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Marketing to Black Moms - US - April 2010

In an increasingly diverse society, advertisers can no longer afford to overlook the Black community as a significant consumer group. Black moms in particular are earning more money, postponing childbirth and living more independently than ever. On average, Black moms—regardless of household income—are more likely to choose name brand items over generic or private brands than moms overall. In this report, marketers will learn how to best draw in this group of consumers with topics including:

  • Exclusive cultural insights into Black moms of today, and how to market to the New Black Mom—the educated, professional and increasingly well-to-do Black moms that are growing in number
  • The demographics of education, household income, marital status and number of children among Black moms, including explanations and implications of these dynamics
  • How the changing economy is affecting the spending patterns of Black moms
  • The role of parenting values, childcare and spending habits of Black moms
  • The primary shoppers in the households of Black moms, and their effects on item purchases and the overall amount of spending
  • The potentials for selling baby durables, disposables, food and drink to Black moms based on sales forecasts
  • Black moms’ preferred advertising methods, and the role of the internet and social networking sites in reaching out to this consumer group

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Consumer Expenditure Survey
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • A profile of Black moms
                        • How many mothers?
                          • Who are the moms?
                            • Black moms, education and divorce
                              • Moms and their families
                                • Black moms and household income
                                  • What makes a good mom?
                                    • What makes a good mom worry?
                                      • Moms and shopping
                                        • Key mom product markets
                                          • Baby products
                                            • Marketing to Black moms
                                              • It takes a community
                                                • U.S. Black demographics
                                                  • U.S. Black population
                                                    • Black purchasing power
                                                      • Black households
                                                      • Insights and Opportunities

                                                        • Capturing the New Black Mom
                                                          • Black is beautiful
                                                            • Cause-driven marketing
                                                              • The Michelle Obama factor
                                                              • Inspire Insights

                                                                  • Trend: Alpha mom
                                                                    • What’s it about?
                                                                      • What we've seen
                                                                        • Specifics
                                                                          • Implications
                                                                            • Trend: Who are the Joneses?
                                                                              • What’s it about?
                                                                                • What we’ve seen
                                                                                  • Specifics
                                                                                    • Implications
                                                                                    • A Profile of Black Moms

                                                                                      • Key points
                                                                                        • How many mothers?
                                                                                          • Figure 1: Women 15-50 years old who gave birth in the previous year, by race and marital status, 2006-08
                                                                                          • Figure 2: Fertility rate, by race and Hispanic origin of mother, 1997-2007
                                                                                          • Figure 3: Households with children, by race/Hispanic origin of householder, 2009
                                                                                        • Who are the moms?
                                                                                          • Figure 4: Black and White women 15-50 years old who gave birth in the previous 12 months, by marital status, 2006-08
                                                                                        • Black moms and education
                                                                                          • Figure 5: Educational attainment for the Black population 25 years or older, by gender, 2006-08
                                                                                        • Moms and their families
                                                                                          • Figure 6: Black households and all households, by presence and ages of children, 2009
                                                                                        • Children in the Black household
                                                                                          • Figure 7: Black households with children, by age of householder and number of children, 2009
                                                                                        • Marital status of Black moms
                                                                                          • Figure 8: Black households with children, by type of household and number of children, 2009
                                                                                        • Black households’ financials
                                                                                          • Household income distribution by race
                                                                                            • Figure 9: Household income distribution, by race/Hispanic origin of householder, 2008
                                                                                          • Median household income by race/Hispanic origin
                                                                                            • Figure 10: Median household income, by race and Hispanic origin of householder, 2008
                                                                                          • Black moms and their household budget
                                                                                            • Figure 11: Changes in Black household income, by household income, January 2010
                                                                                            • Figure 12: Changes in Black household income, by marital status, January 2010
                                                                                            • Figure 13: Changes in Black household income, by educational attainment, January 2010
                                                                                            • Figure 14: Changes in Black household income, by part-time/full-time employment, January 2010
                                                                                          • How are Black moms coping with monthly household expenses?
                                                                                            • Figure 15: Black moms’ attitudes towards monthly expenses, by household income, January 2010
                                                                                            • Figure 16: Black moms’ attitudes towards monthly expenses, by number of children in the household, January 2010
                                                                                          • Changes in household expenditure by category
                                                                                            • Regardless of household income, a third of Black moms are spending more on groceries
                                                                                              • Figure 17: Black households’ changes in expenditure in key sectors, by household income, January 2010
                                                                                            • Expenditure on groceries has significantly increased in households with more children
                                                                                              • Figure 18: Black households’ changes in expenditure in key sectors, by number of children in the household, January 2010
                                                                                          • What Makes a Good Mom?

                                                                                            • Key points
                                                                                              • Moms’ personal attributes
                                                                                                • Moms with greater household income feel a greater need to monitor kids’ online activities
                                                                                                  • Figure 19: Traits that define a “good mother,” by household income, January 2010
                                                                                                • Older moms feel that a wide range of traits are essential to being a “good mom”
                                                                                                  • Figure 20: Traits that define a “good mother,” by age, January 2010
                                                                                                • Stay-at-home moms monitor kids’ online activities more than working moms
                                                                                                  • Figure 21: Traits that define a “good mother,” by employment status, January 2010
                                                                                              • What Makes a Good Mom Worry?

                                                                                                • Key points
                                                                                                  • Household income determines what Black moms worry about the most
                                                                                                    • Figure 22: Things moms worry about when caring for their child/children, by household income, January 2010
                                                                                                  • Younger moms worry more about children’s safety
                                                                                                    • Figure 23: Things moms worry about when caring for their child/children, by age, January 2010
                                                                                                  • By educational attainment
                                                                                                    • Figure 24: Things moms worry about when caring for their child/children, by educational attainment, January 2010
                                                                                                • Moms and Shopping

                                                                                                  • Key points
                                                                                                    • Who is doing the shopping?
                                                                                                      • By household income
                                                                                                        • Figure 25: Who does the shopping for groceries and drug store items, by household income, January 2010
                                                                                                      • By marital status
                                                                                                        • Figure 26: Who does the shopping for groceries and drug store items, by marital status, January 2010
                                                                                                      • Working moms are the most likely to allow kids to help with shopping
                                                                                                        • Figure 27: Who does the shopping for groceries and drug store items, by employment status, January 2010
                                                                                                    • Key Mom Product Markets

                                                                                                      • Key points
                                                                                                        • Baby food and drink
                                                                                                          • Market size
                                                                                                            • Figure 28: FDMx sales of baby food and drinks, at current prices, 2003-13
                                                                                                            • Figure 29: FDMx sales of baby food and drinks, at inflation-adjusted prices, 2003-13
                                                                                                          • Sales and forecast of baby and youth durables
                                                                                                            • Figure 30: Total U.S. retail sales and forecast of baby and youth durables, at current prices, 2004-14
                                                                                                            • Figure 31: Total U.S. retail sales of baby and youth durables, at inflation-adjusted prices, 2004-14
                                                                                                          • Disposable baby products
                                                                                                            • Market size
                                                                                                              • Figure 32: Total U.S. FDMx sales and forecast of disposable baby products, at current prices, 2004-14
                                                                                                              • Figure 33: Total U.S. FDMx sales and forecast of disposable baby products, at inflation-adjusted prices, 2004-14
                                                                                                            • Walmart sales
                                                                                                              • Marketing to Black moms
                                                                                                                • Black moms are more receptive to advertising
                                                                                                                  • Figure 34: Usage of in-store promotional material—all moms vs. Black moms, April 2008-June 2009
                                                                                                                  • Figure 35: Moms’ attitudes towards advertising—all moms vs. Black moms, April 2008-June 2009
                                                                                                                • The internet’s role in marketing to Black moms
                                                                                                                  • Figure 36: Black moms’ attitudes towards the internet, by household income, April 2008-June 2009
                                                                                                              • It Takes a Community

                                                                                                                • Key points
                                                                                                                  • Black moms prefer Facebook
                                                                                                                    • Figure 37: Black moms’ membership of online communities, by age, January 2010
                                                                                                                  • Online communities’ preference by educational attainment
                                                                                                                    • Figure 38: Black moms’ membership of online communities, by educational attainment, January 2010
                                                                                                                  • The more children in the household, the more likely moms use social networking sites
                                                                                                                    • Figure 39: Black moms’ membership of online communities, by number of children in the household, January 2010
                                                                                                                • Influences on Moms’ Purchasing Decisions

                                                                                                                  • Key points
                                                                                                                    • Regardless of age, moms value personal recommendations over advertising
                                                                                                                      • Figure 40: Factors that influence Black moms’ purchasing decisions, by level of importance, by age, January 2010
                                                                                                                    • Shopping influencers vary by educational attainment
                                                                                                                      • Figure 41: Factors that influence Black moms’ purchasing decisions, by level of importance, by educational attainment, January 2010
                                                                                                                  • Moms’ Helpers

                                                                                                                    • Key points
                                                                                                                      • Who’s watching the kids?
                                                                                                                        • Regardless of household income, most Black moms do not use childcare services
                                                                                                                          • Figure 42: Childcare service providers utilized by Black moms, by household income, January 2010
                                                                                                                        • Marital status does not impact usage of childcare services
                                                                                                                          • Figure 43: Childcare service providers utilized by Black moms, by marital status, January 2010
                                                                                                                      • Cluster Analysis

                                                                                                                          • Strugglers
                                                                                                                            • Constant spenders
                                                                                                                              • Recession-proof
                                                                                                                                • Characteristic tables:
                                                                                                                                  • Figure 44: Black mother clusters, January 2010
                                                                                                                                  • Figure 45: Change in household income, by Black mother clusters, January 2010
                                                                                                                                  • Figure 46: Attitudes about expenditures, by Black mother clusters, January 2010
                                                                                                                                  • Figure 47: Black households’ changes in expenditure in key sectors, by Black mother clusters, January 2010
                                                                                                                                  • Figure 48: Traits that define a “good mother,” by Black mother clusters, January 2010
                                                                                                                                  • Figure 49: Who does the shopping for groceries and drug store items, by Black mother clusters, January 2010
                                                                                                                                  • Figure 50: Things moms worry about when caring for their child/children, by Black mother clusters, January 2010
                                                                                                                                  • Figure 51: Factors that influence Black moms’ purchasing decisions, by Black mother clusters, January 2010
                                                                                                                                • Cluster demographic tables:
                                                                                                                                  • Figure 52: Black mother clusters, by age, January 2010
                                                                                                                                  • Figure 53: Black mother clusters, by household income, January 2010
                                                                                                                                  • Figure 54: Black mother clusters, by marital status, January 2010
                                                                                                                                  • Figure 55: Black mother clusters, by household size, January 2010
                                                                                                                                  • Figure 56: Black mother clusters, by number of children, January 2010
                                                                                                                                  • Figure 57: Black mother clusters, by employment status, January 2010
                                                                                                                                • Cluster methodology
                                                                                                                                • Marketing and Advertisements

                                                                                                                                    • Gerber Graduates Lil Crunchies
                                                                                                                                      • Figure 58: Gerber: Black mom with “eyes in the back of her head,” March 2009
                                                                                                                                    • McDonald’s Happy Meals
                                                                                                                                      • Figure 59: McDonald’s: A Happy Meal Night after one of those days, June 2009
                                                                                                                                    • Huggies Pull-Ups Training Pants
                                                                                                                                      • Figure 60: Huggies: The Lyons’ story, May 2009
                                                                                                                                    • Doritos
                                                                                                                                      • Figure 61: Doritos: Toddler slaps his mother’s date, February 2010
                                                                                                                                    • Radica U-Create Music
                                                                                                                                      • Figure 62: Radica: Boy chooses beats, bass, and DJs party, October 2009
                                                                                                                                  • U.S. Black Population

                                                                                                                                    • Key points
                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                        • Figure 63: Population, by race and Hispanic origin, 2005-15
                                                                                                                                        • Figure 64: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                        • Figure 65: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                      • U.S. Black population
                                                                                                                                        • Black population by age
                                                                                                                                          • Figure 66: U.S, Black population, by age, 2005-15
                                                                                                                                        • U.S. Black geographic concentration
                                                                                                                                          • Figure 67: Black geographic concentration, by region, 2007
                                                                                                                                        • Black population by state
                                                                                                                                          • Figure 68: States with largest Black population, 2008
                                                                                                                                          • Figure 69: States with the highest share of Black residents, 2008
                                                                                                                                        • Black metros
                                                                                                                                          • Figure 70: Metropolitan status of Black households, 2001 and 2007
                                                                                                                                          • Figure 71: Top ten metropolitan areas with the largest number of Black residents, 2006-08
                                                                                                                                        • Black purchasing power
                                                                                                                                          • Black income
                                                                                                                                            • Figure 72: Household income distribution for all households and Black households, 2008
                                                                                                                                          • Income of Black households versus total U.S. households
                                                                                                                                            • Figure 73: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                                                                          • Purchasing power by race/Hispanic origin
                                                                                                                                            • Figure 74: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                            • Figure 75: Top ten states with the largest share of Black buying power, 2008
                                                                                                                                            • Figure 76: Top ten states, by rate of growth of Black buying power, 1990-2008
                                                                                                                                          • Black households
                                                                                                                                            • Figure 77: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                          • Simmons consumer data
                                                                                                                                            • Figure 78: Attitudes about shopping—all moms vs. Black moms, April 2008-June 2009
                                                                                                                                            • Figure 79: General attitudes—all moms vs. Black moms, April 2008-June 2009
                                                                                                                                            • Figure 80: Shopping behavior—all moms vs. Black moms, April 2008-June 2009
                                                                                                                                          • Consumer survey tables
                                                                                                                                            • Black moms and household income
                                                                                                                                              • Figure 81: Number of children in the Black household, by household income, January 2010
                                                                                                                                              • Figure 82: Household income of Black moms, by age, January 2010
                                                                                                                                            • Working moms, inside and outside of the home
                                                                                                                                              • Figure 83: Working Black moms, by household income, January 2010
                                                                                                                                              • Figure 84: Working Black moms, by marital status, January 2010
                                                                                                                                              • Figure 85: Traits that define a “good mother,” by household income, January 2010
                                                                                                                                              • Figure 86: Additional traits that define a “good mother,” by household income, January 2010
                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Facebook, Inc.
                                                                                                                                            • Google, Inc.
                                                                                                                                            • McDonald's U.S.A.
                                                                                                                                            • MySpace.com
                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                            • Yahoo! Inc
                                                                                                                                            • YouTube, Inc.

                                                                                                                                            Marketing to Black Moms - US - April 2010

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