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- US Marketing to Black Moms Consumer Report 2024
Black moms are a diverse and influential demographic that greatly impacts consumer markets and societal trends. Predominantly aged 25-45, and mostly parents of Gen Alpha, they often reside in urban and suburban areas, balancing responsibilities across work and home life, while prioritizing their children’s future success. Black moms usually seek authentic engagement from brands. They value individuality and culturally relevant content, which calls for marketing strategies that are inclusive and respectful of their needs. Moms are looking for advice from peers and older trusted friends and family. Young Black moms leverage online communities for parenting advice and support, showing a trend toward more technology-focused means of support for moms. The intersection of their roles as caregivers and breadwinners makes them pivotal in economic and political arenas, where their voices have the potential to drive consumer behavior and influence broader community change.
This report looks at the following areas:
- Characteristics of Black moms
- How Black moms discover new products
- Top drivers considered when purchasing for their children
- Trusted sources for parenting advice and information
- Attitudes toward their children’s education, decision-making, diet, spending habits and social media use
- Best ways for Black moms to relieve stress
- Top areas of concern for Black moms
- Relevant innovations, collaborations and marketing
Empower Black moms with solutions that align with their values, recognize their individuality and foster connections to create ease and bring the family together.
Courtney Rominiyi, Multicultural Consumer Insights Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions.
- Parents have kids under the age of 18 who live either in or out of the household.
- Moms identify as female and have kids under the age of 18 who live either in or out of the household.
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Executive Summary
- Key issues covered in this Report
- Overview
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Show traditional family structures in ads
- Create credit rewards programs that benefit young moms
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Black Moms in America: An Overview
- Market context
- Maternal health is an evolving concern for Black moms
- Young Black moms need work flexibility, but lack support
- Middle- to low-income single Black mothers consider the impacts the 2024 election will have on their lifestyle
- Black moms by the numbers
- 14% of US moms are Black moms with children under age 18, accounting for nearly 5 million
- Graph 1: living arrangements of mothers with children under age 18 in the home, by race/Hispanic origin, 2022
- Graph 2: mothers with coresident children under 18 in the home, by race/Hispanic origin, 2022
- Maternal mortality rates have dropped, but remain highest among Black women
- Graph 3: maternal mortality rate, by race/Hispanic origin, 2018-22
- Black households are more prevalent in the South and overindex for urban areas
- Graph 4: households, by region and race/Hispanic origin, 2021
- Young Black women have diverse occupations within the labor force giving them steady earning potential
- Graph 5: employed Black people’s occupation, by gender, 2022
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Consumer Insights
- Consumer fast facts
- Consumer fast facts continued…
- New product discovery
- Brick-and-mortar shopping is still relevant to Black moms; TV ads and social media ads also have an impact
- Graph 6: new product discovery, by Black moms vs all moms, 2024
- Comprehensive in-store to TV marketing campaigns are primed to make an impression on Black moms
- Black Gen X moms are more intentional with product discovery, potentially motivated by a desire to stand out
- TV to search integration may also support older Black moms’ product discovery
- Graph 7: Black moms’ new product discovery – TV ads, by generation, 2024
- More leisure time for higher income may influence their mode of discovery
- Graph 8: Black moms’ new product discovery – TV ads, social media ads, by HHI, 2024
- Tap into their favorite networks, as TV ads and direct search engines are key for Black dads
- Graph 9: Black parents’ new product discovery – TV ads, search engines, moms vs dads, 2024
- Leaning into fandom: spotlight on Haribo Goldbears
- America’s favorite game: spotlight on Haribo Goldbears
- Factors considered when purchasing
- Taste is a high priority for all moms, but price and compatibility with beliefs take precedence for Black moms
- Graph 10: factors considered when purchasing (very important), Black moms vs all moms, 2024
- Continuity in values and beliefs is essential for Black moms
- High-earning Black moms are willing to pay for peace of mind, prioritizing quality ingredients and and multifunctionality
- Graph 11: Black moms’ factors considered when purchasing – quality, multifunctionality, by HHI, 2024
- Urban moms are informed idealists prioritizing value and family enjoyment
- Openness to credit may impact decision making as price is less important to Black Gen Z moms
- Girl moms are less concerned with items being new/cutting edge
- Graph 12: Black moms’ factors considered when purchasing – new/cutting edge, by child’s gender, 2024
- Black dads’ considerations vary slightly from moms’, but create opportunities for brands
- Graph 13: factors considered when purchasing – ‘very important’, by Black moms vs Black dads, 2024
- Analyst POV: digital daddy time may be a way to engage Black fathers
- Sources for advice
- Black mom rely heavily on their village for advice and information; brands will have to circumvent with word-of-mouth strategies
- Graph 14: sources of parenting information and advice, Black moms vs all moms, 2024
- Help younger moms, aged 18-34, build their virtual village through internet communities
- Moms of tweens are likely looking for quick information from other experienced moms in internet communities
- Graph 15: Black moms’ sources of parenting information and advice – internet communities, by age of children, 2024
- Make it plain for moms, are your products for kids or not? Spotlight on Drunk Elephant and Kiehl’s
- Black moms will consider brands’ stance on politics and can influence where they go for advice
- Graph 16: attitudes toward 2024 election, by race and parental status, 2024
- Politically moderate Black moms value insights from older family and friends, while conservative moms are open to more structured influence
- Graph 17: Black moms’ sources of parenting information and advice – parenting classes and workshops, by political beliefs, 2024
- Graph 18: Black moms’ sources of parenting information and advice – older family and friends, by political beliefs, 2024
- Support Black moms who desire evidence-based advice with targeted professional service offerings
- Graph 19: Black moms’ ources of parenting information and advice – professionals, by education, 2024
- Parenting styles
- Black moms carry similar sentiments as most moms; however, fair treatment of their children is where Black moms differ
- Graph 20: parenting approach, Black moms vs all moms, 2024
- Income impacts the degree that which moms can focus on passing along good habits; help lower-income moms fill the gaps
- Graph 21: Black moms’ parenting approach – select items, by HHI, 2024
- Family structure also impacts parents’ areas of focus
- Graph 22: Black moms’ parenting approach – select items, by family structure, 2024
- Compared to others, Black moms are striking a balance with their kids’ social media despite concerns about excessive use
- Graph 23: parenting approach – moms’ attitudes around social media , by race, 2024
- Stress relief
- Time alone is essential for less stress
- Graph 24: top activities to relieve stress (select up to five), Black moms vs all moms, 2024
- Enjoyment alone – help moms make the most of their “me time”
- Ease meal planning stress for moms of teens
- Work-related stress is wearing on young moms as they seek out more flexible working conditions
- Graph 25: Black moms’ top activities to relieve stress (select up to five), by age, 2024
- Black dads indicate a wider breadth of activities that help relieve stress compared to Black moms
- Biggest concerns
- Children’s mental health/happiness are top of mind for moms, along with education and physical health
- Graph 26: top concerns regarding their children (any rank 1-3), Black moms vs all moms, 2024
- Black mothers have a unique relationship with their kids’ education and need support
- Analyst POV: moms need the capacity to focus on the things that really matter
- Moms with multiple children have a greater interest/concern for their children’s progress with extracurriculars vs single-child moms
- Graph 27: Black moms’ top concerns regarding their children (any rank 1-3) – their progress in extracurricular activities, by number of children, 2024
- Bring organization to the forefront for busy moms: spotlight Skylight Calendar
- Help lower-income Black moms maintain their kids’ physical health through community partnership
- Graph 28: Black moms’ top concerns regarding their children (any rank 1-3) – their physical health, by HHI, 2024
- The yin & yang of parenting: Black dads and moms balance big-picture concerns with everyday details
- Graph 29: top concerns regarding their children (any rank 1-3), Black moms vs Black dads, 2024
- Black dads’ concerns have an influence on character
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Innovation and Marketing strategies
- Launch activity and innovation
- The Los Angeles Unified School District becomes the first district to ban the use of cell phones in schools
- Instagram set to launch teen accounts
- McDonald’s relaunches Collector’s meal primed for girl moms
- Marketing and advertising
- Walmart partners with BET to support Black fathers and improve representation on Black fatherhood
- Flexa Careers aims to normalize flexible careers for those who need them
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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