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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