Moms have always worn many hats—from nurturer to breadwinner to built-in playdate to household manager extraordinaire. And while each role comes with associated joys and stresses, it is the role of household gatekeeper that has become increasingly complicated in light of the shaky economy. Nearly all moms are learning and adopting new ways to deal with current financial pressures, but the trade-offs and strategies they are willing to use in the marketplace vary greatly.

Second Best Just Won’t Do

Despite a high degree of economic anxiety (40% of African-American moms versus 26% of Non-Hispanic White moms are experiencing high economic anxiety(3)), African-American moms are far more committed to avoiding marketplace sacrifices for their families and themselves. They are much less likely than both Hispanic and Non-Hispanic White moms to say that, if their families suddenly had less money, they would learn to be happier with fewer things, or that they would spend less than usual on categories including clothes, shoes, personal care items and food. And a solid majority say they would not trade their national brands for store brands.

Two Key Characteristics Shape Marketplace Behavior

African-American Moms shun marketplace compromises for two main reasons: First and foremost, marketplace participation plays a more important role in their lives. Brands are more intertwined with expressions of personal identity for far more African-American moms than other moms. Further, African-American moms are more likely to look to material possessions as proof of success and accomplishment. Second, their strong sense of spirituality and belief in fate gives them the ability to celebrate and enjoy today. They simply will not let the challenge du jour—be it the economy or any other challenge—stop them from pursuing their goals and their need to treat themselves and their families well.

Implications & Opportunities

Give them a bigger bang for their buck. Rather than focusing on the advantages of trading down in brands or opting out of certain activities to save money, show African-American moms how much “more” you can give them for what they are already spending. “More” might be literal—as in more product or additional bundled goods or promotions—or it might be emotional—reinforcing the satisfaction she gets from providing “the best” for her family and herself.

Speak to her, listen to her. Do not be shy about reaching out to establish a relationship with African-American moms. She wants to be recognized as an African-American mom who wears many hats and isn’t afraid or shy about celebrating her qualities as a mother and as a woman.

Bottom Line

Despite financial concerns and worries, African-American moms are far less likely to make compromises in the marketplace. Offering non-compromise solutions that respect this unique dynamic will allow marketers to reach a segment of consumers who, even in times of economic uncertainty, are brand loyal and vivacious participants in the marketplace.

Source: Yankelovich