Marketing To Millennial Parents
Redefining communication efforts will help brands connect with this highly selective group.
Every day, 9,000 babies are born to millennial parents in the US alone. Soon, millennials will control the majority of the $2.4 trillion parenting industry. Millennials are redefining parenting, along with the ‘typical’ behaviors, attitudes, and roles parents have displayed for generations.
As a marketer, it’s important to understand that the rules have changed… and nothing is ‘typical’ with this new generation of moms and dads. Today, there’s been a shift in how families think about experiences and a redefinition ‘family time’. If you’re marketing to millennial parents, redefining your communication efforts will help connect your brand with this highly selective, informed, and socially savvy group.
Like many individuals in this demographic, millennial parents also experience FOMO - the fear of missing out. Even as new parents, millennials still have a common need to let the world know that they are living their best lives. Now they just have a few ‘little additions’ to help shape their story. From finding the coolest family activities to creating TikTok videos with their kids, today’s parents are more actively involved than ever.
As a marketer, ask yourself: “Am I creating unique experiences that are authentic, interactive, and connect emotionally?” If you’re looking at millennial parents, the answer should be an emphatic “yes”! Technology, innovation, and participatory experience play considerable roles in keeping the attention of this group. Participating in live, digital, and virtual experiences are essential because they keep millennials connected and provide authentic storytelling that families love. FOMO is real for millennial parents, and they expect to be full participants in their family’s entertainment and experiences. This generational shift indicates that brands need to focus on providing fun, engaging experiences for the whole family to enjoy together.
Let’s Be Real
Authentic content can be a catalyst for real conversations between parents and kids, which opens up opportunities for brands. Millennial parents take on a more involved, less hierarchical role with their kids than previous generations. They feel it’s important to have an open, honest dialog with their children. Nearly 8 out of 10 millennial parents consider their child to be one of their best friends. Also, 74% of millennials include their children in making important family and household decisions. This generation is ‘real’ with their kids, so your brand’s content should tie in to this family connection.
Tell, Don’t Sell
It’s important that your brand messaging is simple, genuine, and focused. Millennials (and their kids) don’t like to be sold to, so avoid unnecessary jargon or fluff. Take the time to generate content that tells an authentic story and creates an emotional connection with your audience.
More Than Parents
In creative development, try not to reduce millennials to parenting alone. More than any other generation, this group cares about preserving a sense of self even as they enter parenthood. In fact, 75% of millennial parents say they have continued to pursue their personal passions since having their child. Yes, they are parents…but they are also ‘surfers’, ‘bakers’, or ‘mountain climbers’ with so many interests. When formulating a marketing strategy, remember that ‘parent’ is just one facet of this group’s overall identity.
When They Need You…Be There
When it comes to parenting, millennials are open to suggestion and guidance. The collection of online resources – social networks, blogs, and forums – have completely replaced the use of tradition guides. Millennials welcome relevant branded content, especially in situations when they need it most. 3 out of 4 millennial parents look to videos by companies when seeking guidance on parenting topics. One study by Crowdtap found that 97% of millennial moms and 93% of millennial dads find social media ‘somewhat’ to ‘extremely’ helpful with parenting. So it’s important to make sure your brand is at the right place when your audience needs a little advice.
Without question, social media has a much bigger influence on millennial parents than traditional advertising. Recent studies indicate that a high percentage of millennial parents use Facebook, watch videos on YouTube, and spend time on Instagram on a daily basis. This group is also more likely than non-parent millennials to use video streaming, tablets, and smartwatches. Speaking of social platforms, it seems right now that millennials just can’t get enough of TikTok…enjoying the popular social platform more than any other group in the US.
Millennial parents also use social media as a tool to manage online safety. For example, 33% of millennial parents say they are likely to use safety controls provided by social media platforms, compared to less than 25% of older parents. When it comes to content platforms, millennial parents are more likely to use in-platform controls for gaming, streaming music and audio, and streaming video services as well. As the numbers indicate, implementing a social strategy will be vital in the success of your millennial marketing endeavors.
Millennial parents are breaking down stereotypical gender roles molded by previous generations. Dads are more involved than ever with infant care and everyday parenting. It’s common for both parents to work, leading most millennials to take a more equitable approach to household tasks and parenting responsibilities than previous generations. Many millennial dads are turning to YouTube for key parenting topics like preparing meals, assembling gear, or using household products. A recent study found that six out of ten women indicated that their role portrayal in advertising is simply outdated. A growing number of millennial consumers want parental roles in advertising to mirror their own. According to Marketing Dive, 82 percent of younger parents believe that brands should speak to mothers and fathers equally. When you’re marketing to this group, don’t assume you’re only talking to mom… give dad some needed attention as well.
When you’re marketing to millennial parents, consider how this group is different than previous generations. Understand that they look to digital, social, and experiential content that creates a bonding experience with their children. Millennials are redefining parenting all their own by sharing family experiences, breaking role stereotypes, and being open and honest with their kids. To maximize marketing success, your communication efforts should mirror these characteristics.