Have you met the millennial mom? Tech savvy, social and focused on quality, she's a power consumer and she knows what she wants. Understand and connect with this critical consumer segment with essential takeaways on preferences and purchasing habits courtesy of the (add)ventures insights + content teams.

1. millennial
moms
connecting through better brand content

2. Today’s millennial supermoms are also
power consumers. Winning over their
hearts and minds begins with a strong
brand story and a sound strategy.
Here are some key insights to help
you understand and connect with this
critical segment.

3. She’s
connected
and
creative.

4. Millennial moms are among the top
consumers and sharers of visual
media on Instagram and Pinterest.
They’re exposed to a constant
stream of creative ideas, inspiration
and innovation.
have even tried selling
handmade goods online39%
Source: http://elitedaily.com/life/culture/define-millennial-mom/1101368/

5. tip
Give them beautiful creative
and bite-sized content that is
share-worthy.

6. She’s
persnickety
about
quality.

7. When it comes to her child,
millennial moms want the very best.
Millennial moms report that ‘Safety’
and ‘Value’ are the top decision
drivers when evaluating brands.
Source: 2015_State_of_Modern_Motherhood_Report1.pdf

8. tip
Match the production quality
of your content to the product
or service quality you want to
portray.

9. She keeps
it real.

10. Millennial moms value transparency
and authenticity, and have a keen
sense for spotting fakers.
of millennial moms pay more
attention to ads that feature
imagery of real moms.
57%
Source: True-Stories-of-the-Modern-Family_Go-to-Market_report-highlights.pdf

11. tip
Use lifestyle imagery and
keep it authentic to resonate
with her reality.

12. She buys
brands
that share
her values.

13. Millennials are debunking stereotypes
and redefining the modern family
(think single parents, LGBTQ parents
and stay-at-home dads).
Source: True-Stories-of-the-Modern-Family_Go-to-Market_report-highlights.pdf
millennial parents are more likely
to purchase a product if the brand
features diverse family types.
41%

14. tip
Focus on your brand’s higher
purpose to build loyalty based on
values, not features.

15. Social is
good…

16. Use of YouTube by moms is growing
from generation to generation. It’s
now the second most popular social
platform and the #1 video platform for
this segment.
of millennial moms use YouTube
weekly, a 15% increase over Gen
X moms.
58%
Sources: BabyCenter_2014_Millennial_Mom_Report.pdf, http://www.reelseo.com/moms-youtube-video/
1in5 online video viewers are moms

17. …but
multi-
platform
is better.

18. Millennial moms are extraordinary
researchers, relying heavily on
reviews before and during the
purchase process.
reference Amazon reviews68%
Source: 2015_State_of_Modern_Motherhood_Report1.pdf
reference other retailers’ reviews63%
reference third-party reviews52%

19. tip
Implement a diversified
strategy including channel
partner engagement and online
reputation management.

20. strategy+creative
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