Marketing to Black Moms - US - September 2015


#373118

N/A

Mintel

$ 3996

In Stock

Black moms control the purse strings of the more than $1 trillion buying power in the Black community. While moms may make the ultimate call on purchases, her children influence what she buys because she wants them to provide them with the things she may not have had while growing up. In the home, she

Table of Content

Overview

What you need to know
Definition

Executive Summary

There are nearly 4.5 million Black moms in the US
Figure 1: Estimated number of Black moms who have children younger than 18 living in the household, by age, 2014
The issues
Moms need help with carving out time for themselves
Figure 2: Black moms’ attitudes toward raising children, by single versus married, June 2015
Her children are a reflection of her
Her home is her castle, she needs help maintaining it
Figure 3: Black moms’ attitudes toward home, June 2015
Black moms are sparse in advertising – May impact long-term sales for brands
Figure 4: Black moms’ attitudes toward targeted advertising, May 2014
The opportunities
Brands need to be seen and heard … relevancy and traditional approach is key
Help her help herself
Make her life more enjoyable, stress-free
What it means

The Market – What You Need to Know

At 4.5 million, Black moms have strong impact on buying power in the community
Half of households with children are headed by single moms
Blacks enter motherhood younger than most, older moms not to be discounted
26% of Black population are children, and Black households have more

Black Moms by the Numbers

There are 4.5 million Black moms in the US, range of ages represented
Figure 5: Estimated number of Black moms who have children younger than 18 living in the household, by age, 2014
Black households more likely than total population to have children
Figure 6: Family households with own children, by race and Hispanic origin of householder, 2014
Black households more than twice as likely as Whites to be headed by women
Figure 7: Family households with own children, by race and Hispanic origin of householder, by type, 2014

Market Perspective

Black population growing at a faster rate than White population
Figure 8: Population by race and Hispanic origin, 2010-20
Children younger than 18 account for one quarter of Black population
Figure 9: Black population, by age, 2010-20
Black households have more children than White households
Figure 10: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Marriage rates low among Black women
Figure 11: Marital status of women aged 18 or older, by race and Hispanic origin, 2014
Figure 12: Rate of interracial marriage among selected races, by race and gender, 2013
More Black children born to unmarried women in 2012
Figure 13: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012

Key Strategies – What You Need to Know

Culturally relevant advertising more important today than ever
Digital media is nice, but traditional media still winning
Legacy brands’ innovation maintains relevancy in competitive landscape

What’s Working?

Campaigns that speak to Black moms on a cultural level
In living color… TV ads still reign
Ads showing dads pull at moms’ heartstrings

What’s Struggling?

The idea of natural products is good in theory
Multiracial household ads are polarizing… more work needed to attract masses

What’s Next?

Out with the new, in with the old

The Consumer – What You Need to Know

Moms need help with carving out time for themselves
Her children are a reflection of her
Her home is her castle, she needs help maintaining it
Black moms don’t see themselves in advertising

Important Aspects of a Good Life

A good life is being spiritually fed…putting God first
Figure 14: Important aspects of a good life, Black moms indexed to all, June 2015
Young moms focused on career, older moms focus on quality time
Figure 15: Black moms’ important aspects of a good life, by age, June 2015

Attitudes toward Motherhood

Being a good mom a big task, she couldn’t do it without the village
Figure 16: Attitudes toward motherhood, Black moms indexed to all, June 2015
Older moms a little overwhelmed, but are more confident than younger moms
Figure 17: Black moms’ attitudes toward motherhood, by age, June 2015
Independence, self-sufficiency taught early and encouraged at adulthood
Figure 18: Attitudes and opinions toward parenting, Black moms indexed to all, June 2015
Young moms not looking forward to empty nest, expect kids to take care of them
Figure 19: Black moms’ attitudes and opinions toward parenting, by age, June 2015

Black Moms’ Self-Perceptions

Black moms are confident, optimistic, passionate and spiritual
Figure 20: Self-perceptions, Black moms indexed to all Blacks, April 2015

Balancing Family and Work

Working is a must, but she’s a queen not a servant. Quality time is her crown
Figure 21: Attitudes and opinions toward parenting, Black moms indexed to all, June 2015
Younger working moms are more likely to work because they want to
Figure 22: Black moms’ attitudes and opinions toward parenting, by age, June 2015

Attitudes toward Home

Her home is her castle, her sanctuary of love and comfort
Figure 23: Black moms’ attitudes toward her home, June 2015
Young moms loyal to brands she grew up with
Figure 24: Black moms’ attitudes toward her home, by age, June 2015

Household Chores – Responsibilities

She prevents chaos at home before it happens, kids and brands help
Figure 25: Black mom’s attitudes toward household chores, June 2015
Younger moms and high-income households want more products to help with chores
Figure 26: Black mom’s attitudes toward household chores, by age, June 2015
Everyone helps mom with chores, even kids under 12
Figure 27: Black moms’ perceptions of responsibility for household chores, June 2015

Important Values to Instill in Children

Black moms instill values that are deeply rooted in Black culture
Figure 28: Most important values to instill, Black moms indexed to all, June 2015

Children Through a Mother’s Eyes

Her child’s education is a priority… she’s a driving force
Figure 29: Attitudes toward parenting – Education/hard work, Black moms indexed to all, June 2015
A strong disciplinarian… rewards and praise granted the same
Figure 30: Attitudes toward parenting – Affection/praise/discipline, Black moms indexed to all, June 2015
Racial discrimination is a major concern. Cultural awareness and pride is important
Figure 31: Black moms’ attitudes toward culture and the cultural conflict on parenting, December 2013

Parenting Information Sources

Magazines are number one source for parenting advice
Figure 32: Parenting Information sources regularly used, Black moms indexed to all, June 2015
Young moms turn to online sources – Social media more prevalent
Figure 33: Black moms’ parenting Information sources regularly used, by age, June 2015

Perceptions of Parenting Information Sources

Mom blogs help Black moms be a better parent and offer good advice
Figure 34: Correspondence analysis – Black moms’ perceptions of parenting information sources, June 2015
Content is key to adding value – Must be informative, relatable and credible
Figure 35: Black moms’ perceptions of parenting information sources, June 2015

Purchase Influencers

Moms rely on kids, TV, online reviews, and word-of-mouth for brand selection
Figure 36: Black moms’ purchase influencers, June 2015
Differences among Black moms by age warrant separate initiatives
Figure 37: Black moms’ purchase influencers, by age June 2015

Product Positioning Tactics Influencing Purchases

Savings are important, but moms want larger bulk sizes
Figure 38: Product positioning tactics influencing purchase, Black moms indexed to all, June 2015
Figure 39: Product positioning tactics influencing Black moms’ purchase, by age, June 2015
A good price is important… and she shares deals
Figure 40: Attitudes toward prices and shopping, Black moms indexed to all, June 2015

Attitudes toward Advertising

Black moms need to see themselves in ads, otherwise brand not for them
Figure 41: Black moms’ attitudes toward targeted advertising, May 2014
TV is always on, great way to reach her
Figure 42: Attitudes toward parenting – TV and technology, Black moms indexed to all, June 2015
Traditional media has greater impact than digital on purchase funnel
Figure 43: Effectiveness of advertising mediums on purchase funnel, May 2014
Humor, creativity, and cultural relevancy drive appeal of ads
Figure 44: Attitudes toward parenting – Representations in the media, Black moms indexed to all, June 2015
Young moms feel pressure to be in control, look good, and hide “dirty truths”
Figure 45: Black moms’ attitudes toward parenting – Representations in the media, by age, June 2015

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Terms
Correspondence analysis methodology