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Marketing to millennial moms

June 9 2015

Sara Frey

Many executives think of millennials as one big, homogeneous group. They speak about 18-34 year olds in broad terms and generalize their behaviors. But this generation of 80 million is full of segments worth getting to know. And one of the largest is millennial moms.

With a considerable amount of purchasing power, millennial moms are worth every marketer’s attention.

Millennial moms are a valuable segment of the market. And what’s more, they’re an important influence in our society. They’re changing the way brands do business, and the data about them may surprise you.
In order to effectively market to millennial moms, we must go beyond the stereotypes to learn how and why they’re different. Only with understanding can we reach them effectively. So who are millennial moms? And what do they care about?

FIRST, A LITTLE BACKGROUND:

  • 46% of millennial women are moms. That’s 16,223,210 women!1
  • 83% of new moms are millennials2
  • The average age of a first time mom is 253

That age hasn’t changed too drastically since 1970 when the average age was 21,1 but the way today’s moms live their lives has certainly changed.

LIFE AT HOME

Research shows that the family unit is becoming more diverse.

  • The median age women first marry is 273
  • 41% of babies were born to single women in 20113
  • Half of all newborns are non-white4
  • 15% of all marriages are interracial3

What does that mean for these women, and the brands trying to attract their attention? Millennial moms are accepting – and expecting – to see nontraditional families in advertising. It’s normal, not unique. It reflects the world they’ve grown up in and it’s evolving every day.

ONLINE SUPPORT SYSTEM

With 52% of millennial moms saying extended family is less likely to live nearby,2 support systems have grown to include peers and experts who understand their position in life. As digital natives, millennials are used to connecting with friends, family, and strangers through technology. When they have children, they seek to extend their support system to include peers dealing with the same challenges.

“Mommy and Me” classes still exist, but they’ve given way to chat rooms, forums, and mommy blogs.

In fact, 73% of U.S. millennial moms use parenting communities for brand and product recommendations.2 Millennial moms value the opinions of other millennial moms: People they feel understand their unique perspective, communicate in the same way they do, and have the same priorities.

MILLENNIAL MOMS’ PRIORITIES

The first thing to acknowledge about millennial moms’ priorities is that first and foremost, they’re still millennials. They care about many of the same things as women in their age group who don’t have children. They’re unique individuals with stories that deserve to be told. They’re social, and they love to share. They crave adventure and experience. They just want to bring their kids along for the ride.

  • 54% of millennial travelers have kids5
  • 28% of younger millennials (those aged 18 to 24) and 14 percent of older millennials (those aged 25 to 34) said they visited restaurants less often because they are “not kid friendly”6

KIDS AFFECT PURCHASING DECISIONS

When it comes to making decisions for their family, millennial moms in the U.S. find their perspectives shifting on everything from where they vacation to what they buy.

  • 34% of millennial parents allow their kids to control the vacation decision8
  • 63% of millennial moms changed their food and beverage criteria after kids2
  • 52% of millennial moms changed their household cleaner purchase criteria2

After having kids, millennials gravitate toward natural ingredients, environmental consciousness, and safety.2 It’s a trifecta of concerns that has helped consumer goods company The Honest Company to experience exponential growth, increasing from $10 million in revenue in 2012 to a $1 billion evaluation in 2015.7

MARKETING TAKEAWAYS AND TIPS

With a deeper understanding of millennial moms, we’re better prepared to develop tactics that reach them where they are, communications that address their concerns, and a design aesthetic that appeals to their sensibilities.

Millennial moms present a lot of opportunity for companies that genuinely share the same interests and concerns.

This growing market is giving companies a reason to rethink the way they market their products and the way they make them. From a marketing standpoint, it’s important to find a way to relate to millennial moms honestly. When you do, they’ll sing your praises to other millennial moms. Present yourself in an inauthentic way and you will risk losing their trust forever.

Millennial moms are a powerful force and they’re diverse as can be. There isn’t a de facto persona anymore. Millennial moms are unique. They’re married, they’re divorced, and they’re single. They work full time and they stay at home. Some don’t own a computer and others make videos like this.
In our experience, the brands that succeed with millennial moms follow a few key strategies:

  • Avoid blatant promotion
  • Ask her to share
  • Make her the hero

Follow these tips and millennial moms will welcome you into their home. Treat them like every other millennial or every other mom and you will alienate one of the most powerful purchasing groups today.
Want to get to know them a little more deeply?
Get in touch! We’d love to share what we know.