The Reality of Moms as Breadwinners


Women’s earnings and economic contributions to their families continue to grow in importance, and black women in particular tend to take on a huge amount of their households’ financial burden. For instance, three-quarters of black women holding breadwinner status are doing it alone. Black moms are more likely than other moms to say that providing for their families makes them feel like a “super-mom.” This reality should be reflected in how motherhood is portrayed in advertising. Simply casting black women in ads is not enough. Marketers must go further to faithfully represent their reality, showing the full scope of their dual role as breadwinner and caregiver.

The Atlantic
Mintel, 2017