15 Ways Brands Can Appeal To Millennial Parents

What can brands do to better appeal to the next generation of parents? We asked them... 

Millennials are parents to 50% of today’s children and more than 1 million Millennial women become new mothers each year, according to NRF. As the generation continues to age up and gain economic footing, Millennial parents are fast-becoming a huge demographic with massive spending power. The demographic is expected to yield $1.3 trillion in buying power, which is why we’ve warned in the past to recalibrate your expectations for Millennial spending habits in anticipation of parenthood. Though they hold many of the same characteristics are their childless peers as well as parents from generations past, Millennial parents are breed all their own, which is something most say brands have failed to understand—Ypulse data has found that the demographic overwhelmingly believes that brands are “missing the mark” on what they want. Millennials are known for their desire for authenticity in marketing, and that doesn’t change with parenthood—94% of Millennial parents tell Ypulse they like when people are honest about how hard it is to be a parent and, according to Adweek, 51% of parents believe advertisers have an outdated view of motherhood and don’t understand them.

Learning to appeal to Millennials parents will serve brands particularly well, however—the demo may be the most loyal, despite their generation’s Loyalish reputation. According to the NRF, 49% of Millennial parents stay loyal to a brand even when there are more affordable options available compared to 30% from other generations, and 52% will forsake more convenient options for their brand of choice compared to 35% of other parents. To top it off, 64% of Millennial parents shop their preferred brands before even considering competitors,

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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