Marketing to millennial parents: trends and strategies in 2024

Visualise a typical weeknight. The kids are finally asleep, and the house is quiet. For many millennial parents, this is the golden hour. They sink into their couches, not to tune into the latest news or a random TV show, but to dive into the world of K-drama—personalised recommendations from Netflix or Disney Plus that speak directly to their tastes. In the background, Spotify shifts from the day's endless loop of 'Cocomelon' to a playlist that truly resonates with their individuality, a soundtrack to their hard-earned "me-time."

This nightly ritual isn't just about downtime; it's a snapshot of how these young parents are making choices, seeking recommendations, and engaging with the world around them. Always connected, they gravitate towards online communities of peers and fellow parents, digital forums where experiences and advice are shared. Here, they seek out suggestions that are not just beneficial but personally relevant to them and their families. These parents are consumers themselves, and everything they consume is intensely personalised.

Understanding Young Parents

This is key to understanding millennial parents—a demographic that redefines the consumer market with a formidable blend of purchasing power and unique values. Millennial moms, in particular, account for 85% of all consumer purchases, control over $31.8 trillion in worldwide spending and buy 50% of traditional male products. Characterised by their distinct values and in the prime of their earning years, they are redefining spending patterns across various industries. Digitally proficient, socially and environmentally aware, they seek brands that reflect their ideals and authenticity. Understanding and aligning with these traits can be crucial in leveraging the substantial purchasing power of millennial parents and effectively marketing to parents.

Strategies to Market to Millennial Parents

Social Media Engagement
Connecting with millennial parents requires a new set of approaches and understanding of millennial consumer behaviors within this digital age. Research shows that 72% of millennial parents use social media for product research, and 68% make purchases based on social media recommendations. This trend was further amplified by the pandemic, where social interactions were limited, prompting parents to turn to trusted community groups on platforms like WhatsApp, Facebook and Telegram for recommendations. These networks, especially WhatsApp, remain the main communication channels for millennial parents, fastening connections among themselves with other parents.

Online Community Collaboration
Notably, 28% of these parents discovered formula milk for their children via either Facebook or WhatsApp groups, social media or online forums, indicating a trust in their virtual communities. Brands that establish a presence in these communities and contribute value can therefore earn their trust and business. To penetrate these communities, Supermom collaborates with Key Opinion Mothers (KOMs) to produce content that aligns with the values and interests of millennial parents and conduct word of mouth marketing campaigns.

Brand Authenticity
Authenticity is key. Brands that communicate transparently and align with values like sustainability and social responsibility significantly influence millennial parents' loyalty and purchasing decisions.

A prime example of this strategy in action is Airbnb, which has successfully targeted millennial parents by aligning with their interests and values. Their "Family" feature, for instance, caters specifically to family needs by highlighting listings equipped with amenities like cribs and high-chairs, and promoting kid-friendly activities. Moreover, Airbnb’s "Community Standards" page reflects a deep commitment to safety and inclusivity, echoing the values important to millennial parents. This approach by Airbnb showcases how authenticity and value alignment can effectively engage this influential consumer group.

Short-Form Content Creation
Additionally, millennial parents are increasingly finding their "me-time" in short-form video clips on platforms like TikTok, YouTube and Instagram. This has created opportunities for content curators to share experiences with various products and services, including beauty tips, cooking recipes, and family entertainment options. Brands recognising this shift have leveraged the latest tools rolled out by Meta to engage customers through broadcast, community and personalised chat.

Influencer Marketing
To market to parents, brands are also adopting strategies like strategic partnerships with platforms or brands that reflect millennial parents' values, using influencers, particularly mom influencers and parent bloggers who mirror their lifestyle, and personalising messages using data analytics. Experiential marketing, focusing on offering experiences rather than just products, also resonates well with millennial parents.

Customer-Centric Approaches
Finally, actively seeking and adapting to customer feedback, along with content marketing that provides valuable information such as parenting tips or family health advice, helps build a loyal community.

Navigating Future Parent Marketing Trends

Brands that can agilely adapt to emerging trends, communities, and preferences, while understanding the related millennial consumer behaviors, are poised to effectively engage with this dynamic and influential demographic.

1. Experiential Marketing

As millennial parents evolve, so do marketing trends. The future points towards more personalised and experiential marketing for parents, emphasising mental health, wellbeing, and ethical practices.

2. AI Personalisation

The use of artificial intelligence AI and big data analytics in particular will play a crucial role in delivering hyper-personalised experiences.

3. Voice Search Optimisation

As voice-assisted devices become more prevalent, optimising for voice search will be essential. Brands will need to adapt their SEO strategies to cater to the conversational and question-based nature of voice queries, making it easier for consumers to find their products and services.

4. Digital Communities

Creating a sense of community through social media, forums, and events is essential to cultivate brand advocates. Millennial moms especially value these supportive networks—which include the Supermom community, which fosters a diverse, active Facebook membership of over 459 million across over 5,091 unique closed groups across Southeast Asia, 500,000 key opinion mothers and mom influencers. This community actively samples, tries and reviews products through value exchange techniques, and engages in creating and sharing videos and posts.

5. The Future of Millennial Marketing

Marketing to parents in 2024 demands an in-depth understanding of their unique lifestyles, values and digital fluency. The millennial generation demands more than just products; they seek experiences and connections that align with their values and lifestyles. The brands that will thrive are those that can agilely navigate these evolving trends and preferences, maintaining a customer-centric approach that speaks directly to the hearts and minds of time- starved millennial parents.

The article was written by Rebecca Koh, Chief of Staff of Supermom.