Understanding Millennials as Parents

Introduction

Scope

Key findings

Who are millennials?

What do millennial parents value?

Transforming parenting

The Changing Family Structure

In no rush to start a family

The traditional family structure is changing

Working as a team

John Lewis: Clothing without labels

Roominate: All toys for all genders

Men as home-makers

Mattel Inc: Going against preconceptions

Family Priorities

Spending more time together

Taking time for themselves

Flexible working

Financial priorities

Mercari: actively seeking second-hand items

Changes in Spending

Sharing rather than buying

Airbnb: thrifty experiences

Vigga: environment and wallet-friendly

One-stop shopping

Amazon: downfall of the high street

Seeking unique in-store shopping experiences

H&M: Exclusivity sells

Seeking transparency

Happy Family: getting as much information as possible

Online Community and Collaboration

Looking for guidance

Johnson’s Baby: providing more than just a product

Hyperconnected

Cautious internet behaviour

Procter & Gamble: influenced by influencers

Going on an Adventure: everyone can share their experience

Key Takeaways

The best ways to target millennial parents

Research Overview

Lifestyles Survey methodology and coverage

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