Millennials as Parents Create New Challenges for Marketers

Marketers have been shifting their advertising strategies in the last decade to reach Millennials, the generation that is accustomed to having millennialparentsthings their way. Now that the members of this generation are becoming parents, marketers need to understand how to approach these consumers in a new life stage. According to the Jeff Fromm, co-​author of Marketing to Millennials, brands need to stop viewing this group through the ‘prism of youth.’

With children to worry about, Millennials are now looking beyond their own needs and considering what the world means for the next generation. As parents, they:

  • Expect to raise kids the way they were raised: 50%
  • Monitor kids’ diets: 52%
  • Focus on the environment: 64%
  • Feel a stay-​at-​home mom is best: 48%

Though about half of Millennials like the idea of stay-​at-​home moms, the reality is that many of these young people are in dual-​income households and struggle to find a work-​life balance.

These consumers still have favorite brands such as Nike and the Gap, but they begin trading down and buying their products on price more than quality. The highly-​connected members of this generation also become more cautious about personal information once they have Junior running around the house. Nearly half, 48%, are “less likely to give up private information about themselves in exchange for promotional perks.”

Marketers that get clued into the nuances of how these consumers are changing their behavior as their households grow will be more successful in forming strong bonds with them.

To learn more about Millennials, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.