Marketing to Black Moms - US - September 2016


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Mintel

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Black moms are the information gatekeepers, product and service decision makers, and the representative of her household. Although she is stretched across her parental and personal responsibilities, she takes comfort in knowing that her village – headed by her mom – will serve as a guidepost and help her make decisions to ensure her children are safe and grow up to be well-rounded adults. She is grateful for her life but wants to improve her situation, namely her income, so her family can not only survive but also thrive.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Most Black moms are raising their children as a single parent
Figure 1: Demographics – Detail by marital status, July 2016
The village, headed by her mom, is crucial to her family’s success
Figure 2: Value of parenting resources – Any and primary, July 2016
Education and career are the foundation of a better life
Figure 3: Moms’ attitudes toward work and career – Any agree, by Black moms vs all moms, February 2015-March 2016
Figure 4: Demographics, detail by marital and employment status, July 2016
Her own and her family’s appearance is a reflection of her management and organization abilities
Figure 5: Perception of self as a mother – Health and appearances, Black moms indexed to all, July 2016
She understands the importance of being healthy, but has issues creating a space for self-care
Figure 6: Challenges of motherhood – Self-care, Black moms indexed to all, July 2016
Black moms control what happens in their household, but outside forces are a challenge
The opportunities
Show her what products and services can maximize her productivity
Show her how to lead a healthy lifestyle on her terms
Figure 7: FabUplus magazine featuring Jessamyn Stanley cover photo, Fall, 2016
Ensure she sees her lifestyle, behavior, and values in communication to her
What it means

THE MARKET – WHAT YOU NEED TO KNOW
US births are declining across all groups, but Black births are expected to fall at a slower pace vs White births
Black women are more likely to be single parents
Black moms are advancing their education, increasing household income
Black households spend a greater portion of their income on basic needs vs non-Black households

BLACK MOMS BY THE NUMBERS
Black moms number about 5 million, represent almost one third of Black females
Figure 8: Estimated number of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2015
Birth rate declining overall, but Black continues to outpace Whites
Figure 9: Birth rate, by race/Hispanic origin, 2004-14
Figure 10: Distribution of projected population, by race/Hispanic origin, 2015-60
Black unemployment yet to make a full recovery post recession
Figure 11: Unemployment, by race/ Hispanic origin, seasonally adjusted, 2008-15
Figure 12: Bachelor's degree attainment among women aged 25+, by race/Hispanic origin, 2008-15
Black moms are more likely to be single parents
Figure 13: Living arrangement of mothers with children <18, by race/Hispanic origin, 2015

MARKET FACTORS
More single Black moms vs total, with 56% as the sole parent in the household
Figure 14: Black moms with co-resident children under 18, by living arrangement, 2015
Black moms are moving up in educational attainment, which positively impacts their household income
Black moms and their pursuit of higher education
Figure 15: Percentage of children age 6-18 whose mother had earned a bachelor’s degree or higher, by race/ Hispanic origin, 1974-2015
More education equals higher household income
Figure 16: Black females age 15+ household income, by educational attainment, 2014

MARKET PERSPECTIVE
Black household income is rising, but averages less than general market
Figure 17: Median household income, Black vs White households, in inflation-adjusted dollars, 2008-14
Figure 18: Average annual household expenditure shares, by Black vs non-Black, 2014
Black moms equally likely to live in an urban or suburban setting
Figure 19: Frequency of shopping by location, by urban and suburban area, August 2015
Figure 20: Poverty exposure by household income; % poor neighborhoods, by race/Hispanic origin, 2005-09
33% of Black moms live with at least two other people in the household
Figure 21: Average household size, by Black vs total, 2015

KEY STRATEGIES – WHAT YOU NEED TO KNOW
Recognize her barometer for what is considered a healthy lifestyle
Turn her concerns for her children into a positive
She’s proud of her parenting skills and is in competition only with herself

WHAT’S WORKING?
Her confidence in parenting skills and expectation of raising well-rounded children
Her support circle remains paramount in helping her raise her children
Her appearance and presentation to the world resonates confidence, organization, and style

WHAT’S CHALLENGING?
Her desire to keep her children physically and emotionally safe
She wants a better life, but believes the path to success is murky

WHAT’S NEXT?
Balancing the need for self-care with parental and additional responsibilities
Younger, first-time moms create and share a new paradigm for raising their children

THE CONSUMER – WHAT YOU NEED TO KNOW
Black moms recognize the importance of self-care, but she’s not living up to her own expectations
Her children’s safety is her top concern
Her barometer for a “typical” mom is different than her counterparts, and she’s confident she’s doing better than most.
Life can be better, but she’s grateful for what she’s able to accomplish on her own

VALUE OF PARENTING RESOURCES
Parenting is the responsibility of the entire village
Her mom is her number one co-parent
Figure 22: Value of parenting resources, Black moms indexed to all, July 2016
Single moms have a different secondary support system vs married moms
Figure 23: How Black moms value parenting resources – Family/social circle, by marital status, July 2016
Her family is the best parenting resource because traditional media does not reflect her unique issues
Figure 24: Value of parenting resources – Digital media, by Black moms vs all moms, July 2016

PERCEPTIONS OF MOMS
She doesn’t see herself as a typical mom...she’s better
Her views on motherhood are more relaxed than that of other moms, but she thinks highly of her own parenting accomplishments
Figure 25: Perception of the “typical” mother, Black moms indexed to all, July 2016
Figure 26: Black moms’ perception of themselves as moms versus the “typical” mom, July 2016
Single moms are more time-strapped vs married ones, but they feel as if they sacrifice more for their children
Figure 27: Black moms’ perception of self as a mother, by marital status, July 2016
Her mom is her guide, but she feels as if she’s doing a better job
Figure 28: Black moms’ perception of themselves as moms versus their own mothers, July 2016
She is health conscious, but that mindset is manifested differently in her life vs the general market
Figure 29: Perception of self as a mother – Health and appearances, Black moms indexed to all, July 2016
She’s one step ahead of what’s happening in her world in order to stay in control of her household
Figure 30: Perception of self as a mother – Staying current, Black moms indexed to all, July 2016
Figure 31: Websites and apps used daily, by Black women, May 2014
Figure 32: Social media sites used, June 2015

CHALLENGES OF MOTHERHOOD
Black moms are trying to find balance and eventually choose their children above themselves
Figure 33: Challenges of motherhood – Sacrifices, Black moms indexed to all, July 2016
Figure 34: Challenges of motherhood – Social pressure, Black moms indexed to all, July 2016
She experiences difficulty in finding time and energy to devote to other areas in her life
Figure 35: Challenges of motherhood – Balancing responsibilities, by marital status and children’s ages, Black moms indexed to all, July 2016
She recognizes the need for self-care, but is willing to sacrifice herself for her children’s wellbeing
Figure 36: Challenges of motherhood – Self-care, by experience, marital status, and number of children, Black moms indexed to all, July 2016
Her career is important because she wants to provide a better life for her family
Figure 37: Moms’ attitudes toward work and career – Any agree, by Black moms vs all moms, February 2015-March 2016

ACTIVITIES MOMS DO WITH CHILDREN
Lifestage and lifestyle impact how Black moms interact with their children
Figure 38: Activities moms do with children, Black moms indexed to all, July 2016
Television is the leading leisure activity, viewership varies across lifestage
Figure 39: Moms’ attitudes toward television and advertising – Any agree, by Black moms vs all moms and indexed to all, February 2015-March 2016
Figure 40: Activities Black moms do with children – Watch TV, by education, household income, employment, and number of children, July 2016
For Black moms, food equals love and it’s how she demonstrates her love for her children
Figure 41: Activities Black moms do with children – Food related, by age, household income, employment status, and ages of children in household, July 2016

CONCERNS MOMS HAVE FOR CHILDREN
What keeps her up at night? Black moms’ concerns for her children
Figure 42: Concerns moms have for children, Black moms indexed to all, July 2016
Her children’s safety trumps all other concerns
Bullied children undermine Black moms’ efforts of raising well-rounded children
Figure 43: Classroom bullying by race, November 2011
Figure 44: Concerns moms have for children – Bullying, making friends, being accepted, by ages of children in household, Black moms vs all moms, July 2016
A good education is a means to a better life
Figure 45: Attitudes toward a college degree as a necessity to a successful career, by race/Hispanic origin, September 2015

ATTITUDES TOWARD MOTHERHOOD
Black moms own greater trust in her parenting abilities than moms in general
Figure 46: Moms’ attitudes – Strongly agree, Black moms indexed to all, July 2016
She’s grateful for what she has, but she also dreams of a better life
Figure 47: Black moms’ attitudes toward satisfaction in life – Any agree, by household income, July 2016
Religion and faith are reflective in how she manages her family
Her presentation to the world is a reflection of her abilities

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations
Terms

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