In the US, there are nearly 5 million Black mothers with children under the age of 18, making up about 14% of all U.S. moms. Brands who understand the needs of this demographic can act effectively to engage them, and this report aims to provide that understanding.
Below, we’ve summarized the key topics covered and provided hand-selected findings from the full document.
Key Topics Covered
- Trends in Black maternal health and Black family dynamics.
- Comparison of needs of Black moms based on marital/relationship status and comparison to general population of moms.
- Childcare solutions and implications of family care vs paid childcare services.
- Attitudes toward self-care and support around the home.
- Marketing communication and opportunities to target Black mothers.
Marketing to Black Moms: Demographic Insights
Here we’ve provided three key insights from consumer research to enable an actionable understanding of this important demographic.
- Black moms want to provide. Compared to the general population of moms, Black moms over index for a desire to provide financially for their family, and feel successful when doing so. This applies more to unmarried Black moms, who are focused on setting a good example for their children.
- Childcare needs vary by generation. Younger Black moms are in need of more affordable childcare options when compared to older moms with older children. Additionally, moms of teens and tweens look to these older children to help care for the younger children.
- Education is a potential support area. While moms in general look for help with household tasks, Black moms put less emphasis on this and more on their kids’ learning. This report finds more Black moms want help with their kids’ schoolwork and learning, and in looking to family/friends for efficient childcare they may have concerns about their children’s development.
How Can Brands Assist Black Moms?
Brands can assist Black moms by acknowledging the whole range of motherhood and focusing on the various stages and challenges that come with it. Recognizing Black moms as individuals, not just mothers, can help elevate their role as mothers and in life. A good start might be through offering support in areas such as mental load management, skill improvement, financial literacy, and self-care.
Buy your copy of this report and enable your business insights strategy today. You may also be interested in browsing our research reports on Black Americans.
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Expert Analysis
Leading multicultural consumer insights analyst Courtney Rominiyi provides expert analysis and commentary with this in-depth report.
Black moms are looking for relief. They want to help their families financially, spend time on self-care and create efficiencies for household responsibilities.
Courtney Rominiyi
Multicultural Consumer Insights Analyst
Collapse All
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- Key issues covered in this Report
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Executive Summary
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Black Moms in America: An Overview
- Black moms by the numbers
- Graph 1: female population, by Black and non-Black, 2018-28
- Graph 2: living arrangements of mothers with children under age 18 in the home, by race/Hispanic origin, 2022
- Graph 3: mothers with coresident children under 18 in the home, by race/Hispanic origin, 2022
- Graph 4: births, by race/Hispanic origin of mother, 2021
- Graph 5: age of mother at first birth, by race/Hispanic origin, 2020
- Graph 6: households, by region and race/Hispanic origin, 2021
- Market context
- Graph 7: bachelor’s degrees conferred by postsecondary institutions, 2015-21
- Graph 8: employed Black people’s occupation, by gender, 2022
- Graph 9: maternal mortality rate, by race/Hispanic origin, 2018-21
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Consumer Insights
- Consumer fast facts
- Childcare support
- Graph 10: moms’ in-person childcare support, by Black moms vs all moms, 2023
- Graph 11: Black moms’ in-person childcare support, by generation, 2023
- Graph 12: Black moms’ in-person childcare support, by child age, 2023
- Graph 13: grandparents as childcare option, by Black moms vs all moms, 2023
- Where Black moms would like support
- Graph 14: top areas of support desired (any rank 1-3), by Black moms vs all moms, 2023
- Graph 15: top areas of support desired (any rank 1-3), by multicultural moms, 2023
- Graph 16: top area of support desired – keeping my house clean (any rank 1-3), by Black moms vs all moms and age, 2023
- Graph 17: top area of support desired – preparing food (any rank 1-3), by age of children in household, 2023
- Graph 18: top area of support desired – any food prep (any rank 1-3), by region and income, 2023
- Graph 19: top area of support desired – managing household budget (any rank 1-3), by married/partnered and employment status, 2023
- Priorities for free time
- Graph 20: moms priorities for free time (any rank 1-3), Black moms vs all moms, 2023
- Graph 21: moms’ priorities for free time – selfcare (any rank 1-3), by race and ethnicity, 2023
- Graph 22: priorities for free time – more quality time with the kids (any rank 1-3), by marital status, 2023
- Graph 23: priorities for free time – more quality time with the kids (any rank 1-3), by race and ethnicity, 2023
- Graph 24: married/partnered moms’ priorities for free time – extra time spent with partners (any rank 1-3), by race and ethnicity, 2023
- Graph 25: married/partnered moms’ priorities for free time – quality time with just my spouse/partner (any rank 1-3), by employment status, 2023
- Success for moms
- Graph 26: how moms measure their success (any rank 1-3), 2023
- Graph 27: how moms measure their success (any rank 1-3), by Black moms vs all moms, 2023
- Graph 28: how Black moms measure their success (any rank 1-3), by marital status, 2023
- Graph 29: how moms measure their success (any rank 1-3), by unmarried Black moms vs all married moms, 2023
- Graph 30: how moms measure their success (any rank 1-3), by married Black moms vs all married moms, 2023
- Graph 31: how moms measure their success, not lose my temper (any rank 1-3), by race and ethnicity, 2023
- How brands can help
- Graph 32: services moms are willing to pay for (any rank 1-3), by Black moms vs all moms, 2023
- Graph 33: attitudes toward parenting, 2023
- Graph 34: attitudes toward parenting – agree, by number of children in household, 2023
- Graph 35: top areas of support desired (any rank 1-3), by number of children in household, 2023
- Graph 36: services moms are willing to pay for (any rank 1-3), by generation 2023
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Competitive Strategies
- Marketing and advertising
- Opportunities
- Graph 37: attitudes toward parenting (agree), by age, 2023
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Appendix
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