It’s also important to recognize that not all moms are alike. After all, racial and ethnic background often shape the way mothers raise children and navigate the challenges of motherhood. Hispanic moms are an especially important group to focus on given the Hispanic segment’s current and projected population and spending growth. Brands that capture Hispanic moms today not only win the moms—they’re also taking steps to capture their children’s attention down the road.

To help you better understand who moms are and how they act as consumers, we’ve compiled data from 2019 Collage Group syndicated research initiatives. We’ve broken the data down by moms vs. non-moms, and further by Hispanicity.

We start off by providing Cultural Attribute Profiles for each group. These profiles reveal how each group scores on important characteristics including: anxiety, cultural rootedness, exceptionalism, independence, adventurousness, and compliance. Then, we cover relationships and family dynamics. Afterwards, we take a deep dive on moms’ path to purchase, including social media influence, product reviews, word-of-mouth, and shopping behaviors. Lastly, our study concludes with a section on what holidays and nightlife are like for moms.

Our insights will help you execute campaigns that will win across the board with moms, and also ways that you can take a targeted approach to resonate with Hispanic moms.