Support the creation of marketing personas, copy/design strategy, and media strategy for advertising targeting US mothers who a) go back to work after having a baby, and b) do not go back to work. Specifically, the report should include any information about age, religious orientation, sexual orientation, geography (urban vs rural, specific city/state trends), motivations, household income, general interests, buying habits, or any other information that can be used for media targeting.
The article linked here provides additional context.
- 55% of moms with kids under 18 work full-time today, and overall, about 72% are employed.
- One-quarter are solo moms.
- 76% of working women with children under 18 are between 30-49.
- 22% of moms are millennials.
- The median age at which women become mothers in the U.S. is 26. They are however increasingly delaying motherhood through their 20s.
- Working moms are likely to have older children. In 2019, the labor force participation rate of moms with children under age 6 was 66.4%, vs. 76.8% for moms whose youngest child was 6 to 17.
- Working moms would ideally like to work less. 42% of adults say that part-time work is ideal, and 1/3 said no work at all is ideal. Only 16% say that full-time work for a mom is ideal.
- They want to be rewarded: 81% of moms are more likely to engage if offered reward points.
- Millennial moms are active influencers. They said they retweet or re-pinned products or services online 7.8x a month. They mostly shared information about clothing, shoes, and other accessories (93%), retail stores (91%) and groceries/food and beverages (90%).
- Whether a mom is in the workforce is correlated to her husband's income in a U shape. When the husband makes a significant amount ($250,000 or higher a year), 46% of them are not in the labor force. On the other hand, when the husband makes less than $25,000 a year, 35% are stay at home moms. It's the moms in the middle, who are married to spouses with an income of $50,000- $75,000—which also covers the median income for husbands of $60,000—that don't stay home. 75% of that group is in the labor force. More information can be seen here.
- 41% of mothers were the sole or primary breadwinners for their families. This is most prevalent in the Northeast. More information, including a state-by-state breakdown, can be found here.
- 60.1% of breadwinning mothers were white; 16.2% Black; 16.4% Hispanic; and 7.3% non-Hispanic mothers of another race or ethnicity. However, this is also due to the racial makeup of motherhood; there are more white women having children. However, in relative terms, Black mothers are the most likely to be the breadwinner by a staggering margin. They're 2x as likely as white moms and more than 50% more likely than Hispanic moms. More information
Type of Work:
- Many moms are working in low-paying jobs. 16.3% of working moms (1 in 6) who have children under age 18 are in low-wage jobs. 18.3% (one in five) who have children age 3 and under are in low-wage jobs.
Pain Points and Interests
- The "maternal wall" describes a bias that working mothers encounter in the workplace once she returns, surrounding her dedication and ability to perform now that she has a child, and undermines their ability to advance in the workplace.
- 43% of highly qualified women leave the workplace, or off-ramp from work, after having kids.
- 31% of women who stopped working after having kids actually wanted to keep working, but could not make it work due to a rigid workplace.
Stay-At-Home Moms (SAHM)
- 1 in 3 married-couple households in the US with kids under 18 have a stay-at-home parent (SAHP). Of those, 8 times out of 10, moms are more likely to be the one at home.
- There is a positive correlation between family size and SAHP presence- cities with large families also tend to have families where one parent is at home.
- The more educated a city's population is, the less likely it is to have SAHP.
- Larger foreign-born populations also correlates to having more families with a SAHP.
- Southern and Western states tend to have more SAHP versus the North and East.
- Families with one stay-at-home parent: 52.1%; families with a stay-at-home mother: 47.3%
- Average family size: 3.65
- Population with a high school diploma or higher: 68.1%
- Population that’s foreign-born: 28.3%
- Families with one stay-at-home parent: 47.9%; families with a stay-at-home mother: 44.1%
- Average family size: 4.43
- Population with a high school diploma or higher: 57.1%
- Population that’s foreign-born: 46.1%
- Families with one stay-at-home parent: 45.9; families with a stay-at-home mother: 43.5%
- Average family size: 2.77
- Population with a high school diploma or higher: 78.6%
- Population that’s foreign-born: 38.5%
- Families with one stay-at-home parent: 45.4%; families with a stay-at-home mother: 43.5%
- Families with a stay-at-home father: 1.9%
- Average family size: 2.62
- Population with a high school diploma or higher: 78.5%
- Population that’s foreign-born: 30.3%
- Families with one stay-at-home parent: 45.2%; families with a stay-at-home mother: 44.0%
- Families with a stay-at-home father: 1.2%
- Average family size: 2.70
- Population with a high school diploma or higher: 91.9%
- Population that’s foreign-born: 48.4%
Proposed next steps:
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