Marketing to New Moms Due for a Change

The latest figures from the Pew Research Center show there’s been a significant demographic shift in who’s giving birth in the U.S.  The top level data reveals that today's new mom in the U.S. is generally older and may be unmarried and nonwhite, especially when compared to 1990 data. As a result of these changes, marketers should review the new demographics and adjust their pitches accordingly.

In 2008, the age demographics of birth mothers broke out as follows:

  1. Under 20 10%
  2. Between 20–34 75%
  3. 35+ 14%

The only growth category between 1990 and 2008 was in moms age 35+. The number of women in this age bracket giving birth jumped from 9% to 14% (a 5% increase).

The nation also saw a significant change in the percentages of women from emerging majorities who are giving birth. In particular, 1 out of every 4 new babies in the U.S. is born to an Hispanic mom. This change correlates to a large drop in the percentage of white women who become new moms:

  • White 53% (-12%)
  • Black 15% (-1%)
  • Hispanic 24% (+10)
  • Asian 6% (+3%)

The marital status of new moms has also undergone big changes in the past 20 years. In 1990, 28% of all births were born to unmarried women.  And in 2008, over 40% of new babies had unmarried moms.

New moms face a multitude of purchase decisions to equip themselves with products and services they’ll need as they move into a new stage of life.  A Retail Advertising and Marketing Association survey notes that many of these women use social media at higher than average rates:

  • Facebook 60.3%
  • MySpace 42.4%
  • Twitter 16.5%

Here’s the best way for marketers to entice these women to try their products (ranked on a scale of 1 to 5):

  • Product samples in the store 3.8
  • Product samples delivered to home 3.6
  • Loyalty cards 3.5
  • Special displays 3.4
[Source: Modern Mothers Older, More Diverse. Pew Research Center. 2010. Web. 13 May 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.