Millennial Moms: The Modern Family

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!