millennial parents - everything you need to know
TRANSCRIPT
MEET THE MILLENNIALS
ALL THE INFORMATION YOU NEED
A lot has been written about Millennial parents, theirdifference to the previous generation (X) and theemergence of Dad in a more involved parenting role.
So much in fact that we have spent many hours siftingthrough the reports.
So, we thought we’d deliver the most insightful, credibleand provocative reports to you, in one neat package.
Meet the Millennials, in 12 stat-packed pages.
SARAH BARRETT MANAGING EDITOR OF BABYCENTER
“There is competitivenessover first milestones fromfirst words to when theirchildren count to 10 –and it extends to thebest brand of buggyand the size and designof their children'sfootwear. Uploadingimages of baby clothing,post-pregnancy figuresand photogenic familiesfosters a culture ofcompetitiveness.”
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 upeverything they had accumulated in a cloud of credit, and, ina fairly blasé way, bankrupt the planet financially, morally andecologically.
The millennial has seen what it meansto 'have everything' and to 'loseeverything.” 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 aged18-32 spend aroundeight hours a day onlineand 44% are influencedby their social networkto make a purchase.Babycentre, 2015
66% have visited aretailer’s store in personas a result of a retailer’ssocial 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 THESOLE DECISION MAKER FOR ALL TYPES OF PURCHASESEXCEPT 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’shard to meettheir ownexpectationsat work andat 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 Millennialmen are information hungryand always online (so) whenthey become dads, theywant to know how todecorate a nursery, how towear a baby. Brands need tohelp these dads feel likethey’re doing a good job ofparenting, supporting them intheir desire to do-it-all.Companies who do this wellwill not only earn dad’sengagement and loyalty;they stand a good chance ofearning 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?
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=eNews%20Bulletin&utm_source=20151018&utm_content=