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MEET THE MILLENNIALS
ALL THE INFORMATION YOU NEED
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.
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
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
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
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
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
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
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
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…
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)
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
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
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
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.
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
SOURCES
http://www.babycentresolutions.co.uk/docs/BabyCentre_2015_UK_Dads_Report_UK.
pdf
http://www.nursery-online.com/newsview.php?id=11608#11611
http://www.marketingmagazine.co.uk/article/1370716/future-average-why-
millennials-gen-z-striving-
unique?bulletin=sundaysupplement&utm_medium=EMAIL&utm_campaign=eNews%
20Bulletin&utm_source=20151108&utm_content=
http://wallblog.co.uk/2015/09/28/infographic-42-consumers-prefer-to-shop-at-
retailers-that-connect-on-social/
http://www.marketingmagazine.co.uk/article/1368209/its-time-marketers-stopped-
patronising-
millennials?bulletin=sundaysupplement&utm_medium=EMAIL&utm_campaign=eNe
ws%20Bulletin&utm_source=20151018&utm_content=

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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