Direct marketing to millennial moms. A cool generation. A tough segment to peg.
Each generation thinks it is, and will forever be, the coolest generation going. My mom and her Motown generation did. I and my Brady Bunch generation did. And now my son and his organic-eating, tech-driven millennial cohorts do too. But, I must admit, there is something special about this latest generation, particularly when it comes to the moms. Unlike past generations, it’s a lot more difficult to peg them, especially for marketers. They branch into so many sub-categories that it’s a challenge to keep tabs on their trends and purchase triggers.
For you marketers planning to target this dynamic group, you may be interested in checking out the latest research findings:
Stuff you need to know when direct marketing to millennial moms:
- In one study, 42% of millennial moms surveyed said they feel that marketing is not geared toward women like them.
- Millennial moms are 11 percent more interested in do-it-yourself concepts as compared to millennial women who do not have children.
- Millennial mothers are 25% more likely than average to agree that they are always one of the first to try new products or services.
- Millennial moms are more likely to be interested in comfort foods that reflect their regional heritage.
- At a purchase-level, millennials are more interested in investing in lifestyles. They enjoy products that promote socially-conscious living, convenience and overall health when they enter motherhood.
- Millennial moms are highly connected – each having an average of 3.4 social network accounts.
- Millennial moms spend 17.4 hours per week on their social media sites – almost four hours more than the average mom.
- Millennial moms are sharers.
- 74% of millennial moms surveyed said people in their networks regularly seek their opinions on purchasing decisions.
- 40 percent of millennial moms (ages 18 to 34) created a social media account for their child before the child’s first birthday.
- Millennial moms tend to ‘like’ products on social media at least 10.4 times per month.
- Millennial moms are 18% more likely than the average mother to identify as a “spender” rather than a “saver.”
- Millennial mothers are 18% more likely to agree that brand name is the best indication of quality.
- Working Millennial mothers have large purchase power.
- Millennial moms have large spending potential in the beauty, fitness and health sectors.
- Millennial moms are 9.1 times more likely to research eye makeup.
- Corporate-working moms are more interested in fitness compared to stay-at-home Millennial Moms.
Millennial moms expect their concerns to be taken seriously. And it can be something that seems so mundane in the eyes of marketer. Beware. For example, some millennial moms have trouble identifying with images of conventional, two-parent families. Some millennials have issues with being addressed by the term “mom” if the speaker is not their child. Moreover, they will transfer their allegiance to another brand if they can’t relate to or are offended by your message.
So, what does all this mean? Millennial moms are frequently misjudged by marketers and entrepreneurs. It’s worth the energy to explore this demographic to gain a more thorough understanding of them so that your marketing efforts are not in vain, and, most importantly, don’t backfire.