Moms control 85% of household purchases and their buying power is $2.4 trillion and counting. While moms are the primary budgeting and spending decision maker in the household, 3 out of 4 moms says brands have no idea what it’s like to be a mom. Not all moms are alike. Race and ethnicity often shape the way mothers raise children and navigate the challenges of motherhood. Latina moms are an especially important group for brands given the Hispanic segment’s current and projected population and spending growth. Brands that capture Latina moms today not only win moms now—they’re also taking steps to build brand loyalty among their children for years to come.