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Marketing to Moms - US - September 2015

Published By :

Mintel

Published Date : Sep 2015

Category :

Advertising and Marketing

No. of Pages : N/A

Less pressure to settle down and have children early in life means more women are having kids on their own terms

Table of Content

Overview

What you need to know
Definition

Executive Summary

Figure 1: Estimated number of moms who have children younger than 18 living in the household, by age, 2014
The issues
Fertility mostly stagnant – Will it bounce back to prerecession rates?
Figure 2: Births and fertility rates, 2004-14*
The “traditional” family continues to fade
Others’ opinions have more influence than advertising on moms’ purchases
Figure 3: Purchase influencers – Select responses, June 2015
Expectations of egalitarian parenting not living up to reality
The opportunities
Supporting families with company policies is a win-win
The new American family makes room for new and/or niche products and services
Refreshing how moms (and dads) are portrayed
Figure 4: Attitudes toward parents represented in advertisements – Any agree, by generation, June 2015
What it means

The Market – What You Need to Know

About one in 10 Americans is a mom to children younger than 18
Reversal of downward trend indicates birth rates may bounce back
Non-Hispanic White women still account for the majority of births
Births out of wedlock vary significantly by race/Hispanic origin
Mother’s education inversely correlated with number of children
Various factors driving down the size of American families

Moms by the Numbers

Figure 5: Estimated number of moms who have children younger than 18 living in the household, by age, 2014
US fertility poised for a comeback?
Figure 6: Births and birth rates, by age of mother, 2013 and preliminary 2014
Non-Hispanic White mothers still account for majority of births
Figure 7: Births, by race/Hispanic origin of mother, preliminary 2014
Figure 8: Fertility rate, by race and Hispanic origin, 2003-13*
Four in 10 women give birth out of wedlock each year
Figure 9: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
First time’s a charm – Having first child is rewarding, fills moms with joy
Figure 10: Birth rates, by age of mother and by live-birth order, preliminary 2014

Market Perspective

Highly educated women embracing motherhood, education influences number of children
Figure 11: Number of children born to women aged 40-44, by mother's education, 2014
American families are downsizing yet childlessness decreasing
Figure 12: Number of children born to women ages 40-44, 1976 versus 2014
Raising children (more children) becoming prohibitively expensive
US policies do not favor families

Key Strategies – What You Need to Know

What’s working: showing dads in a positive light, discussing the “ugly side” of parenting, humor, emphasizing safety
What’s not working: picture perfect moms, the “mom jeans” mom, overly sentimental ads
What’s next: 90s throwback, advocating for moms, de-genderization

What’s Working?

Getting dads in the picture – and not just to make fun of them
Figure 13: “Clorox Triple Action Dust Wipes,” online video, 2015
Figure 14: “#HowToDad,” online video, 2014
“Real talk” about motherhood – Showing the less-than-glamorous side of being a mom
Figure 15: “Clorox Bleachable Moments – Distance,” online video, 2015
Figure 16: “Parenting Unfiltered,” online video, 2015
Figure 17: “Postpartum: The Musical,” online video, 2015
Figure 18: “Real Parents, Real Judgement” and “I Accept You,” online videos, 2015
Laughing it off – Humor is a home run
Figure 19: “Here’s what to do with overwhelming parenting advice,” online video, 2015
Figure 20: “The Mother ‘Hood Official Video,” online video, 2015
Emphasizing safety gives moms peace of mind
Figure 21: “All About That Honest” and “#CleanLikeAFamily #Transparently,” online videos, 2015
Figure 22: “SensorSafe Technology by Evenflo,” online video, 2015

What’s Not Working?

Picture perfect moms
Millennial moms struggle with the “mom-dentity”
Figure 23: “Evolution of Mom Dancing,” online video, 2013
Figure 24: “Worth It,” “#blessed,” and “Turnt,” online videos, 2015
Has “sadvertising” become too ubiquitous?
Figure 25: “Happy Father’s Day, Mom,” online video, 2015
Figure 26: “Alana & Lisa,” online video, 2015

What’s Next?

Targeting Millennial moms with ’90s nostalgia
Advocating for moms and families
Gender, schmender! – The final push for equality?
Figure 27: “buddingSTEM Kickstarter,” online video, 2015

The Consumer – What You Need to Know

For moms, happiness starts at home
To work or not to work – that is the question…
Moms want their children to be responsible, confident, and hardworking
Moms utilize both digital and analog resources
Moms and purchasing: Other’s opinions are key
Mom and dad stereotypes wearing thin
Moms mostly comfortable to be who they are

Important Aspects of a Good Life

For moms, family key to a happy life
Figure 28: Important aspects of a good life, June 2015
Rural moms more traditional, urban moms more modern, suburban moms’ desires fall somewhere in the middle
Figure 29: Important aspects of a good life, by area of residence, June 2015
Back to basics in low- and middle-income households
Figure 30: Important aspects of a good life, by household income, June 2015

Attitudes toward Motherhood

Moms are proud of their kids – but also have realistic expectations
Figure 31: Attitudes toward motherhood, June 2015
Millennial moms have high expectation, new moms often feel like servants
Figure 32: Expectations for the future – Any agree, by generation, June 2015

Balancing Family and Work

When it comes to time with kids, quality more important than quantity
Figure 33: Attitudes toward quality time versus quantity – Any agree, by employment status, June 2015
To work or not to work – that is the question…
Figure 34: Attitudes toward balancing family and work – Any agree, June 2015

Important Values to Instill in Children

Moms want kids to be responsible, confident, and hardworking
Figure 35: Most important values to instill, June 2015
The younger the mom, the more emphasis on being open-minded
Figure 36: Most important values to instill, by generation, June 2015

Children Through a Mother’s Eyes

Recognizing accomplishments: Praise the roof
Moms in contrast: Pressure in the city and only-child stereotypes
Figure 37: Attitudes toward parenting – Any agree, by generation, June 2015

Parenting Information Sources and Perceptions

Moms utilize digital and analog sources
Figure 38: Parenting information sources regularly used, June 2015
Millennial moms are a prime target group for content marketing
Figure 39: Parenting information sources regularly used, by generation, June 2015
New moms looking for lots of help
Figure 40: Parenting information sources regularly used, by new versus experienced moms, June 2015
Most-used sources favored for being informative, targeted, useful
Figure 41: Perceptions of parenting information sources, June 2015

Purchase Influencers

Kids’ preferences are paramount
Moms also tap in to the “online collective”
Room remains for tried-and-true marketing methods
Figure 42: Purchase influencers, June 2015
Millennial moms especially influenced by reviews and recommendations
Figure 43: Purchase influencers, by generation, June 2015
New moms are less price sensitive
Figure 44: Attitudes toward shopping, by new versus experienced moms, June 2015

Product Positioning Tactics Influencing Purchases

Price tops the list, even when it’s not technically on the list
Figure 45: Product positioning tactics influencing purchase, by generation, June 2015
New moms give more consideration to non-price related tactics
Figure 46: Product positioning tactics influencing purchase, by new versus experienced moms, June 2015

Targeting Moms – Attitudes toward Advertising

TV remains an important channel for reaching moms and their families
Figure 47: Attitudes toward TV and screen time – Any agree, by generation, June 2015
Mom and dad stereotypes wearing thin
Figure 48: Attitudes toward parents represented in advertisements – Any agree, by generation, June 2015
Moms mostly comfortable to be who they are
Figure 49: “#RealandChic – Rachel Hollis Bikini Photo,” online video, 2015
Figure 50: Attitudes toward appearances – Any agree, by generation, June 2015
Targeting moms based on self-perceptions
Figure 51: Self-perceptions, by moms, female non-moms, and moms by generation, February 2014-March 2015

Consumer Segmentation

Figure 52: Moms segmentation, June 2015
Money-Saving Mamas (36%)
Tough Mothers (35%)
Minimalist Moms (30%)
Figure 53: Moms attitudes and opinions – Any agree, by mom segments, June 2015

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

Appendix – The Market

Figure 54: Population by race and Hispanic origin, 2010-20
Figure 55: Births, by race/Hispanic origin of mother, preliminary 2014
Figure 56: Purchasing power, by race/Hispanic origin, 1990-2019

Appendix – Consumer

Figure 57: Attitudes toward TV and advertising, by moms, female non-moms, and moms by generation, February 2014-March 2015
Figure 58: Self-perceptions, by moms, female non-moms, and moms by generation, February 2014-March 2015

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