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: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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