New Study Examines Moms By Race

Jan. 14, 2009 - PRLog -- When it comes to motherhood, nothing is black and white. As we usher in the inauguration of our first African American President, a new study examines the behaviors and values of mothers across racial lines. The research shows that while all mothers are battling with the growing concerns facing our nation, some of a mother’s coping strategies and motivations are tied to her culture and ethnic background.

The research was conducted by BSM Media, http://www.bsmmedia.com, a leading marketing to moms firm led by Maria Bailey, author of “Mom 3.0: Marketing With Today’s Mothers by Leveraging New Media and Technology”.

“Moms share universal concerns for their children,” says Maria Bailey, CEO of BSM Media. “It is clear, however, that the way she reacts to the economy, rising food costs and the dreams she has for her children is impacted by her personal experiences, upbringing and ethnic background.”

BSM Media partnered with several prominent African American mom bloggers to field the research: Jennifer James, editor of Mommy Too! Magazine (http://mommytoomag.com/), Melanie Sheridan from Mel, A Dramatic Mommy (http://www.meladramaticmommy.com/), Kimberly Coleman from Mom in the City (http://www.mominthecity.com/), and Michele Dortch, The Integrated Mother (http://www.integratedmother.com/blog/).

“Identifying the specific needs of African American Moms is timely,” said Melanie Sheridan from Mel, A Dramatic Mommy, www.meladramaticmommy.com. “Companies and media need to be more culturally aware and prepared for the expanded audiences recent historic events may bring their way.”

Key Findings of the study include:

•   Although the majority of all moms have made household adjustments to cope with the economic crisis, African American moms are more likely to delay major purchases (57%) and avoid stores to reduce shopping (54%). Caucasian moms are coping by using coupons and discount codes (73%) and driving fewer places to conserve gas (62%).

“It takes a lot of time and concerted effort to use coupons effectively and save money, and time is something that many African American moms don’t have”, says Jennifer James, editor of Mommy Too! Magazine (www.mommytoomag.com), “In addition, many of the manufacturer coupons found in the newspaper are not found in the retail locations in urban communities and if they are, many African American moms opt to purchase lower cost generic brands which usually don’t issue coupons.”

•   African American moms are more likely to turn to clergy for support (60%) than Caucasian moms (41%). Other popular support outlets among both races included spouses, parents and other moms.

•   Although moms across racial lines ranked education as their greatest dream for their children, African American moms are more likely to aspire for their children to have a deep religious commitment as adults than Caucasian moms.  

“For many of us, our faith has sustained us.” says Kimberly Coleman of Mom in the City, www.mominthecity.com, in response to the importance of religion in the African American community.

•   Caucasian moms named managing the desires of their children for material things as a challenge (45%), while African American moms are battling with affordable housing (35%).

•   While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%).

“The results of BSM’s research confirm one very important fact - we may share a common bond as mothers, but each of us brings a unique approach to motherhood that must be recognized,” says Michele Dortch of The Integrated Mother.

About the Survey
The survey was conducted in January, 2009 via online invitation. An ending sample of over 1,400 Moms with children under 18 living at home completed the online questionnaire. For more information, or full research results, contact Amy@bsmmedia.com.

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BSM Media is a full-service marketing and media firm that specializes in marketing to moms, founded by CEO Maria Bailey. Our unique combination of market knowledge and results oriented approach allows us to help companies reach their goals and beyond.