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- US Marketing to Black Moms Market Report 2023
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
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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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