Marketing to Moms - US - September 2017
"The 43 million moms in the US are an important segment for marketers to understand, as they are often making purchases for the entire household. Although some family dynamics have changed – with more women having children without getting married, having children later in life, and having fewer children – some traditional norms remain. For example, moms are more likely than dads to feel that managing the household is part of their parenting role. Even so, moms still prioritize spending time with their kids over their household chores, with the perspective that spending quality time with their children is irreplaceable."
- Dana Macke, Senior Lifestyles and Leisure Analyst
This Report looks at the following areas:
- Moms’ parenting role includes household management
- Young women more taken aback by the #ParentLife
- Marginalized moms looking for representation
This Report discusses moms’ attitudes and behaviors, including how they manage the household, how they shop, how they take care of their children, and their perceptions of these tasks.
In the Mintel consumer data referenced, moms are defined as female internet users aged 18+ who are parent/guardian to at least one child under the age of 18 in the household. Moms are defined differently in market data derived from the US Census Bureau (typically women aged 15 – 50 who have given birth).
Although women of all ages experience changes in their attitudes and behaviors after having kids, this transition seems to be particularly dramatic for moms aged 25-34. This may be in part because this demographic is more likely to have young kids at home, and can thus more easily recall life before children. However, it may also be the case that young moms make more of a sacrifice when they have kids because they’re shifting from a young, active lifestyle to one that is more home-bound and duty-bound. All women can use support during this transition to motherhood, but brands may want to consider that this shift is particularly challenging for moms in their mid-20s
Although some brands are making more of a push to represent other segments in their advertisements, most marketers continue to focus on traditional two-parent households. This is likely why, compared to married moms, single moms are more likely to appreciate ads that depict working moms, young moms, and non-traditional families – because these types of ads better reflect their role as moms. This trend holds true for low-income moms and Black moms as well – these segments have different expectations for advertising because they want to see their own experience mirrored on screen. Brands that can portray a variety of different types of moms have the best chance of avoiding off-putting stereotypes and connecting with their consumers in a real way
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