Ypulse Mashup: How Millennial Parents Will Change Families

On June 27th, we’re dedicating our Ypulse Mashup event to Reassessing Millennials. It’s time to stop looking at Millennials as one massive group and pre-prescribing characteristics and misconceptions to all 80 million members. We’re digging into who they really are and the different personalities that exist within the generation by unveiling our first-ever segmentation of the generation. We’re also examining not only how they are changing as they begin to tackle adult milestones, but how they are changing the definition of the milestones themselves.

 The oldest edge of Millennials have entered their 30s, and 4% of Millennials are already parents. That’s over 3 million Millennial parents in the U.S. and growing. Though the generation as a whole has delayed parenthood, 70% of Millennials who aren’t yet parents say that they want kids, and 26% of them want kids within the next five years. That’s a huge wave of Millennials who are going to become parents in the relatively near future, and they’re approaching parenthood with their own expectations. Just as they have begun navigating adulthood by picking and choosing the things that work for them, we’re seeing that these influential and unique consumers are already attempting to tackle parenthood in their own way, and negotiate traditional parenting structures on their own terms. Here are just a few of the ways Millennials could reassess parenthood, and shift family culture:

 

1. Bringing Baby to the Biergarten

Many Millennials are children of helicopter parents who know what it’s like to be doted on from birth. Boomers tended to structure their own families so that their Millennial children were the focus, and gained a reputation for letting their lives and decisions revolve around the kids. And though they appreciate the attention…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day:  “Young and Hungry are short 30 minute shows, so I can watch it on my lunch breaks at work. I like the humor and the characters. The story line is easy to follow. It's an easy show to binge watch.”—Female, 20, WS

Following Gatorade’s lead, Under Armour has added their own sponsored game to Snapchat. By swiping up on the brand’s 10-second ad, users can play “It Comes From Below,” an “endless runner” game featuring NFL star Cam Newton dodging obstacles like trees and wolves. The game also allows players to snap and send their scores to friends, along with a prompt to play themselves. Under Armour hopes to reach the 14-22-year-old high school and college athletes using the platform. (Adweek)

Coach is scrapping its mobile app to focus on chat instead. Deeming the app “no longer viable,” the luxury brand is shifting from convincing young consumers to come to their platform to going to where they already are, as part of their “ongoing comeback plan.” The new interactive Coachmoji iMessage keyboard can be used to create sharable mood boards depicting themes from their Spring 2017 collection. In the two weeks since the keyboard’s launch, daily engagement has reportedly already surpassed their former app. (Glossy)

The Obama administration is trying new and aggressive approaches to get young adults to sign up for health insurance. Less than 30% of the 13 million people who have signed up for coverage under the Affordable Care Act so far have been 18-34-year-olds—a group critical to the law’s success. To reach uninsured under-35-year-olds, the administration plans to advertise on video platform Twitch, and social networks like Facebook, Snapchat, and Tumblr. The campaign will revolve around the hashtag #HeavyAdulting and focus on medical issues most relevant to the group, like reproductive health. (The Wall Street Journal)

Family-friendly brands are creating content for Mattel’s updated View-Master toy. The Littlstar Family app—which can be uploaded on to an Apple or Android and then used along with Mattel’s virtual reality and 360-degree capable View-Master—will feature an extensive library of content from National Geographic, Disney, Bento Box Entertainment and Discovery Channel. Focused on immersive, Mattel also plans to launch a VR Batman experience for the toy this fall(Kidscreen

General Motors is going after experience-hungry young consumers who would rather share a car than own one. Their new start-up brand Maven offers a car sharing service that can paid for by the hour or day (no membership fee) and will be “rolling out city-by-city.” To market the new service, the brand sought out “local experts and connoisseurs” to tell stories that will “bring new cities to life.” An additional Maven service that will offer rides to airports will also be launched soon. (Ad Age)  

Quote of the Day: "My favorite show is New Girl  because it makes me feel like I'm hanging out with my friends. It's so funny, relatable, and relaxed. It's also convenient to watch for free on the Fox website.”—Female, 20, IL

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies