Millennial Parents Count On These Time-Saving Services

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Time-poor Millennial parents are looking for convenient ways to streamline their lives. Here are the time-saving services they’re using more than their non-parent peers...

Wanting everything where and when they want it is a well-known characteristic of Millennials. They are a generation increasingly short on patience, which is one of the reasons that the on-demand economy has taken off the way it has in recent years with ever more meal kits, subscription boxes, and ride-hailing apps. This fast-growing economy of convenience often targets young consumers who consider time a luxury and are looking for ways to cut out steps to streamline their lives so they can gain more time to do what they actually want. In fact, seven in ten 13-35-year-olds agree with the statement, “I get very frustrated by things that waste my time.” And though brands in this market tend to target young consumers for whom ordering paper towels on Amazon and getting takeout delivered to their doors may be in the service of binge-watching their favorite shows, this growing economy is being driven in part by a less visible demographic than your typical impatient 13-35-year-old: Millennial parents.

If you think about it, this shouldn’t come as a surprise. Being a parent today is even harder than it was in the past in some ways. Though Pew Research has found that more women are staying home with their kids now than in 1999—the lowest point for stay-at-home moms in history—many Millennials still face the dilemma of needing two incomes to raise a family amid rising housing costs, student debt, and low salaries—not to mention young women’s drive to have a career. And if the rise of the on-demand economy is all in the service of saving time, there’s no one more in need of extra hours in their days than working parents.



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Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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