Roughly one in five moms is a millennial, making up a total of 1.5 million new mothers in the last year.
Social, tech savvy, and influential, these young moms (who were born between 1978 and 1994) often serve as the linchpin for their families, as many are the main decision makers in their households. Yet a whopping 42 percent feel marketing is not suited toward women like them.
Once brands properly grasp what a millennial is, the next step is to understand this generation as parents. This new cohort of moms demands a new kind of marketing.
In the Shoes of Millennial Moms
Millennial mothers are experiencing motherhood from a different perspective than moms in previous generations.
- More likely to be single: They’re twice as likely to have no spouse or significant other compared to older moms (whether by choice or circumstance), according to a Weber Shandwick study.
- Breadwinners: Roughly one-third say they’re the breadwinner of the family, meaning they top older moms (one-fourth) as the major financial contributor in the household, the same study reports.
- Racially diverse: About 50 percent of babies born in the U.S. today are non-white, according to Census Bureau population estimates. They are the most racially diverse families in U.S. history!
With an estimated $2 trillion in global buying power, millennial parents are gradually reshaping the demographic landscape, and with that comes a restructuring of how brands must market to them. Seven out of 10 millennial moms consider themselves the primary decision makers of the family, and many of these women direct their family’s finances. This combination constitutes a powerful opportunity for brands that cannot be ignored.
Connected and Influential
It’s no surprise millennial moms spend more time on social media than older moms. Many have already developed a steady diet of YouTube, Snapchat, Facebook, Pinterest, Instagram, and Twitter before having children and are now continuing these habits into parenthood. Millennial mothers are highly connected, spending an average of 17 hours a week on social media platforms — four more hours than the average mom spends on social networks, according to a Weber Shandwick study.
So where can you find them?
Facebook remains the prominent platform. Three out of four online parents use Facebook, and it’s more popular among mothers than fathers (81% of moms and 66% of dads), according to a Pew Research Center study. Since Facebook serves as a wellspring of personal information — age, relationship status, interests, posts, search queries, likes and comments all form a well-rounded profile — brands can accurately target users to drive conversion rates among millennial moms.
Pinterest is another hot commodity. Despite “Pinterest stress” being a real phenomenon (when mothers feel inadequate compared to bloggers whose perfected content cover boards), 65 percent of millennial moms use Pinterest regularly. For them, it’s a reliable source to brainstorm shopping ideas, new cooking recipes, or clothes for their little ones.
It’s no surprise then that these sites help inform purchasing decisions, small and large. Considering that 80 percent of millennial parents shop online for their families at least a few times every month, brands must make a concerted effort to devise unique marketing strategies that speak to this new demographic.
Don’t be mistaken, social media isn’t just something millennials consume out of boredom. Many turn to social networks as an effective source for parenting tips. According to a 2016 Crowdtap study, millennial moms are twice as likely to turn to the Internet for advice rather than family, friends, or relatives.
Millennial Moms Love to Share
Great news for brands: A staggering 90 percent of millennial mothers tell their friends about clothing, shoes and accessories every month, while 91 percent talk about retail stores.
(Data from Weber Shandwick)
Tailoring to the Modern Mom
As millennials enter parenthood, brands must re-imagine their strategies to engage young moms across industries.
These modern mothers are extremely influential, both online and peer-to-peer. The mass migration to the suburbs still lies in the not-so-distant future but for now, millennials are the hip, social parents until their kids are old enough to tell them otherwise.
Struggling to engage millennial moms? Contact Trending Family today!