Millennial parents - everything you need to know
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A lot has been written about Millennial parents, their difference to the previous generation (X) and the emergence of Dad in a more involved parenting role. So much in fact that we have spent many hours sifting through the reports. So, we thought we’d deliver the most insightful, credible and provocative reports to you, in one neat package. Meet the Millennials, in 12 stat-packed pages.
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Millennial parents - everything you need to know
- 1. MEET THE MILLENNIALS ALL THE INFORMATION YOU NEED
- 2. A lot has been written about Millennial parents, their difference to the previous generation (X) and the emergence of Dad in a more involved parenting role. So much in fact that we have spent many hours sifting through the reports. So, we thought we’d deliver the most insightful, credible and provocative reports to you, in one neat package. Meet the Millennials, in 12 stat-packed pages.
- 3. SARAH BARRETT MANAGING EDITOR OF BABYCENTER “There is competitiveness over first milestones from first words to when their children count to 10 – and it extends to the best brand of buggy and the size and design of their children's footwear. Uploading images of baby clothing, post-pregnancy figures and photogenic families fosters a culture of competitiveness.” Image source PeopleImages | iStock | Getty Images Plus / cnbc.com
- 4. MIDDLE CLASS MILLENNIAL PARENTS 23% of the UK population. Born between 1980 and late 90s. 83% of new mums are Millennials. Image source: Getty Images / Taxi
- 5. Image source: Babble.com GEN Y “The generation that watched their parents and elders blow up everything they had accumulated in a cloud of credit, and, in a fairly blasé way, bankrupt the planet financially, morally and ecologically. The millennial has seen what it means to 'have everything' and to 'lose everything.” Marketing 2015
- 6. A ‘RENTER GENERATION’ WHICH IS LESS MATERIALISTIC Marked by their optimism with faith in progress, equality and Google. Time magazine 2015 Image source: Getty images Value individuality, self-expression and sustainability, over wealth and favour access not ownership. Goldman Sachs 2015 Image source: Ypulse.com
- 7. THEY CRAVE COLLABORATION AND UNIQUENESS AND SHUN THE MASSES Time, honesty, authenticity, wellness, individuality are scarce. Image source: Getty images A luxury is something that demonstrates their own uniqueness, their experiences, their ideas, their story. Tracey Follows, professional futurist, AnyDayNow 2015
- 8. CONNECTION IS INSTINCTIVE Image source: collectivebias.com 75% of mothers aged 18-32 spend around eight hours a day online and 44% are influenced by their social network to make a purchase. Babycentre, 2015 66% have visited a retailer’s store in person as a result of a retailer’s social media post. Wallblog: The Market Creative 2015 When a brand responds on Twitter, 43% encourage friends and family to buy from that brand. Wallblog: The Market Creative 2015
- 9. IDENTITY More likely to connect with brands that reflect the reality of parenthood. Saatchi & Saatchi Actively seek connections that reaffirm their youth and cultural relevance. WGSN Image source: shutterstock.com 74% of mothers say they are not perfect, nor are they trying to be. Pew Research 2010 52% believe being a good parent is ‘one of the most important things’ in life. Pew Research 2010
- 10. MUMS ARE STILL MORE LIKELY THAN DADS TO BE THE SOLE DECISION MAKER FOR ALL TYPES OF PURCHASES EXCEPT ELECTRONICS AND FINANCIAL SERVICES. BABYCENTRE 2015 Source: Google images Image source: babytact.com But ignore dad at your peril…
- 11. DADS – AVERAGE AGE 32.6 Active advocates of co-parenting and shared responsibilities. Stay-at-home dads are more engaged and equipped than ever before to contribute to a family's emotional, as well as financial, need. WGSN Image source: ypulse.com Dads spend 50% more time with their kids online, are 50% more likely to take the kids to movies, the theatre, sporting events or concerts. Yahoo (2012)
- 12. 91% OF DADS FEEL UNDER PRESSURE TO BE ‘PERFECT’ Image source: theselfstyledlife.wordpress.com / Instagram Work-life balance challenges and attempting to ‘have it all’ leads dads to feel under pressure. 45% say it’s hard to meet their own expectations at work and at home. Babycentre 2015
- 13. DADS HAVE COMPLETE OR PARTIAL RESPONSIBILITY FOR… Source: Getty Imagges / thefailybeast.com Image source: ypulse.com 55% more likely than previous generation to do household shop. 31% bedtime. 28% bath time. 20% healthcare. 52% take equal responsibility for what their baby will wear. 25% are their child’s primary care giver. Babycentre 2015
- 14. JULIE MICHAELSON, HEAD OF GLOBAL SALES, BABYCENTRE “Everyone knows Millennial men are information hungry and always online (so) when they become dads, they want to know how to decorate a nursery, how to wear a baby. Brands need to help these dads feel like they’re doing a good job of parenting, supporting them in their desire to do-it-all. Companies who do this well will not only earn dad’s engagement and loyalty; they stand a good chance of earning mum’s respect, too.” Image source: blog.hreonline.com
- 15. VISTA’S KEY PRINCIPLES FOR COMMUNICATING TO MILLENNIAL PARENTS Don’t patronise, involve. Devise content that will genuinely make their lives easier. Enable them to celebrate their parent status. Don’t interrupt and only sell to them 20% of the time. Excite them about a brand’s principles, vision and mission.
- 16. CAN VISTA HELP YOU BETTER CONNECT TO TODAY’S PARENT? jpd@thevistavillage.com 01295 369 182 @VistaMums VistaPR Vista_pr Vista Public Relations www.thevistavillage.com