18+, by educational attainment and race/ Hispanic origin, 2015
- Preschool and older Black children most likely to be in paid child care
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- Figure 31: Early child care experiences of children under 18, by age, 2011
- Figure 32: Extracurricular activities of school-age children aged 6-17, by race/Hispanic origin, 2011
Key Characteristics – What You Need to Know
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- Online access allows Black moms to shop with greater efficiency
- Most Black moms are the household breadwinner
- The transformation from woman to mom changes her attitude and habits
- As basic needs are covered, Black moms shift focus to her emotional connection to her kids
What’s Working?
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- Her ability to use online tools to help manage her shopping and spending
- Advertising that realistically reflects her life as a mom
- Her confidence in her ability to manage parenting and her household as she ages
What’s Struggling?
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- Stretching her income to meet her family’s needs
- Life and household adjustments after the second kid
- Maintaining an emotional connection to kids in her hectic world
What’s Next?
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- Proposed National Paid Leave Act will impact Black moms
- Marketers address Black moms’ concerns
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- Figure 33: P&G/My Black Is Beautiful, “The Talk,” July 2017
The Consumer – What You Need to Know
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- Black moms’ lifestage impact her perspective and outlook
- Extra hands would help her be her best self
- Providing for her family is her biggest win
- Targeted messages reflecting real life resonates and connects
- She is a mom first, and is willing to sacrifice herself for her kids
- Product promotion and efficacy are of greatest value to her
Profile of Black Moms by Age
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- Black moms differ across life stages
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- Figure 34: Black moms, by age groups, May 2017
- Black moms aged 18-34 more likely to struggle than older moms
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- Figure 35: Black moms aged 18-34, May 2017
- Black moms aged 35-44 more likely to be in the “middle class”
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- Figure 36: Black moms aged 35-44, May 2017
- Black moms aged 45+ are in the last stages of raising children
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- Figure 37: Black moms aged 45+, May 2017
Black Moms’ Survival
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- Black moms want household help, but she has a tighter hold on the kids vs the average mom
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- Figure 38: Mom survival, Black moms indexed to all moms, May 2017
- Black moms manage their household based on experience
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- Figure 39: Black moms survival, by moms’ age group, May 2017
- Older kids make time management easier, but stress household duties
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- Figure 40: Black moms survival, by kids’ age group, May 2017
- Black moms with more than one child feel the stress of household and time management
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- Figure 41: Black moms survival, by number of children, May 2017
- Employed Black moms’ time is stretched thin
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- Figure 42: Black moms’ survival, by employment status, May 2017
Black Moms’ Priorities
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- Black moms are mostly concerned with providing for her family
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- Figure 43: Moms’ priorities, Black moms indexed to all moms, May 2017
- Affluent Black moms feel like winners when they emotionally engage with their children
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- Figure 44: Black moms’ priorities, by household income, May 2017
- Single moms feel accomplished when they can provide for their family
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- Figure 45: Black moms’ priorities, by marital or partnered status, May 2017
- Black moms with a new addition figuring out how to reengineer their household
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- Figure 46: Black moms’ priorities, by number of children under 18, May 2017
What Makes Black Moms Different
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- Black moms undergo greater transformation vs average moms
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- Figure 47: What makes moms different, Black moms indexed to all moms, May 2017
- Financial concerns reign for all Black moms, but for varied reasons
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- Figure 48: What makes Black moms different – watch finances (more likely), by key demographics, May 2017
- Young and less-affluent Black moms more likely to dive into household cleaning
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- Figure 49: What makes Black moms different – clean house (more likely), by key demographics, May 2017
- Black moms 18-44 do not change their social media habits after having kids
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- Figure 50: What makes Black moms different – post to social media, by age, May 2017
Targeting Black Moms
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- Black moms want to see realistic, progressive, positive images in advertising
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- Figure 51: Targeting moms, Black moms indexed to all moms, May 2017
- All Black moms prefer real stories, but rooted in different sources
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- Figure 52: Targeting Black moms, by mom’s age group, May 2017
- Black moms with young children want to see a realistic portrayal of their life in advertising
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- Figure 53: Targeting Black moms, by children’s age group, May 2017
- Suburban Black moms prefer traditional messages vs urban Black moms
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- Figure 54: Targeting Black moms, by area, May 2017
Black Moms’ Attitudes toward Motherhood
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- Black moms are mothers first and relish their roles
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- Figure 55: Attitudes toward motherhood, Black moms indexed to all moms, May 2017
- Young Black moms use social media for organization vs socialization
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- Figure 56: Black moms’ attitudes toward motherhood, by mom’s age, May 2017
- Upper-middle-income Black moms are organized but crave engagement with their children
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- Figure 57: Black moms’ attitudes toward motherhood, by household income, May 2017
- Black moms’ partner status affects approach to time management
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- Figure 58: Black moms’ attitudes toward motherhood, by marital or partnered status, May 2017
- Black moms of young children leverage help from all sources to help take care of the kids
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- Figure 59: Black moms’ attitudes toward motherhood, by child’s age group, May 2017
Black Moms’ Product Purchases
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- Black moms rely on their research for big-ticket items, but defer to the kids for their wants
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- Figure 60: Product purchases, Black moms indexed to all moms, May 2017
- Black moms use online sources to save on personal care and food/beverage purchases
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- Figure 61: Correspondence Analysis – Product purchases, May 2017
- Young Black moms conduct the most research, older moms rely on sales
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- Figure 62: Black moms’ product purchases, by mom’s age group, May 2017
- Single moms purchase on deal across category
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- Figure 63: Black moms’ product purchases, by marital or partnered status, May 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Figure 64: General attitudes and opinions and interest, Black and total moms with children under 18 in the household, January 2016-March 2017
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- Figure 65: Lifestyles and the internet, Black and total moms with children under 18 in the household, January 2016-March 2017
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- Figure 66: Attitudes and opinions about media, Black and total moms with children under 18 in the household, January 2016-March 2017
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- Figure 67: Attitudes/opinions about shopping, Black and total moms with children under 18 in the household, January 2016-March 2017
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- Figure 68: Shopping behavior, Black and total moms with children under 18 in the household, January 2016-March 2017
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