Millennials have changed - they're not what you think anymore.
Picture your “typical” millennial. Young, tethered to social media, still living at home.
New data reveals that not only is this picture wrong—it’s obsolete. The digitally native generation that helped elect Barack Obama, embraces equal marriage rights, and cares deeply about the environment is evolving—and quickly. And that change is being brought on by one simple fact: millennials are now parents. Of the older half of millennials (those aged 25 to 34) over 22 million already have kids.
Each day roughly 10,000 millennial moms give birth. Our new research reveals that parenthood is driving a more pragmatic, conservative outlook—and it’s dramatically changing how millennials buy, behave and believe.
In 2013, our first study of millennial parents revealed that traditional values and ideals were starting to take hold in this often-watched generation. In just a short year, the changes have become even more profound. Let’s take a look at five new trends that will redefine how marketers speak to and with millennials.
The Millennial Political Conundrum
Parenthood shows a sharp increase in millennials that identify themselves as “conservative evangelical Christians” from 9.6 percent to 32.9 percent. However, more millennial parents, 30 percent, self-identify with the Democratic Party than any other.
Read the full article here.
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]