I’m a Millennial. I have two kids. So I was intrigued by the title of Adweek’s recent article, which read: “Millennials With Kids are Not as Coddled and Image-Conscious as You Think.”
Um … thanks?
Adweek went on to share some interesting statistics from a new report by Barkley titled “Millennials as New Parents.” The report revealed that while most studies portray Millennials as spoiled brats who were completely brainwashed and ruined by Mr. Rogers Neighborhood (I mean, come on), Millennials are growing up and settling into brands that have more than just pretty advertising campaigns.
The study found:
- Price and practicality trump style for new parents
- Millennial parents are influenced by food trends, especially the “local food” and organic movements
- Online resources have a huge influence on parenting
- They don’t put a premium on brand names or designer labels
(See the full infographic below.)
Some of the study’s findings may seem obvious (I mean, I personally don’t know any new moms using Hermes scarves as burp cloths), but they reinforce the fact that brands who are trying to reach the coveted Millennial market must up their storytelling games.
In order to connect with these budget-savvy, environmentally aware Millennial parents, brand should:
- Focus on creating a strong online presence that not only tells their brand stories in unique ways, but also makes it easy for Millennial parents to share the information and make purchasing decisions.
- Demonstrate the ways in which they do good, and reinforce why Millennial parents should become brand advocates.
- Provide reliable, relevant and current information that gives Millennial parents confidence that the brand is both looking out for the best interests of its customers and is a leader in its market space.
Beyond labels, beyond price, Millennial parents are looking for brands that provide consistent experiences and trusted products, so that they can turn to these brands as a longterm resource, without worry.
Click on the infographic below for a full view of all the stats, and let us know your thoughts in the comments below.
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