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Marketing to Black Moms - US - September 2016

"Black moms are the information gatekeepers, product and service decision makers, and the representative of her household. Although she is stretched across her parental and personal responsibilities, she takes comfort in knowing that her village – headed by her mom – will serve as a guidepost and help her make decisions to ensure her children are safe and grow up to be well-rounded adults. She is grateful for her life but wants to improve her situation, namely her income, so her family can not only survive but also thrive."
- Toya Mitchell, Multicultural Analyst

This report discusses the following key topics:

  • Most Black moms are raising their children as a single parent
  • The village, headed by her mom, is crucial to her family’s success
  • Education and career are the foundation of a better life

This Report discusses Black moms’ perceptions of parenting resources and attitudes and investigates the challenges and concerns Black moms face.

For the purposes of this Report, moms are defined as female parents or guardians of children younger than 18 living in the home.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Most Black moms are raising their children as a single parent
              • Figure 1: Demographics – Detail by marital status, July 2016
            • The village, headed by her mom, is crucial to her family’s success
              • Figure 2: Value of parenting resources – Any and primary, July 2016
            • Education and career are the foundation of a better life
              • Figure 3: Moms’ attitudes toward work and career – Any agree, by Black moms vs all moms, February 2015-March 2016
              • Figure 4: Demographics, detail by marital and employment status, July 2016
            • Her own and her family’s appearance is a reflection of her management and organization abilities
              • Figure 5: Perception of self as a mother – Health and appearances, Black moms indexed to all, July 2016
            • She understands the importance of being healthy, but has issues creating a space for self-care
              • Figure 6: Challenges of motherhood – Self-care, Black moms indexed to all, July 2016
            • Black moms control what happens in their household, but outside forces are a challenge
              • The opportunities
                • Show her what products and services can maximize her productivity
                  • Show her how to lead a healthy lifestyle on her terms
                    • Figure 7: FabUplus magazine featuring Jessamyn Stanley cover photo, Fall, 2016
                  • Ensure she sees her lifestyle, behavior, and values in communication to her
                    • What it means
                    • The Market – What You Need to Know

                      • US births are declining across all groups, but Black births are expected to fall at a slower pace vs White births
                        • Black women are more likely to be single parents
                          • Black moms are advancing their education, increasing household income
                            • Black households spend a greater portion of their income on basic needs vs non-Black households
                            • Black Moms by the Numbers

                              • Black moms number about 5 million, represent almost one third of Black females
                                • Figure 8: Estimated number of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2015
                              • Birth rate declining overall, but Black continues to outpace Whites
                                • Figure 9: Birth rate, by race/Hispanic origin, 2004-14
                                • Figure 10: Distribution of projected population, by race/Hispanic origin, 2015-60
                              • Black unemployment yet to make a full recovery post recession
                                • Figure 11: Unemployment, by race/ Hispanic origin, seasonally adjusted, 2008-15
                                • Figure 12: Bachelor's degree attainment among women aged 25+, by race/Hispanic origin, 2008-15
                              • Black moms are more likely to be single parents
                                • Figure 13: Living arrangement of mothers with children <18, by race/Hispanic origin, 2015
                            • Market Factors

                              • More single Black moms vs total, with 56% as the sole parent in the household
                                • Figure 14: Black moms with co-resident children under 18, by living arrangement, 2015
                              • Black moms are moving up in educational attainment, which positively impacts their household income
                                • Black moms and their pursuit of higher education
                                  • Figure 15: Percentage of children age 6-18 whose mother had earned a bachelor’s degree or higher, by race/ Hispanic origin, 1974-2015
                                • More education equals higher household income
                                  • Figure 16: Black females age 15+ household income, by educational attainment, 2014
                              • Market Perspective

                                • Black household income is rising, but averages less than general market
                                  • Figure 17: Median household income, Black vs White households, in inflation-adjusted dollars, 2008-14
                                  • Figure 18: Average annual household expenditure shares, by Black vs non-Black, 2014
                                • Black moms equally likely to live in an urban or suburban setting
                                  • Figure 19: Frequency of shopping by location, by urban and suburban area, August 2015
                                  • Figure 20: Poverty exposure by household income; % poor neighborhoods, by race/Hispanic origin, 2005-09
                                • 33% of Black moms live with at least two other people in the household
                                  • Figure 21: Average household size, by Black vs total, 2015
                              • Key Strategies – What You Need to Know

                                • Recognize her barometer for what is considered a healthy lifestyle
                                  • Turn her concerns for her children into a positive
                                    • She’s proud of her parenting skills and is in competition only with herself
                                    • What’s Working?

                                      • Her confidence in parenting skills and expectation of raising well-rounded children
                                        • Her support circle remains paramount in helping her raise her children
                                          • Her appearance and presentation to the world resonates confidence, organization, and style
                                          • What’s Challenging?

                                            • Her desire to keep her children physically and emotionally safe
                                              • She wants a better life, but believes the path to success is murky
                                              • What’s Next?

                                                • Balancing the need for self-care with parental and additional responsibilities
                                                  • Younger, first-time moms create and share a new paradigm for raising their children
                                                  • The Consumer – What You Need to Know

                                                    • Black moms recognize the importance of self-care, but she’s not living up to her own expectations
                                                      • Her children’s safety is her top concern
                                                        • Her barometer for a “typical” mom is different than her counterparts, and she’s confident she’s doing better than most.
                                                          • Life can be better, but she’s grateful for what she’s able to accomplish on her own
                                                          • Value of Parenting Resources

                                                              • Parenting is the responsibility of the entire village
                                                                • Her mom is her number one co-parent
                                                                  • Figure 22: Value of parenting resources, Black moms indexed to all, July 2016
                                                                • Single moms have a different secondary support system vs married moms
                                                                  • Figure 23: How Black moms value parenting resources – Family/social circle, by marital status, July 2016
                                                                • Her family is the best parenting resource because traditional media does not reflect her unique issues
                                                                  • Figure 24: Value of parenting resources – Digital media, by Black moms vs all moms, July 2016
                                                              • Perceptions of Moms

                                                                  • She doesn’t see herself as a typical mom...she’s better
                                                                    • Her views on motherhood are more relaxed than that of other moms, but she thinks highly of her own parenting accomplishments
                                                                      • Figure 25: Perception of the “typical” mother, Black moms indexed to all, July 2016
                                                                      • Figure 26: Black moms’ perception of themselves as moms versus the “typical” mom, July 2016
                                                                    • Single moms are more time-strapped vs married ones, but they feel as if they sacrifice more for their children
                                                                      • Figure 27: Black moms’ perception of self as a mother, by marital status, July 2016
                                                                    • Her mom is her guide, but she feels as if she’s doing a better job
                                                                      • Figure 28: Black moms’ perception of themselves as moms versus their own mothers, July 2016
                                                                    • She is health conscious, but that mindset is manifested differently in her life vs the general market
                                                                      • Figure 29: Perception of self as a mother – Health and appearances, Black moms indexed to all, July 2016
                                                                    • She’s one step ahead of what’s happening in her world in order to stay in control of her household
                                                                      • Figure 30: Perception of self as a mother – Staying current, Black moms indexed to all, July 2016
                                                                      • Figure 31: Websites and apps used daily, by Black women, May 2014
                                                                      • Figure 32: Social media sites used, June 2015
                                                                  • Challenges of Motherhood

                                                                      • Black moms are trying to find balance and eventually choose their children above themselves
                                                                        • Figure 33: Challenges of motherhood – Sacrifices, Black moms indexed to all, July 2016
                                                                        • Figure 34: Challenges of motherhood – Social pressure, Black moms indexed to all, July 2016
                                                                      • She experiences difficulty in finding time and energy to devote to other areas in her life
                                                                        • Figure 35: Challenges of motherhood – Balancing responsibilities, by marital status and children’s ages, Black moms indexed to all, July 2016
                                                                      • She recognizes the need for self-care, but is willing to sacrifice herself for her children’s wellbeing
                                                                        • Figure 36: Challenges of motherhood – Self-care, by experience, marital status, and number of children, Black moms indexed to all, July 2016
                                                                      • Her career is important because she wants to provide a better life for her family
                                                                        • Figure 37: Moms’ attitudes toward work and career – Any agree, by Black moms vs all moms, February 2015-March 2016
                                                                    • Activities Moms Do with Children

                                                                        • Lifestage and lifestyle impact how Black moms interact with their children
                                                                          • Figure 38: Activities moms do with children, Black moms indexed to all, July 2016
                                                                        • Television is the leading leisure activity, viewership varies across lifestage
                                                                          • Figure 39: Moms’ attitudes toward television and advertising – Any agree, by Black moms vs all moms and indexed to all, February 2015-March 2016
                                                                          • Figure 40: Activities Black moms do with children – Watch TV, by education, household income, employment, and number of children, July 2016
                                                                        • For Black moms, food equals love and it’s how she demonstrates her love for her children
                                                                          • Figure 41: Activities Black moms do with children – Food related, by age, household income, employment status, and ages of children in household, July 2016
                                                                      • Concerns Moms Have for Children

                                                                          • What keeps her up at night? Black moms’ concerns for her children
                                                                            • Figure 42: Concerns moms have for children, Black moms indexed to all, July 2016
                                                                          • Her children’s safety trumps all other concerns
                                                                            • Bullied children undermine Black moms’ efforts of raising well-rounded children
                                                                              • Figure 43: Classroom bullying by race, November 2011
                                                                              • Figure 44: Concerns moms have for children – Bullying, making friends, being accepted, by ages of children in household, Black moms vs all moms, July 2016
                                                                            • A good education is a means to a better life
                                                                              • Figure 45: Attitudes toward a college degree as a necessity to a successful career, by race/Hispanic origin, September 2015
                                                                          • Attitudes toward Motherhood

                                                                              • Black moms own greater trust in her parenting abilities than moms in general
                                                                                • Figure 46: Moms’ attitudes – Strongly agree, Black moms indexed to all, July 2016
                                                                              • She’s grateful for what she has, but she also dreams of a better life
                                                                                • Figure 47: Black moms’ attitudes toward satisfaction in life – Any agree, by household income, July 2016
                                                                              • Religion and faith are reflective in how she manages her family
                                                                                • Her presentation to the world is a reflection of her abilities
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Consumer survey data
                                                                                      • Abbreviations
                                                                                        • Terms

                                                                                        Companies Covered

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                                                                                        Marketing to Black Moms - US - September 2016

                                                                                        £3,199.84 (Excl.Tax)