Don’t Forget About Dad: Millennial Parents on Marketing

New Parents On the Block: This is the third in a series of articles looking at Millennial parents’ behavior, growing influence, and marketing preferences.

As Millennials become the majority of parents, their ideal is to share the childcare load, and they expect marketing tropes to change with them. We surveyed the new generation of parents and found out how they feel about ads that include dad, and the brands that forget them.

When we first wrote about how Millennial parents could change families, we told you that parenting as partners will be vital to this generation of parents, and that while in the past moms have received the bulk of attention from brands, now more than ever dads being included in that messaging will matter. As more have started families in the last few years, it’s become even more clear that for them it’s not just about Millennial moms, but about Millennial parents.

This month, we surveyed the new generation of parents to find out their feelings on family advertising, and what they think about ads that include dad and those that forget about him. 52% of Millennial parents told us that ads they see are made for mothers more than fathers, and 83% say they think advertising for parents should appeal to both mothers and fathers equally. There is clearly a demand for more brands to recognize that mom is not carrying the childcare load solo. Amazon is currently learning that lesson, as an online movement in the U.S. puts pressure on the site to rename its “Amazon Mom” service to “Amazon Family.” A petition championed by a dad blogger emphasizes that moms and dads are equal parents that share responsibilities, and points out that the same service is called Amazon Family in many other countries. The push has taken to Twitter and the hashtag #AmazonFamilyUS is being used…

 
 

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The Newsfeed

Quote of the Day: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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