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Millennial Marketing and Parenting: Redefining It on Their Own Terms

MARCH 30, 2017 Millennial Marketing Insight from HypeLife Brands: "Millennial Marketing and Parenting: Redefining It on Their Own Terms"

TL;DR - Check out new data on how to market to millennial parents when they're writing their own rulebook.
Picture a millennial. What do you see? A tech bro in a sweatshirt parked in front of a computer? A twenty-something snapping a selfie? You probably didn't picture a parent spending time with one or two children. And yet, as the oldest millennials approach 40, more than 40% of the generation identifies as parents.1 The stereotypes don't align with the stats.
We recently conducted research with Flamingo and Ipsos Connect to understand what makes millennial parents different, and what those differences mean for brands that are trying to make contact.

If you're marketing to millennials, maybe it's time to question if your preconceptions match reality. Here are a few do's and don'ts for connecting with millennial parents.


Don't assume you're talking to Mom

"We're not adhering to gender roles. My daughter does joke that she's never seen me [mom] wash a dish. We want our daughter to see herself as an equal person in the world who is worthy of her work being respected, her thoughts being respected." —Tenika, 30
Millennial dads are taking active roles as parents. This is especially true on YouTube, where we find that dads watch more parenting-related content than moms do.
Takeaway: Millennial parents break down the stereotypical gender roles, and dads are involved more than ever. On YouTube we see that play out in how dads engage. Dads are more likely than moms to look for parenting guidance on YouTube, and to use YouTube to connect with their children.4 When you're marketing to parents or pairing your ads to parenting content, don't assume you're talking only to mom.
Audi's #DriveProgress work is a great example of a brand that's thinking creatively about dads.

Do reflect candid conversations with kids

"I want my daughter to understand some mistakes that I've made…[read the full article at]