Description

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

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • 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, by sex of student, 2015-21
      • Graph 8: employed Black people's occupation, by gender, 2022
      • Graph 9: maternal mortality rate, by race/Hispanic origin, 2018-21
    • 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
    • Competitive Strategies

      • Marketing and advertising
      • Opportunities
      • Graph 37: attitudes toward parenting (agree), by age, 2023
    • Appendix

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