These Are 20 of Millennial Parents’ Favorite Brands

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

What brands are Millennial parents turning to? We looked to our youth brand tracker to find out some of their favorites…

According to YPulse’s data, 39% of 25-36-year-olds are currently parents. They are parents to 50% of today’s children and more than one million Millennial women become new mothers each year, according to NRF, and our finance monitor survey indicates that they have an estimated yearly spending power of $1.3 trillion. Capturing some of that spending power can pay off long term: In our research into young consumers' brand loyalty, we found that Millennial parents are more likely to be brand loyal—85% of parents consider themselves loyal to brands compared to 76% of non-parents. 

We’ve told you where this generation of parents shops for their kids, and how brands can better appeal to them, but what brands are they feeling good about right now? YPulse’s youth brand tracker has collected over 73,000 interviews with 13-39-year-olds throughout the last year, tracking over 550 brands across a variety of variables, including what brands they’re loyal to, which they plan to buy, and what are their favorites. We dug into the data to look at the top brands for Millennial parents to see who’s winning with the new generation of families. Here are 20 of their favorites:

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

YPulse’s youth brand tracker measures young consumers’ relationships with a brand based on a weighted 6-point scale, ranging from “Never heard of this brand” to “This brand is one of my favorites.” These are the top brands that were rated “one of my favorites,” among those who are aware of the brand. The brands on this list are among the almost 300 brands included in the brand tracker as of 2/14/2019. Rankings are subject to change as more brands are added and removed. 

The chocolate and peanut butter marvel Reese’s is at the top of their ranking. Now, before we assume that Millennial parents are feeding their kids Reese’s (and Doritos, Snickers, Lay’s, etc.) daily, let’s remember that these are their favorites and also their favorites as individuals—hey, Millennial parents are people who need a Reese’s break from time to time too. That being said, it is worth noting that the favorite food and beverage brands on the list lean towards indulgent snacks and treats—this aligns with what we see for the generation as a whole. Though they’re interested in and likely making an effort to eat healthy, they still enjoy these brands and healthier food brands have a harder time appearing at the top of their overall favorites list due to lower awareness, and probably because these familiar names are deeply engrained in their positive memories—old and new.

But looking beyond the chocolate at the top of the list, the top five is jam-packed with tech/media brands, with Google, Netflix, and YouTube ranking two, three, and four respectively, and Facebook and Amazon landing in the top 10. These brands are deeply engrained in parent’s lives, as they answer their questions, entertain their children, and provide much-needed time off from the trials of raising kids. In fact, 72% of Millennial parents agree that technology helps them to be a better parent—and it’s clear in their favorite brand ranking. Oh, and Netflix and YouTube’s high placement is also likely thanks to the 74% of Millennial parents who tell us that their child watches more content on streaming services than cable.

Facebook’s position as a favorite is driven by Millennial moms, as we can see in the comparison between moms’ and dads’ favorite brands:

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

Facebook ranks as the number seven favorite brand among moms, but doesn’t crack the top 10 for dads. While our social media monitor survey shows that these two groups are equally likely to be using the platform, moms are more likely to be using it daily. They’re likely using Facebook more frequently as a place to share content about their kids, as well as a place to connect with other parents for advice. In fact, 27% of Millennial moms have joined a social media group devoted to parenting/their kids, compared to 17% of Millennial dads, according to YPulse’s parenting survey.

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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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