preparing for the gen z mom - watt global media...2019/07/12 · let’s talk moms defining...
TRANSCRIPT
Preparing for the Gen Z Mom: Insights, Retail Predications, & Opportunities
Presented by
Maria Bailey of
Let’s Talk Moms Defining Generations of Moms
Millennial vs Gen Z Moms
Mom Motivators
Meet the GenZMoms2B
Predications
Opportunities
Panel Discussion
Consider this about Gen Z Moms
She has never licked a stamp!
Dolly the cloned sheep was born the same year!
Her parents used a bazooka to capture video of her 1st birthday!
She could watch Charlie Brown specials any day of the year!
More fun facts about Gen Z Moms Wi-Fi is an entitlement
First responders have always been heroes
Hong Kong has always been a part of China
Lion King has always been on Broadway
South Park has always been a thing
Legalized therapeutic marijuana has always been available somewhere
The World Wide Web has existed since the day she was born!
Generational Classifications Boomers: 1946 - 1964
Gen X: 1965 - 1979
Millennials: 1978 - 1994
Gen Z: 1995 - 2015
Defining Generations of Mothers
Parenting Style Economy
Social Events
Technology
Education
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Millennial Moms vs Gen Z MomsMILLENNIAL MOMS GEN Z MOMS
PARENTING
• Baby Boom Mom• Confident• Trophies• Raised Futuristic Adults
• Gen X Mom• Free Range Parenting Style• Skeptical• Largest Single Mom Population• Raised Realistic Adults
TECHNOLOGY
• Introduced as Children• Socializes Online• Scrolls• Innovate• 2 Screens
• Introduced In Utero• Prefers IRL Socializing• Filters• Create• 4-5 Screens
SOCIAL EVENTS
• Columbine• Thailand Tsunami• Recession
• Student Loan Crisis• Parkland Shooting• #MeToo, #BlackLivesMatter
BRANDS• Engage• Buying Decisions: “Is it worth it?”
• Collaborate• “Should I work for it.”
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Mom Motivators
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Physically
Emotionally
Stories
Product Information
Life ExperiencesSign of
Personal Skill and Confidence
A Journey with Purpose and Experiences
Measurement of Success
Bragging w/o Boasting
NUTURERELATIONS
SHARING
DO ITBETTER,SIMPLER
RAISING HAPPY,HEALTHY ADULTS
ACCOMPLISHMENTS
Mom Motivators
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Connections
Social Obligation
My Ecosystem
Archiving
FriendlyCompetition
NUTURERELATIONS
SHARING
DO ITBETTER,SIMPLER
RAISING HAPPY,HEALTHY ADULTS
ACCOMPLISHMENTS
Mom Motivators
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• Loyalty Programs• Emails• Brand Ambassadors• Partnerships with
Like-Minded Businesses
• Referrals with Rewards
• Pass Along Coupons• Re-Posting• Pinterest Shares
• Life “Hacks”• BOGOs• Repurposing
• Nutritional Options• Fresh Convenience• Sustainability • Easy, healthy
options
• Project Ideas• Step-by-Step Videos• On Package Recipes
NUTURERELATIONS
SHARING
DO ITBETTER,SIMPLER
RAISING HAPPY,HEALTHY ADULTS
ACCOMPLISHMENTS
Meet the Gen Z Moms and GenZMoms2B
Gen Z Mom Insights Most racially diverse group of moms in history
Wants to be her own person but seeks approval online
Seeks a lifestyle rather than a career
May never step into a store
Thrifting is her shopping style
Repurposing products is more than a trend
Her shared economy reduces the need to buy new
Desires to be a part of a movement
Demands more content because she digs deeper
Uses an 8 second filter to
make decisions
Applies to marketing
messages
Uses filters to determine
what’s attention-worthy
Gen Z Mom Insights Super multi-taskers
Hard working because she recognizes that life is difficult and often
unfair
Not impressed with old marketing tactics because she realizes there are
new ways
She loves to learn but recognizes that she can do it her way
Uses podcasts and videos as learning tools
More likely to homeschool and find options outside of traditional college
Yellow is the new pink
Gen Z Mom Insights She speaks with images
Desire for IRL interactions with friends
Desires more than Faux-experiences
#Sundayfunday
Collaboration trumps engagement
Won’t buy a product without reading a review
Likely to have a side gig and a full time job
Applying Mom Insights and Motivators to Your BrandPlant the seed and allow Mom to grow
Empower her to use your products her way
Provide shopping experiences that allow her to
personalize the experienceCreate occasions for collaboration
Tap into Mom’s love of learning
Leverage “friendly competition”
Be the catalyst for IRL socializing
Predictions for the Gen Z Mom as Consumers
The Influencer Bubble will Burst
Engagement trumps
Followers
Brands will align their sales calendars with Mom’s calendars New Year’s Day = 1st Day of School
Couple Showers and Babymoons
Gender Reveals
Weekly “Bump” Photos
½ Birthdays
1st Day of School
Moms Will Demand a Deeper Relationships with Brands Desire to co-create product
Want to collaborate on content
Feel empowered by providing insights
Brands and Moms will Collaborate on Content, Creations and Crisis Management
Brands will create in-store experiences that leverage the Gen Z mom’s desire to learn and do
Retailers Will Feature Pop-Up Thrift Stores
She May Never Step Into Your Store
New Style of Meal Planning will Demand New Packaging and Self-Serve Options Brand will have to repackage their food
Stores need to get creative with meal-prep options
On-demand delivery needs to expand in food
Point of Purchase will Feature Reviews
Influencer opinions and community reviews
Grocery stores will have to figure out how to put the
reviews on the shelf
Content Will Change Unboxing and DIY videos and reality content will
become the next popular form of posting
Brands and Retailers will Have to Up Their Insta-Worthy Game
Opportunities for Brands to Connect with Gen Z Moms
Opportunities
Create packaging and experiences that deliver
education and empowerment
Develop edutainment with podcasts and DIY videos
Remember that every touch point must be Insta-
worthy
Make reviews accessible in the aisle
Create IRL (In Real Life) socializing experiences
Create unboxing
moments/Twitch-like content
she can share with friends and
followers
Utilize AI for improved customer
service
Find gaming opportunities
delivered in unexpected places,
packaging, digital content
Communicate with Memes
Questions?Thank You!
More Resources:www.MarketingToMoms.com
www.MillennialInfluencers.comwww.GenZInfluencers.com