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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The Newsfeed

Quote of the Day: “Being famous is overrated. I would be more happy [sic] being locally known for the good I do in the world in a popular way but not for the wrong reasons.”—Female, 16, UT

Minecraft is being used to get kids interested in reading actual, real books. Litcraft recreates the world of a book as an interactive Minecraft map, adding “educational tasks” throughout. Treasure Island was the first completed world, followed by Kensuke's Kingdom, while The Lord of the Flies and Dante’s Inferno are in the works. Trials at U.K. schools are being met with “an enthusiastic response,” so Litcraft is eyeing a larger rollout. (The Guardian)

Nordstrom is stocking up on Instafamous brands like Allbirds, Everlane, and Reformation. The company announced that “strategic” brands account for about 40% of their current revenue and that’s expected to rise. While they benefit from indie brands’ popularity with young consumers, the direct-to-consumer brands are getting an expanded physical footprint, too. In the case of Reformation, Nordstrom explains that they “can bring sustainable fashion to a new (and much bigger) group of customers and closets.” (Business Insider)

A baseball team struck out with their “Millennial Night” promotion, putting Twitter in an uproar. We’ve warned brands that making fun of Millennials is not the way to get earn their spending power, and minor league baseball’s Montgomery Biscuits learned the lesson first-hand. Their “Millennial Night” offered participation ribbons, selfie stations, napping areas, and “lots of avocados,” while playing into stereotypes about Millennials being lazy. A Biscuits exec explains that “Something got lost in the sarcasm,” but instead of offering an apology, they doubled down with another cutting tweet. (AdweekInc.)

Nearly half of Millennials think that “their credit scores are holding them back.” OppLoans found that 27% of 18-34-year-olds haven’t been approved for a new car because of their credit while 25% have been declined for an apartment or house. Debt, a top financial concern for Millennials, is partly to blame: 15% said that their debt “is unmanageable.” Education could help dig them out of the hole, as 24% feel they’ve never learned how to build good credit. (Moneyish)

Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

Quote of the Day: “[American Eagle Outfitters’] clothes are generally what I wear and are my style. They're comfortable and affordable. They do not do a great deal of vanity sizing and offer something for guys and girls of every size.”—Female, 23, GA

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