How Brands Can Connect With The Modern Millennial Mum
In this guest post, David Willey (pictured below), director and founder of Growth Tank and the Marketing to Mums Conference, shares his top tips on how brands can connect with the modern-day Millennial mum.
Millennial mums are continually misunderstood by brands. They are lumped into one market segment and often fail to relate to marketing that is supposedly aimed at mothers. In fact, 42 per cent believe that most advertising does not focus on women like them.
In Australia, mums make up 6.2 million of the population. They are also responsible for spending $132 billion every year. Combine this with the fact that one in four Millennials are parents today, it has never been more crucial for brands to connect with the ever-evolving Millennial mum.
They are very different to previous generations of mothers, and marketers need to recognise the changes in parenting and buying habits. They can no longer be merged together as one target audience of simply ‘mums’. Brands need to connect with them on an emotional level if they want to fully engage with this diverse audience of big-spenders.
“We have to think much more about how we influence consumers through communities rather than the traditional approach of ‘target audiences’,” says marketing director Sarah Lawrence, who believes marketers need to re-evaluate the way they communicate with potential customers.
“Consumers now interact and engage with products and services through multichannel, multi-platform searches and ‘real’ influencers.”
As Millennial mums were born into the technological era, they have grown up digitally-savvy and heavily dependent on social media. A recent survey by Crowdtap revealed that 82 per cent of Millennial mums find social media ‘very’ to ‘extremely’ helpful to their parenting. With an average of 3.4 social media accounts, Millennial mums spend an average of 17 hours a week social networking. Marketers not actively using social sites are missing a trick if they want to build lasting relationships with Millennial mums.
When utilising social media, brands need to have a deep understanding of Millennial mums as consumers and understand how to communicate with them. Jeff Fromm, president of Millennial marketing consultancy Futureproof, believes that in order to achieve this, brands must adjust their traditional advertising techniques and adopt a more personalised approach.
“As this group is highly active online, brands have an opportunity to provide resources to help [millennial parents] achieve their goals and ease the friction and anxieties that come with being a parent” he says.
To effectively catch the attention of Millennial mums, brand messages should provide useful advice to make their lives easier. If a brand conveys authenticity and transparency, they are more likely to be rewarded with brand loyalty – an important value when competing with a variety of similar products and services pursued by parents.
Perhaps the most beneficial way to understand Millennial mums is to hear what they have to say. Social listening or social media monitoring will allow you to use this knowledge to construct meaningful and authentic messages. The experience will feel personal to the mums as they will truly believe the brand understands their lifestyle and parenting needs.
Millennial mums are highly influential individuals with huge spending power. Brands have the capacity to engage with them like never before, building consumer loyalty and fulfilling their parenting needs in a socially fuelled environment. Marketers need to adapt to parenting changes compared to previous generations and connect with Millennium mums on an emotional, social and most importantly, personal level.
Latest News
Former Agency Execs Launch Car Service Summon
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
Hootsuite Shares The Top Social Media Trends Of The Tokyo 2020 Paralympic Games
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
Coco-Cola Australia Unveils New Recipe & New Look
Coke rolls out latest new look & new recipe. Despite having a checkered history of rolling out new looks & new recipes.
So Media Group Acquires Social Media Company Carma The Social Chameleon
Perth-based digital media publisher So Media Group has completed the acquisition of fellow Perth-based social media marketing ag
SCA Appoints ABC Executive Melanie Withnall To Head Of News & Information
SCA snares ABC radio veteran Melanie Withnall who brings with her 18 years' experience & an "I Love Ita" coffee mug.
VCCP Business Acquires Sling & Stone To Create $50m Global PR And Communications Group
B&T tried to get "David & Goliath battle" into this Sling & Stone headline; however, it proved not possible in the end.
CHE Proximity, DDB Sydney, TBWA Melbourne And Thinkerbell Melbourne Battle It Out In YouTube Skippys Competition
Some serious agency heavy hitters vying for YouTube's Skippys competition. Hopefully none will be gracious in defeat.
Aussies Can Now Stream The iHeartRadio Music Festival Live
Aussies can now stream the iHeartRadio Music Festival live. Not that it's stopping anyone on a temporary visa either.
We Are Social Launches Insta-Based Cultural Insights Publication, The Feed
Global socially-led creative agency We Are Social has launched The Feed, an editorial Instagram publication tracking digital culture and trends on a global scale.
SOON, Think Tank Giving Insights Into Future Trends, Officially Launches
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
Melbourne’s Non-Alcoholic Wine Brand NON SeesInternational Growth Spurt In Just 3 Months
NON is pioneering a whole new category of sommelier-standard 0.0% ABV wine alternatives, manufactured in a completely new way. Despite the lockdown, in 3 months NON has tripled their overseas distribution and begun work on a new NONLab production facility 6 times larger than their current space.
Nina Tsalapatanis And Vince Prochilo Join Orchard In Business Director Roles
B&T asks, is the tedious marketing trope "low-hanging fruit" banned in the Orchard offices?
Deloitte Digital Creative Snares Colenso BBDO’s Dan Wright As Sydney Chief Creative Officer
Deloitte continuing to fish in adland's pool. B&T assumes it's not using worms for bait but rather large pay cheques.
TIME Magazine Reveals 100 Most Influential List, As Harry & Meghan’s “Creepy” Cover Cops A Roasting
TIME unveils its 100 most influential list & mercifully sans any real estate agents, influencers, WAGS or anti-vaxxers.
Experiential Agency GPJ A/NZ Farewells MD Caleb Bush
GPJ MD Caleb Bush announces move to Europe. Has a low-mile 1998 Suzuki Swift on Gumtree if anyone's interested.
New LinkedIn Research Shows Aussies Are Less Hygienic & Have Forgotten How To Banter Due To Working From Home
One notable impact of lockdown has been B&T's desire to cook and then consume an entire roast dinner at 10am.
Aussie TikTok Star & Lockdown Protestor Hospitalised With COVID-19
B&T has gone for "Aussie TikTok star" in this headline. That could've been easily supplanted by "dickhead" or "f@ckwit".
iHeartPodcast Network Australia Launches SAS Australia Debrief Podcast
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
“The Roar Of The Crowd!” How Twitter Is Keeping Sports Fans Close To The Action In 2021
Footy team flop again this season? Well, Twitter now proving the platform for all coach & underperforming player abuse.
Nine’s Upfronts: Here’s What Agency Bosses Had To Say
Sadly, no news of an Ossie Ostrich return, but Nine's annual Upfronts were definitely less bum-numbing than years past.
Wednesday TV Wrap: 10’s Making It Australia Premieres To 474,000 Viewers
B&T enjoyed the Making It Australia premiere last night. Admittedly, we had no compulsion to want to make anything.
Rakuten Advertising Shares Blueprint For Affiliate Marketing
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Study: 42% Of Aussies Say They Don’t Feel Represented By Advertising
Some 42% of Aussies say they don't feel represented by advertising. It was zero per cent for Coles Big Red Hand.
Are Media Highlights The Changing Face Of Beauty In Latest TRENDtalks Series
Are Media research highlights latest beauty trends. Yet no news of the return of the Boy George blush or the fake mole.
Nature Launches New Parental Leave Scheme
Nature unveils impressive parental leave scheme; however, it does carry the caveat of being impregnated first.
EngageTV Launches Metro Connected TV Campaign In Sydney And Melbourne
EngageTV, Australia’s most sophisticated CTV & BVOD service partner, has today launched a Sydney and Melbourne metro Connected TV campaign to help business owners and marketers better understand what can be achieved with CTV.
Buzzfeed Australia Launches Bloom, A Womxn-Focused Vertical
Bloom to cover topics such as sexuality, mental health & relationships. Bad news if you're looking for a sponge recipe.
ARIA Awards Axe Gendered Categories In An Inclusive Move
ARIA Awards announces the end of gendered categories. Which thankfully should shorten the event by a good 40 minutes.
Adland State Of Originality To Return For Nine’s 2022 Origin Series
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]
Nine Uses Upfronts To Reveal Content Slate For 2022
It's all your Nine Upfront news which sadly didn't include an impromptu version of 'New York, New York' by Mike Sneesby.
