Know how to market to moms effectively with this report. Understand moms’ shopping habits and preferences, and challenges with parenting, and discover key opportunities to help moms be moms.
Moms in the US have multifaceted concerns and priorities as they navigate parenting post-COVID-19 and post-inflation. Social restrictions during the pandemic prompted a more holistic understanding of children’s health, and inflation has (and still has the potential to do so) forced a reevaluation of priorities.
A strong emphasis on education persists, with 82% of moms encouraging their children to pursue higher education, despite the evolving conversation about the ROI of a college degree. Social changes also affect their children, such as the increasing prominence of social media and technology. While moms express general approval of social media, they also desire stricter moderation of sexual and violent content. Throughout, moms’ attitudes and behaviors regarding their children remain rooted in their desire to see them happy.
To that end, stress management and support systems are crucial for moms, with many seeking more family time or spousal support. While social values regarding equal division of household labor have evolved, moms still perceive an imbalance that can be addressed.
Resonating with and authentically marketing to moms requires insights into their generational, financial, and other demographic differences.
For this Report, “parent” refers to all adults with children below the age of 18 in the household, “mom” refers to female adults with children below the age of 18 in the household, and “dad” refers to male adults with children below the age of 18 in the household.
This report was written by Hiro Takemasa. Hiro joined Mintel in 2024. He draws from more than a decade of experience in marketing, R&D, regulatory and market research in CPG and specialty chemical industries. Hiro has an MBA in Marketing & MS in Biochemistry from the University of Illinois.
Motherhood, like society, continually evolves. Addressing moms’ diverse needs requires keeping up with societal and technological advancements.
Hiro Takemasa
Senior Consumer Lifestyles Analyst
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