No Compromise: African American Moms and Marketplace Trade-Offs

This brief article uses survey data to looks at African-American mothers' purchasing habits and sentiments during recession.

No Compromise: African American Moms and Marketplace Trade-Offs

Moms have always worn many hats—from nurturer to breadwinner to built-in play date 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. This week's MONITOR Minute takes a look at African-American moms' commitment to staying engaged with the marketplace...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands