Millennial moms identified as powerful consumer demographic

Brands can use online tools to target this connected group

February 14, 2014

It’s no secret that the millennial generation is often associated with many of the digital trends out there. But recent research conducted by public relations firm Weber Shandwick and its research partner KRC Research is highlighting a specific segment of the demographic that digital marketers seem to be overlooking: millennial moms.

According to their report “Digital Women Influencers: Millennial Moms,” the firms found that millennial moms are an overlooked segment among the overall mom demographic, with 42 percent of them indicating that marketing is not geared toward women like them.

However, research indicates that millennial moms could be an important demographic for marketers to consider when it comes to their digital platforms. The study found that millennial moms each have an average of 3.4 social network accounts compared with 2.6 accounts for the average mom, and this segment also spends nearly four more hours (17.4 hours total on average) a week on social media than the typical mom. Social networks also can be considered a source of influence for millennial moms, as 74 percent of survey-takers stated that those in their networks regularly seek their opinion when it comes to purchasing decisions, the study states. Ninety percent of respondents also said that they share information across multiple topic areas including retail stores, apparel, and food and drink.

To tap into this under-served segment, Weber Shandwick developed its “Guide to Engaging Millennial Moms.” Below is a list of some key takeaways that the agency highlights:

Recognize the potential of millennial moms as influencers.
Do not lump all moms into one market segment.
Carefully walk the line between portraying moms as homemakers vs. full-time employees.
Develop products — including digital ones like apps — that help make millennial moms’ lives simpler.
Food and beverage brands should explore millennial moms’ grocery shopping decisions on an in-depth basis.

Expanding upon the tip for food and beverage brands, the agency notes that companies should identify concerns and possibly new opportunities when evaluating shopping decisions.

“Our research has exposed some questions worth investigating, such as: Are millennial moms concerned about making the wrong nutrition decisions for their families; are they relying on their online connections for advice; what is different about the food-and-beverage-buying decision that makes it more collaborative than other decisions; do their kids play a more prominent role in this decision process; [and] are their partners also influential millennials to whom they go for advice?,” the agency stated. “Since millennial moms are so influential, these issues are worth exploring more deeply.”

Is your company or brand communicating effectively with millennial moms? If so, feel free to send me an email at jacobsenj@bnpmedia.com to share your story.

For more information about millennial moms, visit webershandwick.com or click here to view Weber Shandwick’s infographic.

Jessica Jacobsen, editor of Beverage Industry, visits a range of beverage companies for cover stories and facility tours, represents the magazine at trade shows and industry events, and works with the Beverage Industry team to determine the content and direction of the magazine and its online components. She earned a Bachelor of Arts in Journalism from Marquette University.

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