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Strategy Briefing

Understanding Millennials as Parents

Sep 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Millennial parents are changing the way they raise their children compared with previous generations. These changes, whether they are career-driven, health-conscious or equality-focused, are affecting how they spend their money and make purchasing decisions, as well as affecting the opinions and environment in which future generations grow up.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Changing family structure

As the "traditional" household changes and gender roles are moving away from stereotypical expectations, millennial parents are transforming the dynamic of their homes.

Democratic households

Decisions are no longer made by the head of the household; instead, millennial parents value teamwork and democratic decision-making. Parents and children have equal influence on their daily habits and longer-term lifestyle.

Spending time together

Millennial parents want it all, and highly value time spent with their family, alongside their personal happiness and career development.

Thrifty tendencies

Millennials have faced tough times, from getting jobs to increasing living costs, and remain thrifty. Using apps and online services to access resale sites, rent their homes and share everything from utensils to appliances, millennial parents try to save and make money where they can.

Saving money without compromise

Although millennial parents continue to save money where they can, they are willing to spend on quality items and enjoy treating themselves, whether this includes a delicious meal or a holiday.

Searching for guidance

Millennial parents are constantly looking for guidance and advice from various sources, whether this is friends, family, bloggers or brands. They are open to different parenting styles and want the best for their children, building relationships with whoever can help them through a variety of online and in-person platforms.

Looking for the truth

Safety scares, welfare concerns and eco-conscious opinions continue to grow. With more information available about products than ever before, millennial parents look for transparency on how products are created and what they contain.

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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

Why buy this report?

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Megatrends

Strategy Briefing

Understanding Millennials as Parents

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Changing family structure

Democratic households

Spending time together

Thrifty tendencies

Saving money without compromise

Searching for guidance

Looking for the truth

Want to find out more about this report?

Table of Contents

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

Why buy this report?

Want to find out more about this report?

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