Table of Contents
Executive Summary
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- Overview
- Video summary
- Key takeaways
- The issues
- Black moms are more likely to take on full household responsibilities
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- Figure 1: Contributions to the household, by Black and total moms*, June 2019
- Black moms unhappy with the lack of academic rigor
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- Figure 2: Attitudes toward children’s education, by Black and total moms, June 2019
- Black moms are unfamiliar with their child’s world, but it doesn’t impact their connection to their kids
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- Figure 3: Parenting pain points, June 2019
- Black moms are conflicted with their image in advertising media
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- Figure 4: Black moms’ media images, June 2019
- Black moms strive to raise well-rounded, resilient children
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- Figure 5: Attitudes toward children’s growth, June 2019
- The opportunities
- Be of value to Black moms now to seed loyalty later
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- Figure 6: Empty nesters’ dreams, by Black and total moms, June 2019
- Use insights to authentically connect with her
- What it means
The Market – What You Need to Know
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- There are five million Black moms in the US
- The number of single Black moms is shrinking
- Single Black moms earn less than all other moms
Black Moms by the Numbers
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- Black moms make up nearly 14% of all moms
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- Figure 7: Estimated number of moms who have children younger than 18 living in the household, by race and Hispanic origin, 2018
- Black families have more children in their households
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- Figure 8: Average number of people per family household, by race and Hispanic origin, 2018
Market Perspective
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- Share of households with children on par, but composition varies
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- Figure 9: Households, by race and Hispanic origin, 2018
- Gap in two-parent vs single-parent households is shrinking
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- Figure 10: Black parent/child household situations, by type, 1980-2018
- Figure 11: Living arrangements of Black children aged <18, 2008 and 2018
Market Factors
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- Black single moms earn the least income
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- Figure 12: Median household income by marital/parental status and race and Hispanic origin, 2017
- Figure 13: Distribution of household income, by race and marital status, 2017
- Black moms go to college, but don’t finish
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- Figure 14: Educational attainment of birth mother, by Black and total moms, 2017
Key Trends – What You Need to Know
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- Advertising body seeks to uplift images of all women including Black moms
- Finding the right school can be a challenge for Black families
- Black dads prominently featured in advertising may be the next big thing
What’s Working?
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- #SeeHer initiative expands to Black moms and families
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- Figure 15: #SeeHer Representative Ciara and Colie Elaine Oliver at VH1’s Dear Mama special, May 2019
- Black moms continue to create platforms just for them
What’s Struggling?
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- Suburban schools do not always translate to best learning environment
What’s Next?
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- Rise of the Black dad
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- Figure 16: Macy’s Twitter response to Christmas holiday advertising, November 2019
- Figure 17: Twitter response to Huggies packaging featuring a Black dad, July 2019
The Consumer – What You Need to Know
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- Black moms take on more responsibility than the average mom
- Black moms feel ambivalent toward media depictions of their lives
- Black moms want to leave their self-sacrificial lives behind once the kids grow up
- Older moms feel out of touch with their kids’ world
- Black moms are less satisfied than the average mom with their kids’ school
- Balance and resilience are the foundation of Black moms’ wishes for their kids
Contributions to the Household
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- Black moms take on kids and household duties
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- Figure 18: Contributions to the household, by relationship to children, June 2019
- Black moms more likely to be responsible for everything
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- Figure 19: Contributions to the household, by Black and total moms*, June 2019
- Married Black moms share responsibility in raising the kids
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- Figure 20: Contributions to the household – Children-related responsibilities, by marital status, June 2019
- All Black moms accept traditional household roles, married moms hold dual role
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- Figure 21: Contributions to the household – Household duties, by marital status, June 2019
Black Moms’ Media Images
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- Desire for real images is subjective
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- Figure 22: Black moms’ media images, June 2019
- In their own words…
- Moms with teenagers more likely to show concern with her portrayal in media
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- Figure 23: Black moms’ media images, by age group, June 2019
- Single moms accept women just like her in advertising messaging
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- Figure 24: Black moms’ media images, by marital status, June 2019
- Middle-income Black moms don’t see themselves in targeted or general messaging
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- Figure 25: Black moms’ media images, by household income, June 2019
Empty Nesters’ Dreams
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- Black moms seek to redirect attention to themselves once the kids leave
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- Figure 26: Empty nester’s dreams, by Black and total moms, June 2019
- Black moms across all ages sacrifice now, will reward themselves later
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- Figure 27: Empty nester’s dreams – Age groups, by Black and total moms, June 2019
- Greatest gap in desire for new experiences between college-educated moms
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- Figure 28: Empty nester’s dreams – Educational attainment, by Black and total moms, June 2019
Parenting Pain Points
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- Black moms navigate raising the kids in an unfamiliar world
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- Figure 29: Parenting pain points, June 2019
- In their own words…
- Older moms manage teenagers’ angst in a new world
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- Figure 30: Parenting pain points, by generation, June 2019
- Middle-income moms experience class differences vs their upbringing
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- Figure 31: Parenting pain points, by household income, June 2019
- Single and married moms share concerns on parenting pain points
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- Figure 32: Parenting pain points, by marital status, June 2019
Attitudes toward Children’s Education
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- Black moms are not as satisfied in their children’s education
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- Figure 33: Attitudes toward children’s education, by Black and total moms, June 2019
- Homeownership stronger indicator than suburban setting in determining school satisfaction
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- Figure 34: Attitudes toward children’s education, by area type and home ownership, June 2019
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- Figure 35: Attitudes toward children’s education – Area type and home ownership, by Black and total moms, June 2019
- Black moms believe there is room for improvement with their kids’ school
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- Figure 36: Attitudes toward children’s education, by children’s age, June 2019
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- Figure 37: Attitudes toward children’s education – Children’s age group, by Black and total moms, June 2019
Attitudes toward Children’s Growth
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- Black moms want their kids to be happy and resilient
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- Figure 38: Attitudes toward children’s growth, June 2019
- Moms who navigate unfamiliar territory have difficulty letting go
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- Figure 39: Attitudes toward growth – I want my children to discover the world on their own, by various demographics, June 2019
- Moms whose lives are centered on their kids enjoy them the most
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- Figure 40: Attitudes toward children’s growth – I enjoy every moment with my kids, by various demographics, June 2019
- Moms who want their kids to fit in want the same for themselves
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- Figure 41: Attitudes toward children’s growth – It is important that my kids fit in with their peers, by various demographics, June 2019
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Consumer qualitative research
- Abbreviations
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