Table of Contents
Executive Summary
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- Hispanic moms are raising one in four children in the US
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- Figure 1: Estimated number of Hispanic moms and their share among all US moms, 2018
- Video summary
- Top takeaways
- The issues and opportunities
- Recognize and reward the sacrifices of working Hispanic moms
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- Figure 2: Hispanic moms’ top responsibilities, by employment status, May 2019
- Create paths for Hispanic moms to focus on their personal growth
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- Figure 3: Hispanic moms’ post-kids plans, indexed to all US moms, May 2019
- Help Hispanic moms help their kids succeed
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- Figure 4: Hispanics’ attitudes toward their children’s education, by moms and dads, May 2019
- What it means
The Market – What You Need to Know
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- There are 8 million Hispanic moms
- To work or not to work?
- English or Spanish?
Hispanic Moms by the Numbers
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- Hispanic women are more likely to be moms
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- Figure 5: Estimated number of Hispanic moms and their share among all US moms, 2018
- Figure 6: Births, by race and Hispanic origin of mother, 2016-17
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- Figure 7: Fertility rates, by race and Hispanic origin, 2017
- Hispanics’ age distribution supports continuing growth
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- Figure 8: Hispanic share of total US population, by age, 2018
- Hispanic women become mothers two years earlier than the average
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- Figure 9: Average age of mother at first birth, by Hispanic origin, 1990-2015
- Hispanic moms manage larger households
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- Figure 10: Households with related children, by race and Hispanic origin of householder, 2018
- Figure 11: Average number of people per household, by race and Hispanic origin, 2017
- Hispanic moms need to do more with less
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- Figure 12: Median household income, by race and Hispanic origin of householder, 2017
- Figure 13: Household income distribution by race and Hispanic origin of householder, 2017
- Half of Hispanic births are out of wedlock
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- Figure 14: Number and percentage of births to unmarried women, by race and Hispanic origin of mother, 2017
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- Figure 15: Hispanic moms’ marital status, by level of acculturation and household income, May 2019
Hispanic Moms and Employment
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- Working moms make significant contributions to household finances
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- Figure 16: Hispanic moms’ employment status, May 2019
- Figure 17: Hispanic moms’ household income, by employment status, May 2019
- Mom’s work brings stability
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- Figure 18: Hispanic moms’ home ownership, by employment status, May 2019
- Figure 19: Hispanic moms’ dreams for relocating their home, by marital status and indexed to all, August 2018
- Nonworking moms prioritize their homes regardless of the age of their children
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- Figure 20: Hispanic moms’ employment status, by age of their children, May 2019
- Hispanic moms want to see a return on their studies
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- Figure 21: Hispanic moms’ employment status, by level of education, May 2019
Hispanic Moms and Language Spoken at Home
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- More than half of Hispanic moms are bilingual
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- Figure 22: Language(s) Hispanic moms speak at home, April 2017-June 2018
- Spanish is ingrained in foreign-born Hispanic moms
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- Figure 23: Share of Hispanic moms born in the US vs born elsewhere, by language spoken at home, April 2017-June 2018
- Bilingual Hispanic moms gravitate toward English for most activities
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- Figure 24: Language Hispanic moms use on select activities, by language spoken at home, May 2019
What’s Happening? – What You Need to Know
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- What moms do online offers a window into who they are
- Complex forms or printing requirements can kill a call to action
- Busier Hispanic moms will start to delegate
What’s Happening?
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- People, family and lifestyles
- It is about moms, not dads
- Hispanic moms find home improvement sites appealing
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- Figure 25: Top categories advertised on thisoldhouse.com, July 7-August 5, 2019
- Baby-related sites are the place to promote baby registries
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- Figure 26: Walmart baby registry online creatives promoted at babycenter.com, June-August 2019
- Figure 27: Top categories advertised on babycenter.com, July 7-August 5, 2019
- The woman who is the mom
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- Figure 28: Top categories advertised on cosmopolitan.com, July 7-August 5, 2019
- Hispanic moms are less likely to look for recipes
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- Figure 29: Top people, family and lifestyles websites Hispanic moms use – Past 30 days, indexed to all moms, to Hispanic women w/o children and to Hispanic dads, October 2017-November 2018
What’s Changing
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- Requiem for the keyboard
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- Figure 30: Platforms Hispanic moms use – Past 7 days, indexed to all moms, to Hispanic women w/o children and to Hispanic dads, October 2017-November 2018
What’s Next?
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- Hispanic moms will start to unload some of their load
- There will be more Hispanic moms commuting
The Consumer – What You Need to Know
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- Hispanic moms feel responsible for the weight of the household
- The majority of Hispanics feel they are doing a good job as parents
- Hispanic moms look forward to achieving personal goals after their children leave home
- Hispanic moms know their children are growing up in a different world
- Lack of consensus when it comes to children’s education
- Hispanic moms have high expectations for their children
Top Responsibilities
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- Hispanic moms feel responsible for most household-related tasks
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- Figure 31: Hispanics’ top responsibilities, by moms and dads, May 2019
- Hispanic moms’ responsibilities change as children grow up
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- Figure 32: Hispanic moms’ top responsibilities, by age, May 2019
- Acculturated Hispanic moms are more likely to be involved in household finances
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- Figure 33: Hispanic moms’ finance-related responsibilities, by level of acculturation and by household income, May 2019
- Moms don’t get a break if they work full time
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- Figure 34: Hispanic moms’ top responsibilities, by employment status, May 2019
Household Dynamics
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- Moms and dads stay in their own lanes
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- Figure 35: Hispanic moms’ parenting approach – Dichotomies, indexed to Hispanic dads, May 2019
- Hispanic moms indulge their children
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- Figure 36: Hispanic moms’ parenting approach – Flexible vs strict, by key demographics, May 2019
- Partners are involved even if not married
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- Figure 37: Hispanic moms’ parenting approach – Shared responsibility, by marital status, May 2019
Moms’ Post-kids Plans
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- Hispanic moms put family and children at the top of their priorities
- Hispanic moms want to focus on themselves when children leave
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- Figure 38: Hispanic moms’ post-kids plans, indexed to all US moms, May 2019
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- Figure 39: Hispanics’ post-kids plans, by moms vs dads, May 2019
- More-affluent Hispanic moms have more ambitious goals
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- Figure 40: Hispanic moms’ post-kids plans, by household income, May 2019
- Older moms want to break the monotony
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- Figure 41: Hispanic moms’ post-kids plans – Personal development vs time with significant other, by age, May 2019
Parenting Pain Points
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- Change defines today’s parents
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- Figure 42: Hispanics’ parenting pain points, by moms vs dads, May 2019
- Having support is more important among younger Hispanic moms
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- Figure 43: Hispanic moms’ parenting pain points, by age, May 2019
- It’s hard to be critical of blessings
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- Figure 44: Hispanic moms’ parenting pain points, by level of acculturation, May 2019
Attitudes Toward Their Children’s Education
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- Half of Hispanic moms are satisfied with their children’s education
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- Figure 45: Hispanics’ attitudes toward their children’s education, by moms vs dads, May 2019
- Unacculturated moms are more positive about their children’s education
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- Figure 46: Hispanic moms’ attitudes toward their children’s education, by level of acculturation, May 2019
- More-affluent Hispanic moms are more demanding of their children
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- Figure 47: Hispanic moms’ attitudes toward their children’s education, by household income, May 2019
Attitudes Toward Their Children’s Growth
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- Hispanic moms have a vision for their children
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- Figure 48: Hispanic moms’ attitudes toward their children’s growth – Strongly agree and any agree (net), May 2019
- Stay-at-home moms are more critical of their role as mothers
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- Figure 49: Hispanic moms’ attitudes toward their own lives as mothers – Strongly agree, by working status, May 2019
- Different moms have different concerns
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- Figure 50: Hispanic moms’ attitudes toward protecting their children – Strongly agree, by level of acculturation, May 2019
- Pride in America increases with acculturation
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- Figure 51: Hispanic moms’ attitudes toward their children’s culture – Strongly agree, by level of acculturation, May 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
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