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Marketing to Black Moms - US - September 2015

"Black moms control the purse strings of the more than $1 trillion buying power in the Black community. While moms may make the ultimate call on purchases, her children influence what she buys because she wants them to provide them with the things she may not have had while growing up. In the home, she’s the queen of her castle and runs a tight ship."

Tonya Roberts, Senior Multicultural Analyst

This report covers the following areas:

  • Moms need help with carving out time for themselves
  • Her children are a reflection of her
  • Her home is her castle, she needs help maintaining it
  • Black moms are sparse in advertising – May impact long-term sales for brands

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • There are nearly 4.5 million Black moms in the US
          • Figure 1: Estimated number of Black moms who have children younger than 18 living in the household, by age, 2014
        • The issues
          • Moms need help with carving out time for themselves
            • Figure 2: Black moms’ attitudes toward raising children, by single versus married, June 2015
          • Her children are a reflection of her
            • Her home is her castle, she needs help maintaining it
              • Figure 3: Black moms’ attitudes toward home, June 2015
            • Black moms are sparse in advertising – May impact long-term sales for brands
              • Figure 4: Black moms’ attitudes toward targeted advertising, May 2014
            • The opportunities
              • Brands need to be seen and heard … relevancy and traditional approach is key
                • Help her help herself
                  • Make her life more enjoyable, stress-free
                    • What it means
                    • The Market – What You Need to Know

                      • At 4.5 million, Black moms have strong impact on buying power in the community
                        • Half of households with children are headed by single moms
                          • Blacks enter motherhood younger than most, older moms not to be discounted
                            • 26% of Black population are children, and Black households have more
                            • Black Moms by the Numbers

                              • There are 4.5 million Black moms in the US, range of ages represented
                                • Figure 5: Estimated number of Black moms who have children younger than 18 living in the household, by age, 2014
                              • Black households more likely than total population to have children
                                • Figure 6: Family households with own children, by race and Hispanic origin of householder, 2014
                              • Black households more than twice as likely as Whites to be headed by women
                                • Figure 7: Family households with own children, by race and Hispanic origin of householder, by type, 2014
                            • Market Perspective

                              • Black population growing at a faster rate than White population
                                • Figure 8: Population by race and Hispanic origin, 2010-20
                              • Children younger than 18 account for one quarter of Black population
                                • Figure 9: Black population, by age, 2010-20
                              • Black households have more children than White households
                                • Figure 10: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                              • Marriage rates low among Black women
                                • Figure 11: Marital status of women aged 18 or older, by race and Hispanic origin, 2014
                                • Figure 12: Rate of interracial marriage among selected races, by race and gender, 2013
                              • More Black children born to unmarried women in 2012
                                • Figure 13: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                            • Key Strategies – What You Need to Know

                              • Culturally relevant advertising more important today than ever
                                • Digital media is nice, but traditional media still winning
                                  • Legacy brands’ innovation maintains relevancy in competitive landscape
                                  • What’s Working?

                                    • Campaigns that speak to Black moms on a cultural level
                                      • In living color… TV ads still reign
                                        • Ads showing dads pull at moms’ heartstrings
                                        • What’s Struggling?

                                          • The idea of natural products is good in theory
                                            • Multiracial household ads are polarizing… more work needed to attract masses
                                            • What’s Next?

                                              • Out with the new, in with the old
                                              • The Consumer – What You Need to Know

                                                • Moms need help with carving out time for themselves
                                                  • Her children are a reflection of her
                                                    • Her home is her castle, she needs help maintaining it
                                                      • Black moms don’t see themselves in advertising
                                                      • Important Aspects of a Good Life

                                                        • A good life is being spiritually fed…putting God first
                                                            • Figure 14: Important aspects of a good life, Black moms indexed to all, June 2015
                                                          • Young moms focused on career, older moms focus on quality time
                                                            • Figure 15: Black moms’ important aspects of a good life, by age, June 2015
                                                        • Attitudes toward Motherhood

                                                          • Being a good mom a big task, she couldn’t do it without the village
                                                              • Figure 16: Attitudes toward motherhood, Black moms indexed to all, June 2015
                                                            • Older moms a little overwhelmed, but are more confident than younger moms
                                                              • Figure 17: Black moms’ attitudes toward motherhood, by age, June 2015
                                                            • Independence, self-sufficiency taught early and encouraged at adulthood
                                                              • Figure 18: Attitudes and opinions toward parenting, Black moms indexed to all, June 2015
                                                            • Young moms not looking forward to empty nest, expect kids to take care of them
                                                              • Figure 19: Black moms’ attitudes and opinions toward parenting, by age, June 2015
                                                          • Black Moms’ Self-Perceptions

                                                            • Black moms are confident, optimistic, passionate and spiritual
                                                              • Figure 20: Self-perceptions, Black moms indexed to all Blacks, April 2015
                                                          • Balancing Family and Work

                                                            • Working is a must, but she’s a queen not a servant. Quality time is her crown
                                                                • Figure 21: Attitudes and opinions toward parenting, Black moms indexed to all, June 2015
                                                              • Younger working moms are more likely to work because they want to
                                                                • Figure 22: Black moms’ attitudes and opinions toward parenting, by age, June 2015
                                                            • Attitudes toward Home

                                                              • Her home is her castle, her sanctuary of love and comfort
                                                                • Figure 23: Black moms’ attitudes toward her home, June 2015
                                                              • Young moms loyal to brands she grew up with
                                                                • Figure 24: Black moms’ attitudes toward her home, by age, June 2015
                                                            • Household Chores – Responsibilities

                                                              • She prevents chaos at home before it happens, kids and brands help
                                                                • Figure 25: Black mom’s attitudes toward household chores, June 2015
                                                              • Younger moms and high-income households want more products to help with chores
                                                                • Figure 26: Black mom’s attitudes toward household chores, by age, June 2015
                                                              • Everyone helps mom with chores, even kids under 12
                                                                • Figure 27: Black moms’ perceptions of responsibility for household chores, June 2015
                                                            • Important Values to Instill in Children

                                                              • Black moms instill values that are deeply rooted in Black culture
                                                                  • Figure 28: Most important values to instill, Black moms indexed to all, June 2015
                                                              • Children Through a Mother’s Eyes

                                                                • Her child’s education is a priority… she’s a driving force
                                                                  • Figure 29: Attitudes toward parenting – Education/hard work, Black moms indexed to all, June 2015
                                                                • A strong disciplinarian… rewards and praise granted the same
                                                                  • Figure 30: Attitudes toward parenting – Affection/praise/discipline, Black moms indexed to all, June 2015
                                                                • Racial discrimination is a major concern. Cultural awareness and pride is important
                                                                  • Figure 31: Black moms’ attitudes toward culture and the cultural conflict on parenting, December 2013
                                                              • Parenting Information Sources

                                                                • Magazines are number one source for parenting advice
                                                                  • Figure 32: Parenting Information sources regularly used, Black moms indexed to all, June 2015
                                                                • Young moms turn to online sources – Social media more prevalent
                                                                  • Figure 33: Black moms’ parenting Information sources regularly used, by age, June 2015
                                                              • Perceptions of Parenting Information Sources

                                                                • Mom blogs help Black moms be a better parent and offer good advice
                                                                    • Figure 34: Correspondence analysis – Black moms’ perceptions of parenting information sources, June 2015
                                                                  • Content is key to adding value – Must be informative, relatable and credible
                                                                    • Figure 35: Black moms’ perceptions of parenting information sources, June 2015
                                                                • Purchase Influencers

                                                                  • Moms rely on kids, TV, online reviews, and word-of-mouth for brand selection
                                                                    • Figure 36: Black moms’ purchase influencers, June 2015
                                                                  • Differences among Black moms by age warrant separate initiatives
                                                                    • Figure 37: Black moms’ purchase influencers, by age June 2015
                                                                • Product Positioning Tactics Influencing Purchases

                                                                  • Savings are important, but moms want larger bulk sizes
                                                                      • Figure 38: Product positioning tactics influencing purchase, Black moms indexed to all, June 2015
                                                                      • Figure 39: Product positioning tactics influencing Black moms’ purchase, by age, June 2015
                                                                    • A good price is important… and she shares deals
                                                                      • Figure 40: Attitudes toward prices and shopping, Black moms indexed to all, June 2015
                                                                  • Attitudes toward Advertising

                                                                    • Black moms need to see themselves in ads, otherwise brand not for them
                                                                      • Figure 41: Black moms’ attitudes toward targeted advertising, May 2014
                                                                    • TV is always on, great way to reach her
                                                                      • Figure 42: Attitudes toward parenting – TV and technology, Black moms indexed to all, June 2015
                                                                    • Traditional media has greater impact than digital on purchase funnel
                                                                      • Figure 43: Effectiveness of advertising mediums on purchase funnel, May 2014
                                                                    • Humor, creativity, and cultural relevancy drive appeal of ads
                                                                      • Figure 44: Attitudes toward parenting – Representations in the media, Black moms indexed to all, June 2015
                                                                    • Young moms feel pressure to be in control, look good, and hide “dirty truths”
                                                                      • Figure 45: Black moms’ attitudes toward parenting – Representations in the media, by age, June 2015
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Consumer qualitative research
                                                                          • Terms
                                                                            • Correspondence analysis methodology

                                                                            Companies Covered

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

                                                                            Marketing to Black Moms - US - September 2015

                                                                            £3,277.28 (Excl.Tax)