Five Insights into Millennial Parents
As one of the fastest growing demographics in the U.S., millennial parents represent millions of dollars in potential revenue for brands. Some millennial parents carry on the traditions of generations previous and others break out on their own, leaning on new technology or peer advice to guide them. In order to maximize revenue potential, marketers must leverage consumer insights to engage with millennials in an authentic way. Here are five insights into millennial parents and how marketers can better reach them.
- They are open to crowdsourcing or “mom-sourcing.” Seventy-one percent of millennial parents rank parenting websites and blogs as one of their top parental influences.
- Motherhood can change a woman’s lifestyle. Eighty-five percent of new moms change their purchase criteria right before they start a family. When it comes to food, they want brands to be more organic and more value-conscious. Millennial moms place a lot of importance on buying products that are high-quality and safe, and in doing so, they tend to support companies and brands that are transparent, have good reviews online, and can simplify their lives.
- Sometimes they need a little guidance. Gerber research revealed that millennial parents were skipping stage three foods and moving from baby food straight to table food. Gerber used this opportunity to partner with websites and influencer groups, including babycenter.com, Meredith, and TheBump.com, to increase conversations about stage three foods among millennial parents.
- They are continuing the couponing tradition. Nine out of 10 millennials use coupons, often turning to the internet to find the best deals.
- Mobile is the way to reach them. According to BabyCenter.com, 63 percent of parents use their mobile phones more after having a baby. Additional research found that parents’ first daily mobile sessions begin at 4am and peak at 7am, with 56 percent of new parents having visited Facebook by 7am on their mobile devices.
Source
"Millennials: What Marketers Need to Know." Jeff Fromm, President of FutureCast; Brendan Shaughnessy, brand manager at FutureCast. ANAWebinar, 3/30/16; "Challenger Brand Drives Shopper Loyalty Among Millennial Moms." Rick Klauser, CEO of Sprout Organic Foods, Inc. ANA/BAA Shopper Marketing Conference, 7/26/16; "Gerber Reconnects with Millennial Parents." Terri Meyer, Co-Founder of Terri & Sandy; Alberto Hernández López, Head of Marketing, Cereal, Meals, and Drinks at Gerber U.S. and Nestlé S.A. ANA Content Marketing Members-Only Conference, 6/28/16; "Millennial Moms (and Dads) Bringing Back the Art of Couponing." MediaPost, 6/24/16; "The Digital Reinvention of Potty Training by Pull-Ups." Melanie Huet, Brand Director of Childcare at Kimberly-Clark Corp. ANA Effective Brand Marketing Members-Only Conference, 5/18/16; "Millennial Trends and Insights From Facebook." Ann Mack, Head of Content and Activation of Global Consumer Insights at Facebook. ANA Marketing to Millennials Members-Only Conference, 8/18/16.