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The Mom Complex, a unit of The Martin Agency that focuses on how to market to mothers, recently turned its attention to Latina moms, which represent a fifth of all U.S. mothers and are responsible for a third of last year’s domestic population growth.
In its research, which included a segmentation study, opinion parties and secondary white papers, the unit found choice examples of smart marketing to Latina moms. It’s clear, however, that big brand categories like pharmaceuticals are falling short.