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This a special shopper education & assistance report for consumer goods companies, service providers and retailers on marketing to millennial parents and providing services and support to their families.
Parenting is nothing new, but unlike previous generations, as digital natives are entering the cohort they are influencing the general needs and expectations around parenting lifestyle. There is growing demand from millennial parents for play-focused experiences that create child-parent bonding activities, plus there’s a desire to easily access experts at all stages of parenting.
Savvy companies are not only capitalizing on the opportunities as brands and retailers step up as family partners but they are also creating innovative solutions that help them reach out to this segment of consumers and influence purchasing decision making. Specifically, they are using social media platforms like Instagram and Facebook to engage with these audiences, and they are leveraging mobile apps to deliver relevant content to those who want it most.
Millennials have become the largest demographic group within the parent population and brands and retailers need to adapt to meet the changing demands. In this report on marketing to millennial parents, PSFK researchers explore the opportunities that brands and retailers can leverage in order to appeal to modern families. Supported by best-in-class examples of innovation, understand the generational changes in the cohort and get to know how brands can engage and support in post-pandemic family routines and household decisions.
This marketplace strategy research paper has been developed by the same researchers and analysts who help the world’s leading companies (inc. Nike, Google & Samsung) understand and activate trends. They help companies that include Nike, Google & Samsung with their sector-leading market research platform and bespoke trends research and innovation consulting.
To support parents throughout every phase of their children’s lives, brands and retailers are creating their own platforms and programming around parenthood, providing educational resources accompanied by products and services.All-Ages Play
Retailers are combining fun-infused retail spaces, family nights and shared activities to give busy parents creative ideas to entertain their entire family.Sustainable Parenthood
For brands and retailers, sustainable initiatives are not only creating long-term loyalty among eco-conscious parents, but also contributing to their organizations’ own ESG goals.
Together with Detroit musician Big Sean, Ally Bank has designed an experiential world within the popular game Minecraft to teach teenagers and kids the fundamentals of financial literacy.H&M Targets Millennial Parents With Biodegradable Baby Clothes
H&M's innovative collection of compostable baby clothes offers a window into the retailer's broader strategy of appealing to the sensibilities of a new generation of millennial parents.Walmart Offers Services For Expectant & New Parents, In-Store & Online
Walmart, together with Tot Squad, is giving parents and new families an innovative new support platform dedicated to making everything from the first few weeks of parenthood to the first couple years a little easier.