Millennials Parenting Attitudes & Behaviors

While millennials’ entrance into adulthood coincided with ubiquitous technology advancements, our research finds that they are intensely community-centric, valuing real-life experiences, physical connections and memory-building opportunities. At the same time, they bridge the gap between shopping online and offline, prioritizing convenience, immediacy and valuable assistance no matter the channel.

This retail business report explores millennial lifestyle behaviors, as well as brand and retail expectations.

Published September 2018

Pro content

This report is part of a series that PSFK has published on innovation in in retail and along the customer experience journey. Our reports provide business ideas to corporate members of our research intelligence service. In addition, we provide talks and ideation workshops based on the contents of our surveys and guides. Contact our sales team at or +1 646 520 4672 for more information.


Invite the analysts behind this PSFK report to come and provide a tailored presentation at your office or next conference. We work to tailor our talks to provide context and actionable recommendations for all audiences.

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Turn the insights and recommendations found within this report into action through a workshop. Customized specifically for your business' goals, needs and culture, this is a hands-on dive into the ideas and trends in our reports, with a focus on implementing them for your own business or clients. Whether these run from 4 hours to 2 days, your team will leave not just inspired and informed, but ready to take action.


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Report Insights

Banks, Insurance & Financial Services How Brands From Amex To Target Are Driving Sales By Catering To Millennial Parents

Considering the immense purchasing power of this now parenting demographic, brands ranging industries from banking to skincare are augmenting their business by incorporating the specific values and needs of millennials into their offers

View more posts about How Brands From Amex To Target Are Driving Sales By Catering To Millennial Parents