Millennial Moms Are Redefining Parenting, Says Mindshare Report

 

Millennial Moms Are Redefining Parenting

From Millennial Moms to Content Hacking, Research From Mindshare Reveals New Consumer Insights for Brands

NEW YORK, NY — Millennials have surpassed Baby Boomers this year as the nation’s largest living generation, according to U.S. Census data. Roughly one in five new moms is a millennial, and according to Mindshare’s latest Culture Vulture Trends Report, what sets this generation of new mothers apart is their sense of adventure and a strong desire to maintain their freedom.

Fifty-seven percent of Millennial moms say that adventure is an extremely important guiding principle in their lives, according to Mindshare, and happiness and passion rate higher for Millennial moms than for their Generation X sisters. These values translate directly to the way they raise their children. For example, Millennial moms want their kids to fit into and be a part of their existing lives and passions, versus rebuilding themselves around their children.

While previous generations paved the way for more equality between men and women, some Millennials now feel a reduced responsibility to fight for women’s rights, opting instead for more traditional roles. For example, 51% of 18-34 year olds say that it’s important for men and women to follow traditional gender roles, that’s up from 45% in 2009. Since 1999, the number of stay-at-home moms has increased from 23 to 29%. Millennial moms are also remaining socially active into motherhood, 63% report using social media to announce their pregnancy, and 92% share family milestones on Facebook.

There are opportunities for brand marketers to leverage Millennial’s sense of adventure and be playful with ad campaigns, according to the report.

Mindshare surveyed 2,000 consumers across North American for its report. Now in its fifth year, the annual Culture Vulture Trends report does a deep dive into behavioral trends and insights, spanning demographic shifts, media consumption, and sociological insights including the role for brands.

In addition to Millennial’s 21st Century Motherhood, Mindshare’s 2016 report also identified 9 additional cultural trends that could impact marketing and communications strategies including:

Uncommitted: Say hello to the commitment-phobic consumer. As consumers’ approach to risk continues to shift, there’s an increasing demand for solutions that help them remain uncommitted. For example, leasing and trying before you buy, whether it’s a new home, or a cell phone. Sixty-seven percent of consumers agree that “being trapped in a 2-year contract is annoying”.

The New Sports: Kids don’t play basketball, football, and baseball anymore, but E-Sports are taking off online. Online gaming such as Twitch and YouTube Gaming and in-person e-sports tournaments across the United States rose from 46 in 2000 to 2,934 in 2015. Tens of thousands of fans are packing venues like Madison Square Garden to watch gamers compete.

ME-DIA: The stuff we share says more about us than the stuff we wear (or drive, or buy). Nearly half of consumers say they’re best represented by what they post on social media, and only 30% say their fashion style represents who they are. People are also increasingly using television and movie content in emojis or GIFs in their digital conversations. Culture is becoming language, and content is the new “stuff.”

Peter Pan Market: Adulting is hard, and millennials are feeling the stress. The desire to escape the worries of everyday life and an underlying resistance to “growing up” has helped drive an explosion in adult coloring books – the top 10 sold over 1.5 million copies this year combined. There’s also adult summer camps, a “Need A Mom” service in New York, and of course, the growth of the “adulting” meme.

Hidden Culture: Fifty-eight percent of consumers say they prefer unique versus mass produced goods, up from 45% in 2013. To drive brand uniqueness companies are increasingly using hidden “Easter eggs.” Not only in movies and video games, but in products like cars, clothing, and beverages. The discovery, inside knowledge, and ability to share hidden features on social media appeals to people’s desire for uniqueness.

First World Pains, First World Pleasures: The small irritations that come with modern living can make or break your day, whether it’s a dying smartphone battery or a lack of storage space when you’re trying to snap that perfect photo. But these are also balanced out by small pleasures, and brands can help drive these moments of joy from a message on a coffee cup to an outlet right when you need it.

Accelerated Empathy: Our circles of empathy are growing wider, and the unofficial theme is “inclusion” with broken taboos and greater support around the LGBTQ community, mental health, body image, and even pets (a new law lets people dine at restaurants with their dogs). And now with the change of a Facebook filter, we can communicate collective empathy at speed, like with the Paris terror attacks.

Content Hacking: Consumers have more control over content than ever before. Not only are they swiping away the stuff they don’t want see, they’re also changing it. Witness the “K Blocker,” which purges all Kardashian references from your iPhone, or the Chrome extension that changes every web reference of “Millennial” to “Snake People.” The same trend is also at play with ad blocking.

The Passive Massive: People are lazy—and that’s reflected in their passive consumption of media. There’s been some declines, but Americans’ favorite past-time is still watching TV. More than five and a half hours per day in 2015. Eighty percent of millennials engage in some form of binge watching, sitting down for an average maximum 8 shows in one sitting. Now more than ever brands must find and insert themselves into moments of receptivity to reach a passive, indifferent consumer.

 

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