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Marketing to Moms - US - September 2015

""Less pressure to settle down and have children early in life means more women are having kids on their own terms – which often means fewer children, later in life. While modern women have more choices than ever before, they also face greater expectations. Even though moms are increasingly working outside the home and filling the role of 'breadwinner,' they are still disproportionately responsible (compared to dads) for household duties and childcare."
- Lauren Bonetto, Lifestyles & Leisure Analyst

This report discusses the following key topics:

  • Fertility mostly stagnant – Will it bounce back to prerecession rates?
  • US families are increasingly diverse and the “traditional” family continues to fade
  • The opinions of others have more influence than advertising on moms’ purchases
  • Expectations of egalitarian parenting not living up to reality

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Figure 1: Estimated number of moms who have children younger than 18 living in the household, by age, 2014
        • The issues
          • Fertility mostly stagnant – Will it bounce back to prerecession rates?
              • Figure 2: Births and fertility rates, 2004-14*
            • The “traditional” family continues to fade
              • Others’ opinions have more influence than advertising on moms’ purchases
                • Figure 3: Purchase influencers – Select responses, June 2015
              • Expectations of egalitarian parenting not living up to reality
                • The opportunities
                  • Supporting families with company policies is a win-win
                    • The new American family makes room for new and/or niche products and services
                      • Refreshing how moms (and dads) are portrayed
                        • Figure 4: Attitudes toward parents represented in advertisements – Any agree, by generation, June 2015
                      • What it means
                      • The Market – What You Need to Know

                        • About one in 10 Americans is a mom to children younger than 18
                          • Reversal of downward trend indicates birth rates may bounce back
                            • Non-Hispanic White women still account for the majority of births
                              • Births out of wedlock vary significantly by race/Hispanic origin
                                • Mother’s education inversely correlated with number of children
                                  • Various factors driving down the size of American families
                                  • Moms by the Numbers

                                      • Figure 5: Estimated number of moms who have children younger than 18 living in the household, by age, 2014
                                    • US fertility poised for a comeback?
                                        • Figure 6: Births and birth rates, by age of mother, 2013 and preliminary 2014
                                      • Non-Hispanic White mothers still account for majority of births
                                        • Figure 7: Births, by race/Hispanic origin of mother, preliminary 2014
                                        • Figure 8: Fertility rate, by race and Hispanic origin, 2003-13*
                                      • Four in 10 women give birth out of wedlock each year
                                          • Figure 9: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
                                        • First time’s a charm – Having first child is rewarding, fills moms with joy
                                            • Figure 10: Birth rates, by age of mother and by live-birth order, preliminary 2014
                                        • Market Perspective

                                          • Highly educated women embracing motherhood, education influences number of children
                                            • Figure 11: Number of children born to women aged 40-44, by mother's education, 2014
                                          • American families are downsizing yet childlessness decreasing
                                            • Figure 12: Number of children born to women ages 40-44, 1976 versus 2014
                                          • Raising children (more children) becoming prohibitively expensive
                                            • US policies do not favor families
                                            • Key Strategies – What You Need to Know

                                              • What’s working: showing dads in a positive light, discussing the “ugly side” of parenting, humor, emphasizing safety
                                                • What’s not working: picture perfect moms, the “mom jeans” mom, overly sentimental ads
                                                  • What’s next: 90s throwback, advocating for moms, de-genderization
                                                  • What’s Working?

                                                    • Getting dads in the picture – and not just to make fun of them
                                                        • Figure 13: “Clorox Triple Action Dust Wipes,” online video, 2015
                                                        • Figure 14: “#HowToDad,” online video, 2014
                                                      • “Real talk” about motherhood – Showing the less-than-glamorous side of being a mom
                                                        • Figure 15: “Clorox Bleachable Moments – Distance,” online video, 2015
                                                        • Figure 16: “Parenting Unfiltered,” online video, 2015
                                                        • Figure 17: “Postpartum: The Musical,” online video, 2015
                                                        • Figure 18: “Real Parents, Real Judgement” and “I Accept You,” online videos, 2015
                                                      • Laughing it off – Humor is a home run
                                                        • Figure 19: “Here’s what to do with overwhelming parenting advice,” online video, 2015
                                                        • Figure 20: “The Mother ‘Hood Official Video,” online video, 2015
                                                      • Emphasizing safety gives moms peace of mind
                                                        • Figure 21: “All About That Honest” and “#CleanLikeAFamily #Transparently,” online videos, 2015
                                                        • Figure 22: “SensorSafe Technology by Evenflo,” online video, 2015
                                                    • What’s Not Working?

                                                      • Picture perfect moms
                                                        • Millennial moms struggle with the “mom-dentity”
                                                          • Figure 23: “Evolution of Mom Dancing,” online video, 2013
                                                          • Figure 24: “Worth It,” “#blessed,” and “Turnt,” online videos, 2015
                                                        • Has “sadvertising” become too ubiquitous?
                                                          • Figure 25: “Happy Father’s Day, Mom,” online video, 2015
                                                          • Figure 26: “Alana & Lisa,” online video, 2015
                                                      • What’s Next?

                                                        • Targeting Millennial moms with ’90s nostalgia
                                                          • Advocating for moms and families
                                                            • Gender, schmender! – The final push for equality?
                                                              • Figure 27: “buddingSTEM Kickstarter,” online video, 2015
                                                          • The Consumer – What You Need to Know

                                                            • For moms, happiness starts at home
                                                              • To work or not to work – that is the question…
                                                                • Moms want their children to be responsible, confident, and hardworking
                                                                  • Moms utilize both digital and analog resources
                                                                    • Moms and purchasing: Other’s opinions are key
                                                                      • Mom and dad stereotypes wearing thin
                                                                        • Moms mostly comfortable to be who they are
                                                                        • Important Aspects of a Good Life

                                                                          • For moms, family key to a happy life
                                                                              • Figure 28: Important aspects of a good life, June 2015
                                                                            • Rural moms more traditional, urban moms more modern, suburban moms’ desires fall somewhere in the middle
                                                                              • Figure 29: Important aspects of a good life, by area of residence, June 2015
                                                                            • Back to basics in low- and middle-income households
                                                                              • Figure 30: Important aspects of a good life, by household income, June 2015
                                                                          • Attitudes toward Motherhood

                                                                            • Moms are proud of their kids – but also have realistic expectations
                                                                                • Figure 31: Attitudes toward motherhood, June 2015
                                                                              • Millennial moms have high expectation, new moms often feel like servants
                                                                                • Figure 32: Expectations for the future – Any agree, by generation, June 2015
                                                                            • Balancing Family and Work

                                                                              • When it comes to time with kids, quality more important than quantity
                                                                                  • Figure 33: Attitudes toward quality time versus quantity – Any agree, by employment status, June 2015
                                                                                • To work or not to work – that is the question…
                                                                                    • Figure 34: Attitudes toward balancing family and work – Any agree, June 2015
                                                                                • Important Values to Instill in Children

                                                                                  • Moms want kids to be responsible, confident, and hardworking
                                                                                      • Figure 35: Most important values to instill, June 2015
                                                                                    • The younger the mom, the more emphasis on being open-minded
                                                                                      • Figure 36: Most important values to instill, by generation, June 2015
                                                                                  • Children Through a Mother’s Eyes

                                                                                    • Recognizing accomplishments: Praise the roof
                                                                                      • Moms in contrast: Pressure in the city and only-child stereotypes
                                                                                        • Figure 37: Attitudes toward parenting – Any agree, by generation, June 2015
                                                                                    • Parenting Information Sources and Perceptions

                                                                                      • Moms utilize digital and analog sources
                                                                                          • Figure 38: Parenting information sources regularly used, June 2015
                                                                                        • Millennial moms are a prime target group for content marketing
                                                                                          • Figure 39: Parenting information sources regularly used, by generation, June 2015
                                                                                        • New moms looking for lots of help
                                                                                          • Figure 40: Parenting information sources regularly used, by new versus experienced moms, June 2015
                                                                                        • Most-used sources favored for being informative, targeted, useful
                                                                                          • Figure 41: Perceptions of parenting information sources, June 2015
                                                                                      • Purchase Influencers

                                                                                        • Kids’ preferences are paramount
                                                                                          • Moms also tap in to the “online collective”
                                                                                            • Room remains for tried-and-true marketing methods
                                                                                              • Figure 42: Purchase influencers, June 2015
                                                                                            • Millennial moms especially influenced by reviews and recommendations
                                                                                              • Figure 43: Purchase influencers, by generation, June 2015
                                                                                            • New moms are less price sensitive
                                                                                              • Figure 44: Attitudes toward shopping, by new versus experienced moms, June 2015
                                                                                          • Product Positioning Tactics Influencing Purchases

                                                                                            • Price tops the list, even when it’s not technically on the list
                                                                                                • Figure 45: Product positioning tactics influencing purchase, by generation, June 2015
                                                                                              • New moms give more consideration to non-price related tactics
                                                                                                • Figure 46: Product positioning tactics influencing purchase, by new versus experienced moms, June 2015
                                                                                            • Targeting Moms – Attitudes toward Advertising

                                                                                              • TV remains an important channel for reaching moms and their families
                                                                                                  • Figure 47: Attitudes toward TV and screen time – Any agree, by generation, June 2015
                                                                                                • Mom and dad stereotypes wearing thin
                                                                                                  • Figure 48: Attitudes toward parents represented in advertisements – Any agree, by generation, June 2015
                                                                                                • Moms mostly comfortable to be who they are
                                                                                                    • Figure 49: “#RealandChic – Rachel Hollis Bikini Photo,” online video, 2015
                                                                                                    • Figure 50: Attitudes toward appearances – Any agree, by generation, June 2015
                                                                                                  • Targeting moms based on self-perceptions
                                                                                                      • Figure 51: Self-perceptions, by moms, female non-moms, and moms by generation, February 2014-March 2015
                                                                                                  • Consumer Segmentation

                                                                                                        • Figure 52: Moms segmentation, June 2015
                                                                                                      • Money-Saving Mamas (36%)
                                                                                                        • Tough Mothers (35%)
                                                                                                          • Minimalist Moms (30%)
                                                                                                              • Figure 53: Moms attitudes and opinions – Any agree, by mom segments, June 2015
                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                            • Data sources
                                                                                                              • Consumer survey data
                                                                                                                • Consumer qualitative research
                                                                                                                  • Abbreviations and terms
                                                                                                                    • Abbreviations
                                                                                                                      • Terms
                                                                                                                      • Appendix – The Market

                                                                                                                          • Figure 54: Population by race and Hispanic origin, 2010-20
                                                                                                                          • Figure 55: Births, by race/Hispanic origin of mother, preliminary 2014
                                                                                                                          • Figure 56: Purchasing power, by race/Hispanic origin, 1990-2019
                                                                                                                      • Appendix – Consumer

                                                                                                                          • Figure 57: Attitudes toward TV and advertising, by moms, female non-moms, and moms by generation, February 2014-March 2015
                                                                                                                          • Figure 58: Self-perceptions, by moms, female non-moms, and moms by generation, February 2014-March 2015

                                                                                                                      Companies Covered

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

                                                                                                                      Marketing to Moms - US - September 2015

                                                                                                                      £3,199.84 (Excl.Tax)