{"id":4631,"date":"2023-03-20T01:11:44","date_gmt":"2023-03-20T05:11:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/03\/20\/what-do-brands-need-to-know-about-millennial-parents\/"},"modified":"2023-03-20T01:11:44","modified_gmt":"2023-03-20T05:11:44","slug":"what-do-brands-need-to-know-about-millennial-parents","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/what-do-brands-need-to-know-about-millennial-parents\/4631\/","title":{"rendered":"What Do Brands Need to Know About Millennial Parents?"},"content":{"rendered":"

Q&A with Helenor Gilmour, Director of Insight and Strategy, Beano Brain<\/em><\/b><\/em><\/h2>\n

What are the biggest differences between Millennial parents and their predecessors?<\/strong><\/p>\n\n\n\n\n\n

There are certainly some key differences between Millennial parents and Gen X parents.\u00a0 Millennials tend to reject the quality over quantity mantra of their own upbringing and mourn the lost moments with their own parents.\u00a0 As a consequence, simply being there \u2013 quality AND quantity forms the basis of millennial parenting.\u00a0 They are also the first generation to be completely aware of the pros and cons of raising children in a fully-formed digital world.\u00a0 The impact of social media, always-on news and alerts are a particular worry.\u00a0 And when it comes to the important things in life for their children to have Millennials certainly diverge from parents who have gone before putting mental health and happiness as priorities.\u00a0 They are also much more likely to rate gaining life skills above a formal education \u2013 in direct contrast to their Gen X predecessors.<\/p>\n\n\n\n\n\n

Why is this news important for brands to know?<\/strong><\/p>\n\n\n\n\n\n

The implications of Millennial parenting in raising Gen Alpha are many but to highlight a few:<\/p>\n\n\n\n\n\n\n\n

Brands may need to rethink their competitor sets when it comes to reaching Millennial parents who are displaying a growing desire to seek out \u201clocal\u201d trusted sources and micro-influencers who speak directly to them and their lives.\u00a0 Authenticity is key with Millennials keen to see the messy, unfiltered side of parenting.<\/p>\n\n\n\n\n\n\n\n

User generated content and how brands ask consumers to interact with them will have to change. Millennial parents are less likely to expose themselves to judgement online and are looking for more controlled experiences from brands to share their parenting triumphs and tribulations. Closed groups on social media platforms or direct messages are preferred by Millennial parents and brands will need to understand how to use them.<\/p>\n\n\n\n\n\n\n\n

Being the authority does not equal having authority.\u00a0 The bigger your brand the less likely Millennial parents and their Gen A offspring are to trust you.\u00a0 Their challenger personalities are more likely to embrace the outsider – witness the founders of PRIME Hydration, Logan Paul and KSI\u2019s stated mission, \u201cAs underdogs, we always cherish the opportunity to show the world what\u2019s possible\u2026 surpassing some of the biggest beverage companies in the world\u201d. \u00a0In recent months the pair have built a drinks brand from scratch and created the most sought after product amongst kids for the past few years.<\/p>\n\n\n\n\n\n

What are the biggest misconceptions about this demographic?<\/strong><\/p>\n\n\n\n\n\n

Well apart from the \u201csnowflake\u201d description often used to describe Millennials, the misconception that they have a sense of entitlement or are not interested in politics.\u00a0 In our Raising Gen Alpha Study we found Millennial parents to be considered, researched parents willing to roll up their sleeves and help their Gen A kids navigate and embrace the modern world.\u00a0 I think the entitled label comes from their unwillingness to accept the status quo and authority and simply find another way.\u00a0 A great example of this is their disillusionment with the education system (here and in the US) and their belief that it is not preparing children for a future in the modern world.\u00a0 Consequently, home and alternative schooling is on the increase on both sides of the Atlantic and parents are embracing their kids\u2019 talents with an eye on future careers.\u00a0 In this willingness to challenge structure and authority they are highly political.<\/p>\n\n\n\n\n\n

How can brands best target and tap into this demographic?<\/strong><\/p>\n\n\n\n\n\n

Quite simply understand them and challenge misconceptions.\u00a0 Respect them as parents and give them back the power they are so desperate to reclaim \u2013 many Millennial parents feel that big brands and in particular the tech brands are eroding their ability to parent and decide what is best for their child.\u00a0 And in this, there is real opportunity because Millennials are highly pragmatic when it comes to technology and would be willing partners with brands they trust.<\/p>\n\n\n\n\n\n\n\n

Finally, acknowledge the extremely close relationship Millennial parents and their Gen A kids share.\u00a0 Gen A kids hold more power within the household and are listened to in a way that previous generations are not.\u00a0 The learning within a Millennial\/Gen A household flows up as well as down.\u00a0\u00a0 24% of UK kids aged 7 -14 have already attended a march or a protest and the remainder are changing the world quietly within their own families.\u00a0 With small acts of rebellion, they are challenging inappropriate language and stereotypes, calling out racism and maybe simply asking adults to pick up their litter.\u00a0 This is why in this study we found that 69% of Millennial parents admitted that their child influences them to make better decisions for the planet \u2013 and consequently their children\u2019s futures.<\/p>\n","protected":false},"excerpt":{"rendered":"

Q&A with Helenor Gilmour, Director of Insight & Strategy at Beano Studios<\/p>\n","protected":false},"author":7,"featured_media":4632,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-4631","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"\nWhat Do Brands Need to Know About Millennial Parents? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/what-do-brands-need-to-know-about-millennial-parents\/4631\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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