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.

1. MILLENNIAL MOMS

2. MILLENNIAL MOMS PARENTHOOD
Strottman Intl conducted a national study to discover:

3. J MILLENNIAL MOMS

4. MODERN
FAMILY
In this presentation we will dig into “Team Family”, and taking a step further to understand…

5. MODERN
FAMILY
—Spencer Thompson, Institute for Public Policy Research, “The post-nuclear age,” The Economist, March 2013

6. 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.

7. 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

8. Women are becoming equal breadwinners, therefore the roles of each parent is starting to balance out.

9. 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.

10. MOM

11. NEW MOMS
WORK FULLTIME
Source: Roper Reports Worldwide, 2014; CDC, 2012
CHILDREN BORN TO
SINGLE MOTHERS

12. 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

13. 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.

14. 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.

15. 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.

16. 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.

17. MILLENNIAL MOMS’ ideal isn’t to be in control. It’s for everyone to .

18. POSITION MILLENNIAL MOMS AS PART OF THE TEAM, NOT CAPTAIN OF IT.

19. Examples
Valspar Reserve Paint
https://www.youtube.com/watch?v=kHw0-QaGYVs

20. Examples
IKEA – First :59

21. DAD

22. Redefining themselves
Redefining
families
If mom has renegotiated her role and shifted as a result, then she requires her partner to do the same.

23. Men agree “men and women don’t need to conform to traditional roles and behaviors anymore”
Source: JWT “The State of Men”, 2013

24. Say their parenting style differs from their parent’s
Source: YouthBeat, 2010

25. 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

26. 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

27. 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

30. Dads spending time with dads can be the no-kids poker night, BUT it can also be the playdates and bonding time at home.

32. The MILLENNIAL DAD is a , player and honored to wear his dad badge.

33. DON’T DEPICT DAD AS THE HANDS-OFF, INFERIOR PARENT. AND SHOULD BE ENGAGED.

34. Claiming that dad is influential and should be engaged is a very broad statement, so…

35. Examples
Huggies – Dad Test
http://vimeo.com/49980480

36. Examples
Dove – Dad+Care
https://www.youtube.com/watch?v=7Jpb2_YdxYM

37. Examples
Clorox – Dads
https://www.youtube.com/watch?v=7Jpb2_YdxYM

38. Examples
Wasa – Stay Fit the Swedish Way
https://www.youtube.com/watch?v=z1fEV3-4_bY

39. Examples
Cheerios – How to Dad
https://www.youtube.com/watch?v=6GYxH2-WeZY

40. SHIFTING FAMILY

41. 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

42. 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.

43. 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.

44. Dads say they are the primary supermarket shoppers
Moms admit dads have more influence in grocery purchases
Source: Cone Communications, 2012

45. Source: Coldwell Banker, 2014
Millennial parents who said most of their major purchasing decisions revolve around their children.

46. THE SHIFTING FAMILY
Millennials highly value and invest in with family.
Decision making is more

47. FACILITATE FAMILY
CONSIDER WHEN TARGETING MOM OR DAD

48. More than anything do not assume the family looks like this, because it is becoming the minority – quickly.

49. 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

50. Examples
Honey Maid – Not Broken
https://www.youtube.com/watch?v=5X592lJ-JnM

51. 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.

52. 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.

54. 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.

55. They are more active, engaged and involved than previous generations.

56. More engaged grandparents means more influence on both the parent’s and children’s shopping habits and brand preferences.

57. THANK YOU!