A Third of Millennial Parents Have Done This Because of Social Media

The new generation of parents is bringing their social media influences to raising families—and it’s creating a new wave of parenting trends…

Millennials are the first generation to grow up with social media—and they’re the first generation to parent under its influence. As we explored in our recent New Parents on the Block trend, this generation is changing what families look like, how they function, and how kids are raised—and social media is creating new pressures, debates, and fueling new trends. In fact, Millennial parents might be even more impacted by social media than their non-parent peers.

When we ask young consumers about their social media behavior, Millennial parents report spending more time each day on social media than non-parents: four hours on average, compared to non-parents’ three. They’re also more likely to say that they’re addicted to social media than non-parent peers—but they might not see that as a bad thing. They’re more likely than non-parents to think that social media has a more positive impact on the world than negative. Over three quarters say that getting parenting advice online helps them to solve their problems. Of course, it’s not all rosy: the majority say that they worry about how social media use will impact their kids, and 77% say that social media encourages parents to one-up each other.

But overall, as parents, they’re spending a lot of time on social and relying on it to guide their decisions, with one in five following a hashtag or individual on social media to get parenting tips or advice. These days, public displays of parenting seem to happen on social feeds first, with posts of sonograms and staged pregnancy announcements feeling commonplace. From then on, kids’ photos are posted with regularity, and Instagrammable family shots and…


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The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “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.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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