ICYMI: Millennials are not just the same old flannel-clad, entitled, couch and career surfers anymore. Millennials are growing. Growing into families that is.
That’s right, almost half of our beloved millennial demographic are becoming mommies and daddies. At least 40% of millennials already have children, and that rate continues to climb as millennials continue to age. Considering millennials make up more than a quarter of the population representing 83.1 million Americans, and surpassing the Baby Boomer generation by over 7 million in population, this life-changing milestone means major lifestyle changes for millennials, and major sales category shifts and opportunities for marketers.
As digital natives, this generation has grown-up with cutting-edge technology at their fingertips and has been exposed to marketing messages coming at them from all angles. Millennials understand that brands are going to target them, and here’s what marketers should consider when communicating with today’s millennial parents:
Millennials recognize that parenting isn’t perfect; it’s messy, it’s stressful, exhausting, and absolutely extraordinary. Therefore, millennial parents prefer to see marketing messages that are authentic and honest about the portrayal of parenting. According to research from BabyCenter, 66% of millennial moms say it’s important for brands to realistically portray the challenges of parenting. Millennials gravitate towards brands that can offer a unique, tailored experience that can connect and relate to their own parenting experiences.
Community is critical for today’s millennial parents. Millennials will seek parenting advice and product recommendations from multiple sources including, their peers, other parents, and oftentimes, community boards to get immediate, real-time responses. Much like millennial’s preferences for authenticity from marketers, according to BabyCenter, 55% millennials would rather seek advice from other parents and influencers who are open and honest about their parenting mishaps. And according to, Cassandra’s 2016 Modern Parents Report, 4 out of 10 millennial parents feel better about parenting when they hear about other parent’s mishaps.
Millennial parents want to publicly share their experiences navigating the journey of parenthood; the challenges, the milestones, and the joyous victories, all through the lens of a digital camera and shared via social media. And it’s not enough for millennial parents to just share their own experiences, millennial parents are more likely to engage with other parents, offering words of encouragement, advice, and make product recommendations to other parents via social media and community boards.
As millennials continue to disrupt the parenthood industry, marketers need to be more receptive to these lifestyle changes and tailor their messaging for multiple platforms, while reflecting authentic and honest experiences millennial parents are challenged with today.