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Black and Hispanic Moms - US - January 2014

Published By :

Mintel

Published Date : Jan 2014

Category :

Lifestyle

No. of Pages : 158 Pages

While there are a lot of similarities between these moms, they are different in many ways. Their culture and heritage is an important part of who they are and they are looking to maintain it, especially younger moms (18-34 years old). It’s likely that they have a heightened sensitivity toward companies who are not trying to reach them, stereotypical messages, or communications not in Spanish.
Table of Content

Scopes and Themes

What you need to know
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Demographics
The consumer
Figure 1: Attributes used to describe self, Black and Hispanic moms, December 2013
Figure 2: Attitudes toward exposing kids to other cultures, moms by race/Hispanic origin, December 2013
Figure 3: Attitudes toward discrimination, moms by race/Hispanic origin, December 2013
Figure 4: Attitudes toward maintaining cultural heritage, moms by race/Hispanic origin, December 2013
Figure 5: Attitudes toward family, December 2013
Figure 6: Attitudes toward disciplining children, moms by race/Hispanic origin, December 2013
Figure 7: Things Black and Hispanic moms worry about with kids, December 2013
Figure 8: Leisure activities moms participate in, moms by race/Hispanic origin, July 2013
Figure 9: Goals and aspirations in the next three years, moms by race/Hispanic origin, December 2013
Figure 10: Attitudes toward success, moms by race/Hispanic origin, December 2013
Figure 11: Attitudes toward advertising, moms by race/Hispanic origin, Summer 2012-13
Figure 12: Receptivity to advertising, moms by race/Hispanic origin, Summer 2012-13
Marketing strategies
What we think

Issues and Insights

What do Black and Hispanic moms have in common? What makes them different?
Figure 13: Attributes used to describe self, Black and Hispanic moms, December 2013
Figure 14: Attitudes toward parenting, Black and Hispanic moms, December 2013
What are some of the challenges she faces? What does she worry most about when it comes to her kids?
Figure 15: Attitudes toward Black/Hispanic culture, Black and Hispanic moms, December 2013
Figure 16: Things Black and Hispanic moms worry about with kids, December 2013
How receptive are Black and Hispanic moms to marketing and advertising messages? What’s the most effective way to reach her?

Trend Applications

Trend: The Power of One
Trend: Second Skin
Mintel Futures: Brand Intervention

Demographics of Black and Hispanic Moms

Key points
Non-Hispanic White moms account for a majority of moms—for now
Figure 17: Birthrate by race/Hispanic origin, 2012 (prelim.)
Figure 18: Percentage of total US births by race/Hispanic origin of mother, 2012 (prelim.)
Hispanic and Black moms’ median age is about three years younger than Whites
Figure 19: Mean age at first birth, by race/Hispanic origin of mother, 1990-2010
Figure 20: Birthrate per 1,000 women by age, by race/Hispanic origin of mother, 2012 (prelim.)
Black and Hispanic households are more likely to have children
Figure 21: Households with children, by race and Hispanic origin of householder, 2012
Hispanic children make up one quarter of population of kids
Figure 22: US population of kids aged 6-11, by race/Hispanic origin, 2007-17
Demographic profile of moms
There was a sharp birthrate decline among Hispanics during recession
Figure 23: Birthrate, by race/Hispanic origin of the mother, 2000-09
Figure 24: Distribution of births, by race and Hispanic origin of mother, 2000-10
By 2050, Hispanic children will make up largest segment of children in US
Marital status
Figure 25: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
Minorities, less educated, and lower-income mothers more likely unmarried
Figure 26: Births to unmarried mothers as a share of births to all mothers, by race and Hispanic origin of mother, 2011

Self-Image and Perceptions

Key points
Black and Hispanic moms are confident, creative, and spiritual
Figure 27: Attributes used to describe self, Black and Hispanic moms, December 2013
Older Black moms are more optimistic, younger moms are more ambitious
Figure 28: Attributes used to describe self, Black moms by age, December 2013
Older Hispanic moms are more creative and liberal than younger moms
Figure 29: Attributes used to describe self, Hispanic moms by age, December 2013
Hispanics have different personality traits based on language preferences
Figure 30: Attributes used to describe self, Hispanic moms by language spoken in household, December 2013

Cultural Affinity

Key points
The majority of moms like to expose kids to other cultures
Figure 31: Parenting styles—preference for exposing kids to other cultures, moms by race/Hispanic origin, December 2013
Figure 32: Parenting styles – preference for exposing kids to other cultures, Black moms by age, December 2013
Figure 33: Parenting styles – preference for exposing kids to other cultures, Hispanic moms by age, December 2013
The perception of discrimination is still alive, especially among Black moms
Figure 34: Attitudes toward discrimination, moms by race/Hispanic origin, December 2013
Maintaining a cultural connection is critical to Hispanic and Black moms
Figure 35: Attitudes toward maintaining cultural heritage, moms by race/Hispanic origin, December 2013
Older Black moms more likely to believe they experience racial discrimination
Figure 36: Attitudes toward discrimination among Black moms—any agree, by age, December 2013
Black Millennials are concerned about losing identity, and less interested in adapting to other cultures
Figure 37: Attitudes toward maintaining cultural connection among Black moms—any agree, by age, December 2013
Younger Hispanics feel discriminated against and often suppress their identity
Figure 38: Attitudes toward Hispanic/American culture—any agree, Hispanic moms by age, December 2013
Younger Hispanics are twice as likely to not want to adapt to American culture
Figure 39: Attitudes toward Hispanic/American culture—Any agree, Hispanic moms by age, December 2013

Family Values and Dynamics

Key points
Family is the backbone for many Black and Hispanic moms
Figure 40: Attitudes toward family, moms by race/Hispanic origin, December 2013
Older Black moms have a stronger family bond
Figure 41: Attitudes toward family, Black moms by age, December 2013
Younger Hispanic moms struggle to balance personal and family time
Figure 42: Attitudes toward family, Hispanic moms by age, December 2013
English-speaking Hispanics have closer relationships with extended family
Figure 43: Attitudes toward family, Hispanic moms by language spoken in household, December 2013

Parenting Styles

Key points
Black and Hispanic moms believe strongly in disciplining their children
Figure 44: Attitudes toward disciplining children, moms by race/Hispanic origin, December 2013
Communication is an important part of the relationship they have with their children
Figure 45: Attitudes toward their relationship with their children, moms by race/Hispanic origin, December 2013
Older Black moms more likely to discipline and less likely to reward
Figure 46: Attitudes toward disciplining children, Black moms by age, December 2013
Open communication is pivotal to good parenting among older Black moms
Figure 47: Attitudes toward their relationship with children, Black moms by age, December 2013
Older Hispanic moms have a more traditional parenting role
Figure 48: Attitudes toward disciplining their children, Hispanic moms by age, December 2013
Older moms say their kids influence their opinions
Figure 49: Attitudes toward relationship with children, Hispanic moms by age, December 2013
Spanish-speaking moms different from others when it comes to discipline
Figure 50: Attitudes toward disciplining children, Hispanic moms by language spoken in household, December 2013
Spanish-speaking Hispanics say they need parenting advice
Figure 51: Attitudes toward communicating with their children, Hispanic moms by language spoken in household, December 2013

What Moms Worry About

Key points
Moms worry most about their child’s safety, education, and health, especially Hispanics
Figure 52: Things Black moms worry about with kids, moms by race/Hispanic origin, December 2013
Hispanic moms worry more about their child’s safety, violence, and bullying
Figure 53: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
Blacks disproportionately victims of homicide, which drives concern
Figure 54: Homicide rates among persons aged 10–24, by race/ethnicity and sex, US, 2010
Hispanics are significantly more likely to be in a gang, heightens stress among moms
Figure 55: Incidence of gang membership by race/Hispanic origin, 1996-2011
Higher incidence of certain conditions causes moms to worry about child’s health
Figure 56: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
Despite doing all they can, moms still worry about their child’s happiness
Figure 57: Things moms worry about with kids, moms by race/Hispanic origin, December 2013
Many moms worry about teen pregnancy and sexually transmitted diseases, and rightfully so given the incidence among teens
Figure 58: Things moms worry about with kids, moms by race/Hispanic origin, December 2013

Lifestyle and Entertainment

Key points
Watching TV, going online, and reading are her favorite pastimes
Figure 59: Leisure activities Black and Hispanic moms participate in, moms by race/Hispanic origin, July 2013
Hispanic moms use the internet for things for their kids
Figure 60: Online activities participated in related to their children, moms by race/Hispanic origin, July 2013
More Black moms admit they are TV addicts
Figure 61: Role media plays in moms’ entertainment and leisure activities, moms by race/Hispanic origin, Summer 2012-13

Goals and Aspirations

Key points
Blacks and Hispanics differ when it comes to their aspirations
Figure 62: Goals and aspirations in the next three years, Black and Hispanic moms, December 2013
Figure 63: Attitudes toward success, moms by race/Hispanic origin, December 2013
Younger Black moms have a lot of goals, older moms want a healthier lifestyle
Figure 64: Goals and aspirations in the next three years, Black moms by age, December 2013
Older Hispanics want to travel more, younger Hispanics want a healthier lifestyle
Figure 65: Goals and aspirations in the next three years, Hispanic moms by age, December 2013

Receptivity to Marketing and Advertising

Key points
Black moms are more engaged with TV
Figure 66: Attitudes toward the general value of media, moms by race/Hispanic origin, Summer 2012-2013
Moms rely on newspapers for local news, and TV to keep them informed
Figure 67: Attitudes toward information value of media, moms by race/Hispanic origin, Summer 2012-2013
Black moms are much more receptive to advertising
Figure 68: Receptivity to advertising, moms by race/Hispanic origin, Summer 2012-13
Black and Hispanic moms are more engaged with ads
Figure 69: Attitudes toward advertising, moms by race/Hispanic origin, Summer 2012-2013

Marketing Strategies

Key points
Overview of the brand landscape
Brand analysis: Mattel, Toy Feliz
Figure 70: Mattel, Toy Feliz advertisement, 2013
Brand analysis: Verizon Wireless
Figure 71: Verizon Wireless, “Star Wars Family—Trick or Treat,” TV Ad, 2013

Appendix – US Black Population

Key points
US population by race/Hispanic origin
Figure 72: Population, by race/Hispanic origin, 2008-18
Figure 73: US Population, by race/Hispanic origin, 1970-2020
Figure 74: Asian, Black, and Hispanic populations, 1970-2020
Age
Generations by race
Figure 75: US population by race and generation, 2011
Black population by age
Figure 76: US Black population, by age, 2008-18
Figure 77: US Population, by age, 2008-18
US Black geographic concentration
Figure 78: Black geographic concentration, by region, 2010
Black population by state
Figure 79: States with largest Black population, 2011
Figure 80: States with largest Black population, by distribution, 2008
Population by geographic concentration
Figure 81: States (including District of Columbia) ranked with the highest share of Black residents, 2011
Black metro areas
Figure 82: Metropolitan status of Black households, 2006 and 2011
Figure 83: Top 10 metropolitan areas with the largest number of Black residents, 2010
Black households
Figure 84: Average household size, moms by race/Hispanic origin/race of householder, 2001 and 2011
Figure 85: Presence and ages of children in the household, by race/Hispanic origin, 2011
Figure 86: Marital status, by race/Hispanic origin, 2011

Appendix – US Hispanic Population

Key points
Hispanic purchasing power projected to reach $1.7 trillion in four years
Hispanic household income lags Whites and Asians
Figure 87: Median household income, by race/Hispanic origin of householder, 2011
Hispanic male median personal income improved in 2011
Figure 88: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
Hispanic unemployment rates declining
Figure 89: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
Hispanics are among the fastest-growing population segments in the US
Hispanics are overwhelmingly young
Figure 90: Generational profile, Hispanics versus non-Hispanics, 2011
Hispanic households are larger than non-Hispanic households
Figure 91: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
Figure 92: Number of households, by number of people in the household—Hispanics versus all, 2011
Hispanic households have younger children
Figure 93: Number of households with children, by race and Hispanic origin of householder, 2012
Figure 94: Number of households, by race of householder and presence and ages of children, 2011
Hispanic educational attainment generally high school or lower
Figure 95: Educational attainment of Hispanic men, by age, 2011
Figure 96: Educational attainment of Hispanic women, by age, 2011
Hispanics overwhelmingly reside in Southern and Western US
Figure 97: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Immigration is declining – but immigration reform may present an opportunity

Appendix – Other Useful Tables

Figure 98: Attributes used to describe self, by attributes used to describe self, Black moms, December 2013
Figure 99: Attributes used to describe self, by attributes used to describe self, Black moms, December 2013
Figure 100: Attributes used to describe self, by attributes used to describe self, Hispanic moms, December 2013
Figure 101: Attributes used to describe self, by attributes used to describe self, Hispanic moms, December 2013
Figure 102: Attitudes toward family, by attributes used to describe self, Black moms, December 2013
Figure 103: Attitudes toward family, by attributes used to describe self, Black moms, December 2013
Figure 104: Attitudes toward family, by attributes used to describe self, Hispanic moms, December 2013
Figure 105: Attitudes toward family, by attributes used to describe self, Hispanic moms, December 2013
Figure 106: Attitudes toward parenting, by attributes used to describe self, Black moms, December 2013
Figure 107: Attitudes toward parenting, by attributes used to describe self, Black moms, December 2013
Figure 108: Attitudes toward parenting, by attributes used to describe self, Hispanic moms, December 2013
Figure 109: Attitudes toward parenting, by attributes used to describe self, Hispanic moms, December 2013
Figure 110: Things Black moms worry about with kids, by attributes used to describe self, December 2013
Figure 111: Things Black moms worry about with kids, by attributes used to describe self, December 2013
Figure 112: Things Hispanic moms worry about with kids, by attributes used to describe self, December 2013
Figure 113: Things Hispanic moms worry about with kids, by attributes used to describe self, December 2013
Figure 114: Attitudes toward Black/African-American culture—any agree, by attributes used to describe self, Black moms, December 2013
Figure 115: Attitudes toward Black/African-American culture—any agree, by attributes used to describe self, Black moms, December 2013
Figure 116: Attitudes toward Black/African-American culture—neutral, by attributes used to describe self, Black moms, December 2013
Figure 117: Attitudes toward Black/African-American culture—neutral, by attributes used to describe self, Black moms, December 2013
Figure 118: Attitudes toward Hispanic/American culture—any agree, by attributes used to describe self, Hispanic moms, December 2013
Figure 119: Attitudes toward Hispanic/American culture—any agree, by attributes used to describe self, Hispanic moms, December 2013
Figure 120: Attitudes toward Hispanic/American culture—neutral, by attributes used to describe self, Hispanic moms, December 2013
Figure 121: Attitudes toward Hispanic/American culture—neutral, by attributes used to describe self, Hispanic moms, December 2013
Figure 122: Attitudes toward success, by attributes used to describe self, Black moms, December 2013
Figure 123: Attitudes toward success, by attributes used to describe self, Black moms, December 2013
Figure 124: Goals and aspirations in the next three years, by attributes used to describe self, Hispanic moms, December 2013
Figure 125: Goals and aspirations in the next three years, by attributes used to describe self, Hispanic moms, December 2013
Figure 126: Things Black moms worry about with kids, by age, December 2013
Figure 127: Things Hispanic moms worry about with kids, by age, December 2013
Figure 128: Things Hispanic moms worry about with kids, by language spoken in household, December 2013
Figure 129: Attitudes toward parenting, by language spoken in household, December 2013
Figure 130: Attitudes toward Black/African-American culture—any agree, Black moms by age, December 2013
Figure 131: Attitudes toward Hispanic/American culture—any agree, Black moms by age, December 2013
Figure 132: Attitudes toward Hispanic/American culture—any agree, Hispanic moms by language spoken in household, December 2013
Figure 133: Goals and aspirations in the next three years, by attributes used to describe self, Black moms, December 2013
Figure 134: Goals and aspirations in the next three years, by attributes used to describe self, Black moms, December 2013
Figure 135: Goals and aspirations in the next three years, Hispanic moms by language spoken in household, December 2013
Figure 136: Attitudes toward success, Hispanic moms by language spoken in household, December 2013
Figure 137: Attitudes toward success, Black moms by age, December 2013
Figure 138: Attitudes toward success, Hispanic moms by age, December 2013

Appendix – Trade Associations

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