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Black and Hispanic Moms - US - January 2014

“While there are a lot of similarities between these moms, they are different in many ways. Their culture and heritage is an important part of who they are and they are looking to maintain it, especially younger moms (18-34 years old). It’s likely that they have a heightened sensitivity toward companies who are not trying to reach them, stereotypical messages, or communications not in Spanish.” – Tonya Roberts, Multicultural Analyst

 This report looks at the following areas:

  • What do Black and Hispanic moms have in common? What makes them different?
  • What are some of the challenges she faces? What does she worry most about when it comes to her kids?
  • How receptive are Black and Hispanic moms to marketing and advertising messages? What’s the most effective way to reach her?

Black and Hispanic moms represent a tremendous opportunity for marketers since many of these women are not only the decision makers and shoppers, but also contribute to the family’s disposable income. Although there are some similarities between these two groups of moms, the report will take a deeper dive to uncover nuances and differences that exist beyond language. The specific topic areas will include parenting styles, core values, aspirations, family dynamics, lifestyle, and entertainment.

  • This report explores the following as it relates to Black and Hispanic moms:
  • Show how Black and Hispanic moms differ from moms of other races/ethnic groups, differences between acculturated vs unacculturated within races/ethnicities, and how Millennial moms are similar and different from previous generations, as pertains to:
  • Parenting styles
  • Core values
  • Aspirations
  • Family dynamics
  • Lifestyle and entertainment
  • Identify receptivity to marketing and advertising, and the media and techniques that are most effective in reaching her.

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Table of contents

  1. Scopes and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                  • Demographics
                    • The consumer
                      • Figure 1: Attributes used to describe self, Black and Hispanic moms, December 2013
                      • Figure 2: Attitudes toward exposing kids to other cultures, moms by race/Hispanic origin, December 2013
                      • Figure 3: Attitudes toward discrimination, moms by race/Hispanic origin, December 2013
                      • Figure 4: Attitudes toward maintaining cultural heritage, moms by race/Hispanic origin, December 2013
                      • Figure 5: Attitudes toward family, December 2013
                      • Figure 6: Attitudes toward disciplining children, moms by race/Hispanic origin, December 2013
                      • Figure 7: Things Black and Hispanic moms worry about with kids, December 2013
                      • Figure 8: Leisure activities moms participate in, moms by race/Hispanic origin, July 2013
                      • Figure 9: Goals and aspirations in the next three years, moms by race/Hispanic origin, December 2013
                      • Figure 10: Attitudes toward success, moms by race/Hispanic origin, December 2013
                      • Figure 11: Attitudes toward advertising, moms by race/Hispanic origin, Summer 2012-13
                      • Figure 12: Receptivity to advertising, moms by race/Hispanic origin, Summer 2012-13
                    • Marketing strategies
                      • What we think
                      • Issues and Insights

                          • What do Black and Hispanic moms have in common? What makes them different?
                            • Figure 13: Attributes used to describe self, Black and Hispanic moms, December 2013
                            • Figure 14: Attitudes toward parenting, Black and Hispanic moms, December 2013
                          • What are some of the challenges she faces? What does she worry most about when it comes to her kids?
                            • Figure 15: Attitudes toward Black/Hispanic culture, Black and Hispanic moms, December 2013
                            • Figure 16: Things Black and Hispanic moms worry about with kids, December 2013
                          • How receptive are Black and Hispanic moms to marketing and advertising messages? What’s the most effective way to reach her?
                          • Trend Applications

                              • Trend: The Power of One
                                • Trend: Second Skin
                                  • Mintel Futures: Brand Intervention
                                  • Demographics of Black and Hispanic Moms

                                    • Key points
                                      • Non-Hispanic White moms account for a majority of moms—for now
                                        • Figure 17: Birthrate by race/Hispanic origin, 2012 (prelim.)
                                        • Figure 18: Percentage of total US births by race/Hispanic origin of mother, 2012 (prelim.)
                                      • Hispanic and Black moms’ median age is about three years younger than Whites
                                        • Figure 19: Mean age at first birth, by race/Hispanic origin of mother, 1990-2010
                                        • Figure 20: Birthrate per 1,000 women by age, by race/Hispanic origin of mother, 2012 (prelim.)
                                      • Black and Hispanic households are more likely to have children
                                        • Figure 21: Households with children, by race and Hispanic origin of householder, 2012
                                      • Hispanic children make up one quarter of population of kids
                                        • Figure 22: US population of kids aged 6-11, by race/Hispanic origin, 2007-17
                                      • Demographic profile of moms
                                        • There was a sharp birthrate decline among Hispanics during recession
                                          • Figure 23: Birthrate, by race/Hispanic origin of the mother, 2000-09
                                          • Figure 24: Distribution of births, by race and Hispanic origin of mother, 2000-10
                                        • By 2050, Hispanic children will make up largest segment of children in US
                                          • Marital status
                                            • Figure 25: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
                                          • Minorities, less educated, and lower-income mothers more likely unmarried
                                            • Figure 26: Births to unmarried mothers as a share of births to all mothers, by race and Hispanic origin of mother, 2011
                                        • Self-Image and Perceptions

                                          • Key points
                                            • Black and Hispanic moms are confident, creative, and spiritual
                                              • Figure 27: Attributes used to describe self, Black and Hispanic moms, December 2013
                                            • Older Black moms are more optimistic, younger moms are more ambitious
                                              • Figure 28: Attributes used to describe self, Black moms by age, December 2013
                                            • Older Hispanic moms are more creative and liberal than younger moms
                                              • Figure 29: Attributes used to describe self, Hispanic moms by age, December 2013
                                            • Hispanics have different personality traits based on language preferences
                                              • Figure 30: Attributes used to describe self, Hispanic moms by language spoken in household, December 2013
                                          • Cultural Affinity

                                            • Key points
                                              • The majority of moms like to expose kids to other cultures
                                                • Figure 31: Parenting styles—preference for exposing kids to other cultures, moms by race/Hispanic origin, December 2013
                                                • Figure 32: Parenting styles – preference for exposing kids to other cultures, Black moms by age, December 2013
                                                • Figure 33: Parenting styles – preference for exposing kids to other cultures, Hispanic moms by age, December 2013
                                              • The perception of discrimination is still alive, especially among Black moms
                                                • Figure 34: Attitudes toward discrimination, moms by race/Hispanic origin, December 2013
                                              • Maintaining a cultural connection is critical to Hispanic and Black moms
                                                • Figure 35: Attitudes toward maintaining cultural heritage, moms by race/Hispanic origin, December 2013
                                              • Older Black moms more likely to believe they experience racial discrimination
                                                • Figure 36: Attitudes toward discrimination among Black moms—any agree, by age, December 2013
                                              • Black Millennials are concerned about losing identity, and less interested in adapting to other cultures
                                                • Figure 37: Attitudes toward maintaining cultural connection among Black moms—any agree, by age, December 2013
                                              • Younger Hispanics feel discriminated against and often suppress their identity
                                                • Figure 38: Attitudes toward Hispanic/American culture—any agree, Hispanic moms by age, December 2013
                                              • Younger Hispanics are twice as likely to not want to adapt to American culture
                                                • Figure 39: Attitudes toward Hispanic/American culture—Any agree, Hispanic moms by age, December 2013
                                            • Family Values and Dynamics

                                              • Key points
                                                • Family is the backbone for many Black and Hispanic moms
                                                  • Figure 40: Attitudes toward family, moms by race/Hispanic origin, December 2013
                                                • Older Black moms have a stronger family bond
                                                  • Figure 41: Attitudes toward family, Black moms by age, December 2013
                                                • Younger Hispanic moms struggle to balance personal and family time
                                                  • Figure 42: Attitudes toward family, Hispanic moms by age, December 2013
                                                • English-speaking Hispanics have closer relationships with extended family
                                                  • Figure 43: Attitudes toward family, Hispanic moms by language spoken in household, December 2013
                                              • Parenting Styles

                                                • Key points
                                                  • Black and Hispanic moms believe strongly in disciplining their children
                                                    • Figure 44: Attitudes toward disciplining children, moms by race/Hispanic origin, December 2013
                                                  • Communication is an important part of the relationship they have with their children
                                                    • Figure 45: Attitudes toward their relationship with their children, moms by race/Hispanic origin, December 2013
                                                  • Older Black moms more likely to discipline and less likely to reward
                                                    • Figure 46: Attitudes toward disciplining children, Black moms by age, December 2013
                                                  • Open communication is pivotal to good parenting among older Black moms
                                                    • Figure 47: Attitudes toward their relationship with children, Black moms by age, December 2013
                                                  • Older Hispanic moms have a more traditional parenting role
                                                    • Figure 48: Attitudes toward disciplining their children, Hispanic moms by age, December 2013
                                                  • Older moms say their kids influence their opinions
                                                    • Figure 49: Attitudes toward relationship with children, Hispanic moms by age, December 2013
                                                  • Spanish-speaking moms different from others when it comes to discipline
                                                    • Figure 50: Attitudes toward disciplining children, Hispanic moms by language spoken in household, December 2013
                                                  • Spanish-speaking Hispanics say they need parenting advice
                                                    • Figure 51: Attitudes toward communicating with their children, Hispanic moms by language spoken in household, December 2013
                                                • What Moms Worry About

                                                  • Key points
                                                    • Moms worry most about their child’s safety, education, and health, especially Hispanics
                                                      • Figure 52: Things Black moms worry about with kids, moms by race/Hispanic origin, December 2013
                                                    • Hispanic moms worry more about their child’s safety, violence, and bullying
                                                      • Figure 53: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
                                                    • Blacks disproportionately victims of homicide, which drives concern
                                                      • Figure 54: Homicide rates among persons aged 10–24, by race/ethnicity and sex, US, 2010
                                                    • Hispanics are significantly more likely to be in a gang, heightens stress among moms
                                                      • Figure 55: Incidence of gang membership by race/Hispanic origin, 1996-2011
                                                    • Higher incidence of certain conditions causes moms to worry about child’s health
                                                      • Figure 56: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
                                                    • Despite doing all they can, moms still worry about their child’s happiness
                                                      • Figure 57: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
                                                    • Many moms worry about teen pregnancy and sexually transmitted diseases, and rightfully so given the incidence among teens
                                                      • Figure 58: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
                                                  • Lifestyle and Entertainment

                                                    • Key points
                                                      • Watching TV, going online, and reading are her favorite pastimes
                                                        • Figure 59: Leisure activities Black and Hispanic moms participate in, moms by race/Hispanic origin, July 2013
                                                      • Hispanic moms use the internet for things for their kids
                                                        • Figure 60: Online activities participated in related to their children, moms by race/Hispanic origin, July 2013
                                                      • More Black moms admit they are TV addicts
                                                        • Figure 61: Role media plays in moms’ entertainment and leisure activities, moms by race/Hispanic origin, Summer 2012-13
                                                    • Goals and Aspirations

                                                      • Key points
                                                        • Blacks and Hispanics differ when it comes to their aspirations
                                                          • Figure 62: Goals and aspirations in the next three years, Black and Hispanic moms, December 2013
                                                          • Figure 63: Attitudes toward success, moms by race/Hispanic origin, December 2013
                                                        • Younger Black moms have a lot of goals, older moms want a healthier lifestyle
                                                          • Figure 64: Goals and aspirations in the next three years, Black moms by age, December 2013
                                                        • Older Hispanics want to travel more, younger Hispanics want a healthier lifestyle
                                                          • Figure 65: Goals and aspirations in the next three years, Hispanic moms by age, December 2013
                                                      • Receptivity to Marketing and Advertising

                                                        • Key points
                                                          • Black moms are more engaged with TV
                                                            • Figure 66: Attitudes toward the general value of media, moms by race/Hispanic origin, Summer 2012-2013
                                                          • Moms rely on newspapers for local news, and TV to keep them informed
                                                            • Figure 67: Attitudes toward information value of media, moms by race/Hispanic origin, Summer 2012-2013
                                                          • Black moms are much more receptive to advertising
                                                            • Figure 68: Receptivity to advertising, moms by race/Hispanic origin, Summer 2012-13
                                                          • Black and Hispanic moms are more engaged with ads
                                                            • Figure 69: Attitudes toward advertising, moms by race/Hispanic origin, Summer 2012-2013
                                                        • Marketing Strategies

                                                          • Key points
                                                            • Overview of the brand landscape
                                                              • Brand analysis: Mattel, Toy Feliz
                                                                • Figure 70: Mattel, Toy Feliz advertisement, 2013
                                                              • Brand analysis: Verizon Wireless
                                                                • Figure 71: Verizon Wireless, “Star Wars Family—Trick or Treat,” TV Ad, 2013
                                                            • Appendix – US Black Population

                                                              • Key points
                                                                • US population by race/Hispanic origin
                                                                  • Figure 72: Population, by race/Hispanic origin, 2008-18
                                                                  • Figure 73: US Population, by race/Hispanic origin, 1970-2020
                                                                  • Figure 74: Asian, Black, and Hispanic populations, 1970-2020
                                                                • Age
                                                                  • Generations by race
                                                                    • Figure 75: US population by race and generation, 2011
                                                                  • Black population by age
                                                                    • Figure 76: US Black population, by age, 2008-18
                                                                    • Figure 77: US Population, by age, 2008-18
                                                                  • US Black geographic concentration
                                                                    • Figure 78: Black geographic concentration, by region, 2010
                                                                  • Black population by state
                                                                    • Figure 79: States with largest Black population, 2011
                                                                    • Figure 80: States with largest Black population, by distribution, 2008
                                                                  • Population by geographic concentration
                                                                    • Figure 81: States (including District of Columbia) ranked with the highest share of Black residents, 2011
                                                                  • Black metro areas
                                                                    • Figure 82: Metropolitan status of Black households, 2006 and 2011
                                                                    • Figure 83: Top 10 metropolitan areas with the largest number of Black residents, 2010
                                                                  • Black households
                                                                    • Figure 84: Average household size, moms by race/Hispanic origin/race of householder, 2001 and 2011
                                                                    • Figure 85: Presence and ages of children in the household, by race/Hispanic origin, 2011
                                                                    • Figure 86: Marital status, by race/Hispanic origin, 2011
                                                                • Appendix – US Hispanic Population

                                                                  • Key points
                                                                    • Hispanic purchasing power projected to reach $1.7 trillion in four years
                                                                      • Hispanic household income lags Whites and Asians
                                                                        • Figure 87: Median household income, by race/Hispanic origin of householder, 2011
                                                                      • Hispanic male median personal income improved in 2011
                                                                        • Figure 88: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
                                                                      • Hispanic unemployment rates declining
                                                                        • Figure 89: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
                                                                      • Hispanics are among the fastest-growing population segments in the US
                                                                        • Hispanics are overwhelmingly young
                                                                          • Figure 90: Generational profile, Hispanics versus non-Hispanics, 2011
                                                                        • Hispanic households are larger than non-Hispanic households
                                                                          • Figure 91: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
                                                                          • Figure 92: Number of households, by number of people in the household—Hispanics versus all, 2011
                                                                        • Hispanic households have younger children
                                                                          • Figure 93: Number of households with children, by race and Hispanic origin of householder, 2012
                                                                          • Figure 94: Number of households, by race of householder and presence and ages of children, 2011
                                                                        • Hispanic educational attainment generally high school or lower
                                                                          • Figure 95: Educational attainment of Hispanic men, by age, 2011
                                                                          • Figure 96: Educational attainment of Hispanic women, by age, 2011
                                                                        • Hispanics overwhelmingly reside in Southern and Western US
                                                                          • Figure 97: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                        • Immigration is declining – but immigration reform may present an opportunity
                                                                        • Appendix – Other Useful Tables

                                                                            • Figure 98: Attributes used to describe self, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 99: Attributes used to describe self, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 100: Attributes used to describe self, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 101: Attributes used to describe self, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 102: Attitudes toward family, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 103: Attitudes toward family, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 104: Attitudes toward family, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 105: Attitudes toward family, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 106: Attitudes toward parenting, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 107: Attitudes toward parenting, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 108: Attitudes toward parenting, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 109: Attitudes toward parenting, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 110: Things Black moms worry about with kids, by attributes used to describe self, December 2013
                                                                            • Figure 111: Things Black moms worry about with kids, by attributes used to describe self, December 2013
                                                                            • Figure 112: Things Hispanic moms worry about with kids, by attributes used to describe self, December 2013
                                                                            • Figure 113: Things Hispanic moms worry about with kids, by attributes used to describe self, December 2013
                                                                            • Figure 114: Attitudes toward Black/African-American culture—any agree, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 115: Attitudes toward Black/African-American culture—any agree, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 116: Attitudes toward Black/African-American culture—neutral, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 117: Attitudes toward Black/African-American culture—neutral, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 118: Attitudes toward Hispanic/American culture—any agree, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 119: Attitudes toward Hispanic/American culture—any agree, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 120: Attitudes toward Hispanic/American culture—neutral, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 121: Attitudes toward Hispanic/American culture—neutral, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 122: Attitudes toward success, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 123: Attitudes toward success, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 124: Goals and aspirations in the next three years, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 125: Goals and aspirations in the next three years, by attributes used to describe self, Hispanic moms, December 2013
                                                                            • Figure 126: Things Black moms worry about with kids, by age, December 2013
                                                                            • Figure 127: Things Hispanic moms worry about with kids, by age, December 2013
                                                                            • Figure 128: Things Hispanic moms worry about with kids, by language spoken in household, December 2013
                                                                            • Figure 129: Attitudes toward parenting, by language spoken in household, December 2013
                                                                            • Figure 130: Attitudes toward Black/African-American culture—any agree, Black moms by age, December 2013
                                                                            • Figure 131: Attitudes toward Hispanic/American culture—any agree, Black moms by age, December 2013
                                                                            • Figure 132: Attitudes toward Hispanic/American culture—any agree, Hispanic moms by language spoken in household, December 2013
                                                                            • Figure 133: Goals and aspirations in the next three years, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 134: Goals and aspirations in the next three years, by attributes used to describe self, Black moms, December 2013
                                                                            • Figure 135: Goals and aspirations in the next three years, Hispanic moms by language spoken in household, December 2013
                                                                            • Figure 136: Attitudes toward success, Hispanic moms by language spoken in household, December 2013
                                                                            • Figure 137: Attitudes toward success, Black moms by age, December 2013
                                                                            • Figure 138: Attitudes toward success, Hispanic moms by age, December 2013
                                                                        • Appendix – Trade Associations

                                                                          Companies Covered

                                                                          To learn more about the companies covered in this report please contact us.

                                                                          Black and Hispanic Moms - US - January 2014

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