One in five moms is a millennial mom, born between the years of 1978 and 1994. These young women represent the next big wave of family-oriented consumers but 42% of them say that they’re being overlooked by marketers. That means that marketers are missing out on a very influential demographic.
According to a new study by Weber Shandwick, millennial moms are more connected than the average mom. They also have a much greater tendency to share information and their opinion.
As you can see from this infographic slice, the difference between millennials and the total mom population is significant.
55% of millennial moms say their friends frequently ask them for advice versus 39% from total moms.
On average, millennials are asked for product recommendations 9.6 times a month, total mom population comes in at 6.3 times a month.
What Are They Sharing?
Most of the sharing and online discussions revolve around clothing, shoes, retail stores and groceries. 89% said they often discuss electronic devices and 82% talk about apps and digital services. Slightly more than half discuss financial services and insurance. Surprised? Go ahead, it’s okay to admit it.
Image is Everything
The problem is, the media has us thinking that all young moms are party-happy, foul-mouthed examples of bad parenting. Not true. However, millennial moms do tend to lead a different lifestyle than their older counterparts.
- 33% are the majority contributor to their household’s income (vs. 26% of moms in general).
- 89% live in households of 3 or more people (as do 87% of moms in general).
Here’s the big one:
32% are single/never married/not cohabitating with a partner (vs. 16% of moms in general). Approximately six in 10 are married or living with a partner (61%).
The number of single millennial moms is double that of moms in general. Wow. It’s no wonder they say marketing isn’t geared toward them. When was the last time you saw a young, single mom portrayed in a positive light on TV? When was the last time you saw a young, single mom on a TV commercial?
The study goes on to say that the image of a harried mom struggling to balance home and career doesn’t suit this demographic at all.
Only 30% of millennial moms are employed full-time and 35% are self-identified homemakers.
The lack of full-time employment is likely connected to both their age and the fact that many are single. The study doesn’t say, but it’s also likely that many of these moms are still going to school. The downside of this stat is that someone who only works part-time or not at all usually has less money to spend.
In order to reach this demographic, the marketer needs to run advertising that celebrates the independence of the single mom and the mother-child relationship. It’s a wide open field for the marketer who can hit that target.