90% of New Moms Are Millennials
While news stories occasionally profile older mothers, the truth is that 90% of new moms in the U.S. today are Millennials. Their average age is 26 and, true to their demographic, they are absolutely passionate about the “cause” of parenting. In fact, they regard the work of mothering as the most important thing that they are doing in their lives right now.
CPG companies and retailers who target Millennials need to keep the parenting segment in mind: Don’t assume that all Millennials are single hipsters who are primarily interested in artisanal spirits and modular furniture. Plenty of them are in the market for cribs, diapers, and organic baby food.
Parenting as a Team Sport
While the passion displayed by these Millennial mothers may seem incredibly focused, they are also committed to co-parenting with their spouses. Parenting is a team activity for this demographic, and both parents are deeply involved in raising their children. This includes making decisions together about education, healthcare, and consumer products used in the household.
How to Connect with Millennial Moms and Dads
In a recent episode of “Focus on Suppliers,” Jessica Hendrix of Saatchi & Saatchi X emphasized the importance of connecting with this parenting demographic:
“It’s important that we motivate both mom and dad, and really connect with them when they’re in the retail environment or online. We’ve got to facilitate that purchase by giving them easy pickup options or in-store choices that are going to get them to their purchases faster. The Millennial mother loves being a mom and considers herself educated. So being more authentic with your brand voice is also important. “
It’s also a good idea to remember that this educated demographic wants solid facts when making decisions about baby products. Providing information online and on packaging regarding the safety and integrity of a product is important for companies that want to develop trust and even a cadre of mavens among Millennial moms.