10 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are honest about how hard it is to be a parent and, according to Adweek, 51% of parents believe advertisers have an outdated view of motherhood and don’t understand them.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:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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