The 85% Niche: The Power of Women of All Colors--Latina, Black, and Asian
By Miriam Muley

Women of color generate nearly $1 trillion in consumer spending and another $230 billion as entrepreneurs. Yet most companies market to women as a monolithic group, aiming primarily at White women.

With groundbreaking proprietary research, 2009 M2W Roundtable discussion leader Miriam Muley explores how cultural and ethnic differences shape the way women respond to life experiences. She encourages companies to embrace the cultural and ethnic identity of women of all colors with the same tenacity, commitment to grow, and deployment of economic resources that are given to other consumer audiences.

The result is a concise and practical guide to what drives women--and moms--of diverse backgrounds to consider brands for future purchase decisions. Muley takes this discussion to a new level, delving deeply into the who of the women's market. She provides practical insights on what it means to be a Latina, a Black woman, or an Asian woman and effectively translates these insights into compelling marketing best practices that business leaders can quickly integrate into planning efforts.

While not entirely focused on moms, this book provides a lot of information about what mothers of color think about the purchases they make as well as how their strong involvement in the workforce often makes them "time-pressed and time-poor--even more so than Caucasian mothers."