Millennial Moms are moms born between 1978-1994. They make up 22% of American moms, and they are an overlooked segment, according to a recent study by Weber Shandwick and KRC Research.
42% of those surveyed said they do not feel that marketing is geared to women like them – millennials. So how do brands and marketers target this demographic and gain a share of their wallet? What are these moms looking for when shopping for their kids?
In Holly Pavlika’s MediaPost article, “Getting Your Share of the Millennial Mom Wallet”, she discusses how this highly connected, engaged and social group researches, finds and buys new products.
Millennial Moms are different than other moms. Marketers have a great opportunity to target this group, but should keep in mind what’s important to these moms. Here are a few things they consider while deciding between brands:
Natural ingredients, impact on the environment and sustainability
The brand’s sense of purpose: show that the experience with the brand is designed with mom in mind
The cool factor: cool design versus cool functions