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Marketing to Black Moms - US - September 2019

"Black moms accept primary responsibility for all aspects of their children’s lives – from household management to their education and entertainment. She is the breadwinner in her home out of necessity, and the sacrifices she makes now drive her to redirect her dreams toward herself in the future. But for now, her main concern is instilling a sense of happiness, positive imagery and resilience in her children as they face bias now and certainly in the future."
- Toya Mitchell, Multicultural Analyst

This Report looks at the following areas:

  • Black moms are more likely to take on full household responsibilities
  • Black moms unhappy with the lack of academic rigor
  • Black moms are unfamiliar with their child’s world, but it doesn’t impact their connection to their kids
  • Black moms are conflicted with their image in advertising media
  • Black moms strive to raise well-rounded, resilient children

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Video summary
            • Key takeaways
              • The issues
                • Black moms are more likely to take on full household responsibilities
                  • Figure 1: Contributions to the household, by Black and total moms*, June 2019
                • Black moms unhappy with the lack of academic rigor
                  • Figure 2: Attitudes toward children’s education, by Black and total moms, June 2019
                • Black moms are unfamiliar with their child’s world, but it doesn’t impact their connection to their kids
                  • Figure 3: Parenting pain points, June 2019
                • Black moms are conflicted with their image in advertising media
                  • Figure 4: Black moms’ media images, June 2019
                • Black moms strive to raise well-rounded, resilient children
                  • Figure 5: Attitudes toward children’s growth, June 2019
                • The opportunities
                  • Be of value to Black moms now to seed loyalty later
                    • Figure 6: Empty nesters’ dreams, by Black and total moms, June 2019
                  • Use insights to authentically connect with her
                    • What it means
                    • The Market – What You Need to Know

                      • There are five million Black moms in the US
                        • The number of single Black moms is shrinking
                          • Single Black moms earn less than all other moms
                          • Black Moms by the Numbers

                            • Black moms make up nearly 14% of all moms
                              • Figure 7: Estimated number of moms who have children younger than 18 living in the household, by race and Hispanic origin, 2018
                            • Black families have more children in their households
                              • Figure 8: Average number of people per family household, by race and Hispanic origin, 2018
                          • Market Perspective

                            • Share of households with children on par, but composition varies
                              • Figure 9: Households, by race and Hispanic origin, 2018
                            • Gap in two-parent vs single-parent households is shrinking
                              • Figure 10: Black parent/child household situations, by type, 1980-2018
                              • Figure 11: Living arrangements of Black children aged <18, 2008 and 2018
                          • Market Factors

                            • Black single moms earn the least income
                              • Figure 12: Median household income by marital/parental status and race and Hispanic origin, 2017
                              • Figure 13: Distribution of household income, by race and marital status, 2017
                            • Black moms go to college, but don’t finish
                              • Figure 14: Educational attainment of birth mother, by Black and total moms, 2017
                          • Key Trends – What You Need to Know

                            • Advertising body seeks to uplift images of all women including Black moms
                              • Finding the right school can be a challenge for Black families
                                • Black dads prominently featured in advertising may be the next big thing
                                • What’s Working?

                                  • #SeeHer initiative expands to Black moms and families
                                    • Figure 15: #SeeHer Representative Ciara and Colie Elaine Oliver at VH1’s Dear Mama special, May 2019
                                  • Black moms continue to create platforms just for them
                                  • What’s Struggling?

                                    • Suburban schools do not always translate to best learning environment
                                    • What’s Next?

                                      • Rise of the Black dad
                                        • Figure 16: Macy’s Twitter response to Christmas holiday advertising, November 2019
                                        • Figure 17: Twitter response to Huggies packaging featuring a Black dad, July 2019
                                    • The Consumer – What You Need to Know

                                      • Black moms take on more responsibility than the average mom
                                        • Black moms feel ambivalent toward media depictions of their lives
                                          • Black moms want to leave their self-sacrificial lives behind once the kids grow up
                                            • Older moms feel out of touch with their kids’ world
                                              • Black moms are less satisfied than the average mom with their kids’ school
                                                • Balance and resilience are the foundation of Black moms’ wishes for their kids
                                                • Contributions to the Household

                                                  • Black moms take on kids and household duties
                                                    • Figure 18: Contributions to the household, by relationship to children, June 2019
                                                  • Black moms more likely to be responsible for everything
                                                    • Figure 19: Contributions to the household, by Black and total moms*, June 2019
                                                  • Married Black moms share responsibility in raising the kids
                                                    • Figure 20: Contributions to the household – Children-related responsibilities, by marital status, June 2019
                                                  • All Black moms accept traditional household roles, married moms hold dual role
                                                    • Figure 21: Contributions to the household – Household duties, by marital status, June 2019
                                                • Black Moms’ Media Images

                                                  • Desire for real images is subjective
                                                    • Figure 22: Black moms’ media images, June 2019
                                                  • In their own words…
                                                    • Moms with teenagers more likely to show concern with her portrayal in media
                                                      • Figure 23: Black moms’ media images, by age group, June 2019
                                                    • Single moms accept women just like her in advertising messaging
                                                      • Figure 24: Black moms’ media images, by marital status, June 2019
                                                    • Middle-income Black moms don’t see themselves in targeted or general messaging
                                                      • Figure 25: Black moms’ media images, by household income, June 2019
                                                  • Empty Nesters’ Dreams

                                                    • Black moms seek to redirect attention to themselves once the kids leave
                                                      • Figure 26: Empty nester’s dreams, by Black and total moms, June 2019
                                                    • Black moms across all ages sacrifice now, will reward themselves later
                                                      • Figure 27: Empty nester’s dreams – Age groups, by Black and total moms, June 2019
                                                    • Greatest gap in desire for new experiences between college-educated moms
                                                      • Figure 28: Empty nester’s dreams – Educational attainment, by Black and total moms, June 2019
                                                  • Parenting Pain Points

                                                    • Black moms navigate raising the kids in an unfamiliar world
                                                      • Figure 29: Parenting pain points, June 2019
                                                    • In their own words…
                                                      • Older moms manage teenagers’ angst in a new world
                                                        • Figure 30: Parenting pain points, by generation, June 2019
                                                      • Middle-income moms experience class differences vs their upbringing
                                                        • Figure 31: Parenting pain points, by household income, June 2019
                                                      • Single and married moms share concerns on parenting pain points
                                                        • Figure 32: Parenting pain points, by marital status, June 2019
                                                    • Attitudes toward Children’s Education

                                                      • Black moms are not as satisfied in their children’s education
                                                        • Figure 33: Attitudes toward children’s education, by Black and total moms, June 2019
                                                      • Homeownership stronger indicator than suburban setting in determining school satisfaction
                                                        • Figure 34: Attitudes toward children’s education, by area type and home ownership, June 2019
                                                        • Figure 35: Attitudes toward children’s education – Area type and home ownership, by Black and total moms, June 2019
                                                      • Black moms believe there is room for improvement with their kids’ school
                                                        • Figure 36: Attitudes toward children’s education, by children’s age, June 2019
                                                        • Figure 37: Attitudes toward children’s education – Children’s age group, by Black and total moms, June 2019
                                                    • Attitudes toward Children’s Growth

                                                      • Black moms want their kids to be happy and resilient
                                                        • Figure 38: Attitudes toward children’s growth, June 2019
                                                      • Moms who navigate unfamiliar territory have difficulty letting go
                                                        • Figure 39: Attitudes toward growth – I want my children to discover the world on their own, by various demographics, June 2019
                                                      • Moms whose lives are centered on their kids enjoy them the most
                                                        • Figure 40: Attitudes toward children’s growth – I enjoy every moment with my kids, by various demographics, June 2019
                                                      • Moms who want their kids to fit in want the same for themselves
                                                        • Figure 41: Attitudes toward children’s growth – It is important that my kids fit in with their peers, by various demographics, June 2019
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Abbreviations

                                                          Marketing to Black Moms - US - September 2019

                                                          £3,435.47 (Excl.Tax)