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The Burrell Mom Report

The Burrell Mom Report. What is the Burrell MOM Report?. The Burrell MOM Report is: A longitudinal deep dive into the AA Moms market A synthesis of qualitative, quantitative,Yankelovich, MRI and Census data as it pertains to AA moms

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The Burrell Mom Report

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  1. The Burrell Mom Report

  2. What is the Burrell MOM Report? • The Burrell MOM Report is: • A longitudinal deep dive into the AA Moms market • A synthesis of qualitative, quantitative,Yankelovich, MRI and Census data as it pertains to AA moms • The support for many of Burrell’s creative ideas that target AA moms as a prime prospect

  3. Research Overview Burrell sought to understand AA moms’ overall behavior and their impact on the AA market as a whole Overall Objective Research Objectives Research Participants Probe her psyche to determine what she thinks about most Identify her chief concerns and needs Prioritize the issues and values that are central to her lifestyle Choices Determine what is most Important to her Primary AA Moms vs. Non-AA Moms Secondary Young AA Moms Older AA Moms/daughters AA Grandmothers AA Moms of Infants/ Toddlers Understand what AA moms do; how they think and what motivates them across a variety of product categories/industries

  4. AA Moms Within the American Mom Landscape • AA Moms are three times likely as White moms to be single White AA Married Moms 46% 83% Single Moms 54% 17% • AA households are three times more likely to be maintained by a grandmother Grandmother Households AA 10% White 3% Source: 2000 U.S. Census & 2002 American Community Survey

  5. AA MOM She’s more likely to be… • 18 – 34 • Unmarried • Employed - over half work full-time • Earning on average $41K HHI vs $69k for non-AA moms • A High School graduate • Living with 2-4 children age 6-11 • Renting Source: 2004 MRI Doublebase

  6. Emerging Sub-Segments Y-Moms • Younger most often unmarried, gave birth in their teens • High hopes for the future • Cope with stress by meeting it head on and relax by shopping, watching TV and going to the movies • Dress themselves and their children in the latest fashions Nursery Moms • In their mid twenties to late thirties with newborns and/or toddlers • Most in need of ‘me time’ • Support systems among family and friends are very important • See motherhood as a voyage of self discovery

  7. Emerging Sub-Segments Mighty Moms • Small but growing number of Moms who have delayed having children until later life • Better educated, career-oriented and more affluent • Take pride in every detail of their children’s lives • Make time for ‘self’ Guardian Moms • Co-parenting or rearing grandchildren or children of family members • Rely heavily on faith and work to instill values, independence, cultural identity and belief in an almighty God • Place a premium on education • Still feel in their prime

  8. UNDERSTANDING THE AA MOM

  9. True to self. Not conforming or selling out. • VALUES • Faith • Community • Discipline • Respect • Expressiveness • Loyalty • ASPIRATIONS • To get ahead • Peace of mind • To be in control of my life • FAMILY • Source of joy • Provides sense of self • Woman considers own needs as well as family • Family-Extended Family • BIGGEST CONCERNS • Health • Finances • Equality/Freedom • Crime • Future of Family & Community

  10. Life as an African American Mom • She is proud of the job she is doing and she wants the best for her children • Rearing them in a positive fashion is her most important job • It’s important to teach children respect for themselves and others • She places a strong emphasis on education and how to be self-sufficient • She often overcompensates for what she lacked in her childhood by “loading” her children up with things she did not have • To demonstrate to the world her love for her kids • She generally puts the fundamental needs of her children ahead of her own Source: Burrell M.O.M. Report

  11. Life as an African American Mom • She often wears a game face • To appear calm, confident and in control • To mask any inner turmoil she feels so as not to worry her family/children • Combat any racism she encounters at work • She believes white women have it easier • White women are thought to be married and in and in more rewarding/lucrative careers • White men are perceived to be more helpful • White women are more affluent and can choose to work or stay home with their kids Source: Burrell M.O.M. Report

  12. Life as an African American Mom • She is typically optimistic and believes that life is getting better for women of color • Guardian Moms recall a time when nursing and teaching were the only career options • Mighty Moms have observed increased opportunities for advancement despite continuing racism in the workplace

  13. Psychographically, Who Is She? She is unflappable and makes “lemonade out of life’s lemons” • Compared to Non AA Moms, she experiences stress differently • Only 25% agree they are are under a great deal of pressure vs. 47% for Non AA moms • Her strong spiritual beliefs allow her to have a bright outlook on life • “Things will be better tomorrow” • Many start their day with prayer or meditation Source: Burrell M.O.M. Report

  14. Question: What else keeps her so positive? • Her family : • An unquestionable support system • Motivation to try harder to achieve • A great source of happiness and laughter • Her role as a mother • She feels she’s doing a great job as a mom AA White AA Single Moms N/A 96% Having a child is an experience every woman should have 60% 51% Single parent households are just as much a family as those with 2 parents 84% 76% Source: The Burrell M.O.M Report and Yankelovich AA Monitor 2001 & 2004

  15. Question: What does cause AA Mom’s stress Money and Work Source: The Burrell M.O.M Report

  16. Question: What Does She Like To Do Most Travel, Eat and Shop! Source: The Burrell M.O.M Report, Yankelovich Monitor Multicultural Marketing Study 2004

  17. She Especially Likes To Dote on Herself She creates joys in life from simple pleasures • 72% agree they like to pamper themselves; only 52% for Non AA moms AA White MomsMoms Take a Nap/Sleep in late 71% 65% Use scented or aromatherapy products 66% 58% Take a bubblebath 63% 40% Get a manicure/pedicure 32% 23% Get a massage 26% 15% Source: The Burrell M.O.M. Report and Yankelovich Monitor Multicultural Marketing Study 2004

  18. Question: What else keeps her going? Her Girlfriends • The AA Mom treasures and values her relationship with her girlfriends. • Offer her unconditional and unquestioning support • Make her feel she can be herself • Help her to care for and rear her children • AA Moms closest girlfriends are often her same friends from childhood • Among single and married AA Moms, spending adult time with girlfriends is a crucial, weekly ritual • Dinner or drinks • Going to the movies • Book clubs Source: Burrell M.O.M. Report

  19. She’s Content With Her Self-Image But Always Conscious Of Her Appearance • While she’s more likely to be overweight (66% vs. 47% for Non AA moms), most agree they are in very good physical condition (72% vs. 67% for Non AA Moms) • While half have started an exercise routine in the past 6 months, most don’t continue Source: The Burrell M.O.M Report

  20. She’s Content With Her Self-Image But Always Conscious Of Her Appearance • For her, a small size doesn’t always = beauty • Other factors play a greater role (i.e. hair, skin, clothes, body shape) versus weight • She finds her best asset and celebrates it! AA MomsWhite Moms Strongly needs to try to improve 52% 35% her physical appearance Feels the need to dress in the latest fashion 57% 39% latest fashions People should be free to look, dress, and live 83% 72% the way they want to whether others like it or not Source: The Burrell M.O.M Report and Yankelovich Monitor Multicultural Marketing Study 2004

  21. AA Moms Rely On Brand Names • 51% say they try to stick with well known national brands • Many report using the same brands that their moms and grandmothers used • Name Brands assure quality; avoid shopping mishaps, and reveal something about them AA MomWhite Mom Sources: The Burrell M.O.M Report and Yankelovich Monitor Multicultural Marketing Study 2004

  22. AA Moms and Shopping • Shopping is therapy, recreation, a social event and a creative challenge for AA Moms • Most shop anywhere from twice a month to two or three times a week • They will be more likely than their general market counterparts to buy what their children ask for • Mighty Moms in particular place their children’s needs ahead of their own • Y-Moms have less guilt about spending money on themselves • Nursery Moms are more likely to view shopping as an escape and a way to get out of the house

  23. AA Moms and Technology • Although she may not have the latest gadgets technology is important to the AA Mom with computers and cell phones topping the list of electronic “necessities” • She is more likely to own a cell phone with all the latest bells and whistles than a non AA Mom in her age range • Almost all AA Moms have one or more TV sets in their homes and more own HDTV ready sets than their non AA counterparts • Internet usage covers general searches, medical information, entertainment, email, shopping, downloading music and online banking

  24. Food And The AA Mom • For her, food is love • Meal preparation/quality food = love in edible form • Food expenditures/# and type of meals prepared/quality brand names = "I Care“ • Compared to Non-AA Moms, AA Moms are more likely to: • Cook and eat at home • Within AA Moms Y-Moms are less likely to cook and eat at home • Believe it cost less to eat at home • Prefer their own cooking to restaurant food • Eat leftovers Source: The Burrell M.O.M. Report

  25. AA Moms • Less stressed than GCM moms • Family oriented • Most concerned about money • Very comfortable in her own skin • Yet concerned about her appearance • Intensely brand-centric In a nutshell, she’s…

  26. Implications for Connecting with the AA Mom The best way to reach AA Moms is to be relevant and resonant • Use talent that reflects the many facets/hues/sizes of AA women • Don’t be critical of her as a mom or portray her as frazzled/out of control. She feels she’s doing an admirable job with her children • Play up her spirituality – it’s a fundamental part of her • Play up her self-image – she feels good about her appearance and body • Emphasize children and sister friends in advertising – they are clearly the keys to her emotional kingdom • Be sensitive to how she is portrayed particularly in the workplace or in the general domains of work and career Source: Burrell M.O.M. Report

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