Ypulse Mashup: How Millennial Parents Will Change Families

On June 27th, we’re dedicating our Ypulse Mashup event to Reassessing Millennials. It’s time to stop looking at Millennials as one massive group and pre-prescribing characteristics and misconceptions to all 80 million members. We’re digging into who they really are and the different personalities that exist within the generation by unveiling our first-ever segmentation of the generation. We’re also examining not only how they are changing as they begin to tackle adult milestones, but how they are changing the definition of the milestones themselves.

 The oldest edge of Millennials have entered their 30s, and 4% of Millennials are already parents. That’s over 3 million Millennial parents in the U.S. and growing. Though the generation as a whole has delayed parenthood, 70% of Millennials who aren’t yet parents say that they want kids, and 26% of them want kids within the next five years. That’s a huge wave of Millennials who are going to become parents in the relatively near future, and they’re approaching parenthood with their own expectations. Just as they have begun navigating adulthood by picking and choosing the things that work for them, we’re seeing that these influential and unique consumers are already attempting to tackle parenthood in their own way, and negotiate traditional parenting structures on their own terms. Here are just a few of the ways Millennials could reassess parenthood, and shift family culture:

 

1. Bringing Baby to the Biergarten

Many Millennials are children of helicopter parents who know what it’s like to be doted on from birth. Boomers tended to structure their own families so that their Millennial children were the focus, and gained a reputation for letting their lives and decisions revolve around the kids. And though they appreciate the attention…

 
 
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Millennial News Feed

Quote of the Day: “I think one of the coolest devices is actually the film camera because it kind of brings you back to another time. There's also a different kind of quality to the film camera.” -Female, 21, TN

Millennials covet discovering something new, and Atlas Obscura, a travel and discovery media company, is keeping that in mind as they target those members of the generation with an “insatiable curiosity and adventurous spirit.” The site’s more niche, obscure, yet intriguing content, like “Touring the Tombs” and “Nine Amazing Takes on Treehouses,” sets it apart from other Millennial-focused publishing platforms. With $2 million in funding, it now plans to expand from user-generated travel topics to areas like food and history. The company’s popular real-life events also make it more appealing to younger consumers, who are looking for something unique to do in the offline world. (DigidayAtlas Obscura)

America’s sweet tooth isn’t as big as it used to be, and younger diners are even less likely to indulge in desserts. A recent report found that only 12% of dinners eaten at home include a dessert, which is down from 15% 10 years ago, and only 9% of 18-34-year-olds are eating dessert with dinner, compared to 19% of those 55 and up. More healthful eating could be hampering dessert’s position at the dinner table, and a December 2014 Ypulse monthly survey found that 49% of Millennials consider nutritional information when grocery shopping. (USA Today)

To effectively sell kids’ products and content, understanding the new generation of parents is essential, and Millennials are becoming the influential parenting majority. A “Proprietary Survey of Moms” states that Millennial parents and their children are accustomed to being “hyper connected, with on demand content available with the ‘swipe’ of a finger and a mobile device.” This generation of families also seems to love products that have a link to the content they watch. It’s estimated that between 25% and 50% of toy purchases in the U.S. are now related to entertainment franchises, and 90% of moms say they bought a toy linked to one of the big movies of 2014: Frozen, Lego, Marvel, Transformers. (Quartz)

As young consumers shift the dining industry with their unique expectations, tastes, and increasing spending power, major food brands are doing everything they can think of to appeal to them—and some might not quite hit the mark. A collection of marketing and rebranding strategies that chains and brands have employed to lure Millennial customers includes redesigning to become “a chill place to be chill at,” changing to pouch packaging, calling food “artisanal,” and embracing selfie campaigns. Adding kale and, of course, sriracha everything to menu items have been common tactics to attract them as well. (Eater)

While kids of all ages are watching TV, the way they watch shifts significantly over time. Nielsen’s Total Audience Report 2015 reveals that the number of hours spent watching TV in an average week decreases as young viewers get older. The youngest viewing age group also watches far more content on their computers, with 2-11-year-olds watching almost five hours of content via computer and 18-to-24-year-olds spending 19 minutes of their average weekly viewing time the same way. However, general “web surfing” on a desktop increases as young consumers go from pre-school to high school. (Adweek)

We give you a dose of Millennial insight on a daily basis, but every quarter, we zoom our lens out to look at some of the larger trends happening within the generation—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, an in-the-know guide to Millennials that synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" of big trends and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

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