Mom Knows Best: Understanding the Key Decision-Makers of the Family, with Special Attention to Hispanic Moms

Moms are essential to running their families, as well as driving brand growth. Dive into our research for strategic insights on how you can capture spending from moms across segments, as well as specifically resonate with Hispanic moms.

We all know moms play an important role in the family, but they’re also a crucial consumer group! They overwhelmingly steer their family’s purchases as they research products, do the shopping, and make countless decisions when it comes to budgeting and spending. However, many moms feel misunderstood by the very brands and companies they’re pouring themselves into as consumers. This means that moms merit specific attention.

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.

Strategic takeaways from our research include:

Moms are heavy social media users. They use it as a tool to gather product information, as well as to share their own experiences. Brands should have a strong social media presence and make product information accessible. This is also an opportunity to tap into the power of mom influencers to bolster brand awareness.
Preserving culture is a point of concern for Hispanic Moms. They want to ensure their children appreciate their roots. Tap into cultural identity and family themes simultaneously. This intersection is where heritage is top-of-mind for Hispanic Moms.
Moms are the primary drivers of planning, organizing, and spending for special occasions. They love celebrating holidays and making them special for their kids. Holiday activations should be targeted at moms. Highlight your product’s ability to support their holiday celebrations.