millennial moms: the modern family
DESCRIPTION
Millennial Moms conceptualize their families as more of a team that works together than a sky full of aircraft to be directed. This presentation will include insights into the roles of different family members, what is shifting in today's families and examples of marketers that are tapping into this theme.TRANSCRIPT
MILLENNIAL MOMS
MILLENNIAL MOMS
PARENTHOOD
Strottman Intl conducted a national study to discover:
J
MILLENNIAL MOMS
MODERN FAMILY
In this presentation we will dig into “Team Family”, and taking a step further to understand…
MODERN FAMILY
—Spencer Thompson, Institute for Public Policy Research, “The post-nuclear age,” The Economist, March 2013
MARRIED WITH CHILDREN,
DOWN FROM 40% IN 1970
Source: US Census, 2012
OTHER FAMILY,
UP FROM 10% IN 1970
The United States family population is made up of:
For the first time in the general population, married couples have become the minority.
The trend is showing a major
shift in the
.
So, to understand the shift
of the family unit, we need to
look at the .
Source: US Census, 2012
Women are becoming equal breadwinners, therefore the roles of each parent is starting to balance out.
Her ideal isn’t to be in
control. It’s for everyone
to work together.
He is a deeply involved, hands-
on player and honored to wear
his dad badge.
Millennials are changing what
families value and are rapidly
evolving what it means to be
family.
Decision making is
more democratic.
Highly values and
invests in interactivity
and emotional
connections with family.
MOM
NEW MOMS
WORK FULLTIME
Source: Roper Reports Worldwide, 2014; CDC, 2012
CHILDREN BORN TO
SINGLE MOTHERS
NEW MOMS
WORK FULLTIME
Source: Roper Reports Worldwide, 2014; CDC, 2012; Working Mother Research Institute, 2014
CHILDREN BORN TO
SINGLE MOTHERS
MILLENNIALS SATISFIED
WITH CHOICE TO
WORK OR STAY HOME
Mom
as
COO
The “Gen X” moms have often been referred to as the “COO” of their family—the seemingly omniscient family planner who directed spouse and kids like an air traffic controller—she told them what to do and they did it.
Family
as
Team
But today’s Millennial Moms, regardless of working status, conceptualize their families as more of a team that works together than a sky full of aircraft to be directed.
Millennial Mom: Gen X Mom:
Millennial moms’ stress is decreased when everyone is participating in decisions, whereas Gen X moms stress is increased when she’s not in control.
No More “ ”
What moms saw as “nagging” in previous generations is now often seen as a window into her child’s mind. This cohort of moms considers her child’s opinions to be as important as her own in many circumstances. Instead of imposing her ideas, she
prefers to engage in a dialogue.
MILLENNIAL MOMS’
ideal isn’t to be in
control. It’s for
everyone to .
POSITION MILLENNIAL
MOMS AS PART OF THE
TEAM, NOT CAPTAIN
OF IT.
Examples Valspar Reserve Paint
https://www.youtube.com/watch?v=kHw0-QaGYVs
Examples IKEA – First :59
DAD
Redefining
themselves
Redefining
families
If mom has renegotiated her role and shifted as a result, then she requires her partner to do the same.
Men agree “men and women don’t
need to conform to traditional roles
and behaviors anymore”
Source: JWT “The State of Men”, 2013
Say their parenting
style differs from
their parent’s
Source: YouthBeat, 2010
Source: YouthBeat, 2010
Finding a way to
spend more time
with my children
Hardest thing about
being a parent?
Finding time to take
care of myself
Source: YouthBeat, 2010
Believe being a
good parent is one
of the most
important things in
life.
Would stay at
home full-time with
their family if they
could afford it.
Wish they could
change their work
schedule too better
accommodate their
family.
Source: Pew 2012; JWT, 2013
71%: children under 6 who ate dinner with their father every day
53%: children under 6 who ate
breakfast with their dad every
day
36%: children younger than 6 who had 15 or more outings with their father in the last month Source: YouthBeat “Father's Day Statistics”, 2011; US Census, 2009
6: average times dads read to their children ages 3 to 5 in the past week
Dads spending time with dads can be the no-kids poker night, BUT it can also be the playdates and bonding time at home.
The MILLENNIAL DAD
is a ,
player and honored
to wear his dad badge.
DON’T DEPICT DAD AS
THE HANDS-OFF,
INFERIOR PARENT.
AND SHOULD BE
ENGAGED.
Claiming that dad is influential and should be
engaged is a very broad statement, so…
Examples
Huggies – Dad Test
http://vimeo.com/49980480
Examples
Dove – Dad+Care https://www.youtube.com/watch?v=7Jpb2_YdxYM
Examples
Clorox – Dads https://www.youtube.com/watch?v=7Jpb2_YdxYM
Examples
Wasa – Stay Fit the Swedish Way https://www.youtube.com/watch?v=z1fEV3-4_bY
Examples
Cheerios – How to Dad https://www.youtube.com/watch?v=6GYxH2-WeZY
SHIFTING FAMILY
The trend is showing a major
shift in the
.
So, to understand the shift
of the family unit, we need to
look at the .
Source: US Census, 2012
Both millennial moms and dads are putting an emphasis on being present in the moment with their
children – more than any cohort, they make family the center of their life where everything else,
including career decisions, revolve around it. Even unplugging with apps designed to track the amount of time om your phone are becoming popular with
millennials.
Gen X’s favorite moments with their children is on vacation. With Millennials, it’s
.
As evidence of this sense of closeness that
Millennial parents desire, we see families
buying or renovating houses that are more
conducive to everyone being and
interacting in the same space.
Dads say they are the primary
supermarket shoppers Moms admit dads have more
influence in grocery purchases
Source: Cone Communications, 2012
Source: Coldwell Banker, 2014
Millennial parents who said most of
their major purchasing decisions
revolve around their children.
THE SHIFTING FAMILY
Millennials highly value and
invest in
with family.
Decision making is more
FACILITATE FAMILY
CONSIDER
WHEN TARGETING
MOM OR DAD
More than anything do not assume the family looks
like this, because it is becoming the minority – quickly.
Millennials are changing what families value and are
rapidly evolving what it means to be family.
Single Moms
Blended
Multigenerational
Single Dads
LBGT Parents
Grandparent Parents
Examples
Honey Maid – Not Broken https://www.youtube.com/watch?v=5X592lJ-JnM
BUT we need to point something out… This
doesn’t mean there’s an absence of traditional
families and roles.
It’s important to remember that in some ways
families, and the role of mom and dad, are the
same. Moms and dads do sometimes play
traditional roles. Moms still do a lot in the
home, dads still tend to be the breadwinner,
dads are still wrestlers and teasers and moms
tend to wipe up boo boos.
What we covered here is the shift in family
and what is shifting in each of their roles as
they play apart of the family team.
Position millennial
moms as part of the
team, not captain of it.
Don’t depict dad as the hands-
off, inferior parent. Dad is
influential and should be
engaged.
Don’t assume all families are
traditional in values and
demographics.
Consider speaking to
children when targeting
mom or dad.
Facilitate family togetherness.
Millennial moms and dads are turning to each
other and creating communities. Coupled with the
increasing squeeze on time and resources for
millennials, they are more open to and even
inviting
One of the major component of this is turning to
the – millennials’ moms and dads –
for support. Grandparents are playing a larger
role than ever before. They are stepping in as
primary care givers and even taking on daily
expenses for their grandchildren, especially in
increasingly prevalent multigenerational
households.
They are more active, engaged and involved
than previous generations.
More engaged grandparents means more influence
on both the parent’s and children’s shopping habits
and brand preferences.
THANK YOU!