Missing the Mark With Millennial Moms

Photo courtesy Business Insider

Photo courtesy Business Insider

Earlier this year, while executing plans for a major food client, an opportunity to pair with a lifestyle mobile app came up.  The client reaction could be described as, “huh?”  A nudge and a resounding success later, it had the unexpected effect of  starting  us thinking more about targeting that consumer of the future, the younger, Millennial Mom.

In one of those marketing illuminating moments, we realized that while most of our programs targeted moms 25-54, when we looked around and started asking our brand advocates and digital vendors about the average age of the moms we were reaching, it seemed heavy on the 35-54 and light on the other end. This didn’t seem to be a prescription for exponential growth.

As I wrote about this month, in MediaPost, we’re remarkably better informed on the psychographics of our online target market these days than their actual demographics. At the same time there are some significant differences between Baby Boomers/Gen X-ers and the Millennial generation that follows – the new cadre of moms we’ll be targeting for the next 10 years or so.

More culturally diverse, living a wider variety of “family” lifestyles and more often the family breadwinner than older generations, they also are more collaborative decision makers when it comes to buying the family groceries. This last, I suspect has to do has a lot to do with growing up online where eliciting the opinion of 20 different people can be accomplished in record time.

So, while it’s easy to connect with Millennial moms, it’s not so easy to engage without better insights into their needs, wants and lifestyle. And Millennial Moms do feel neglected by brands, as this study shows. So, take some time to learn more about the moms with whom your brand connects – it just might surprise you.

headshot new Maryanne Conlin is CEO of RedRopes Marketing. Connect with her on Twitter @maryanneconlin

Advertisements

Bicultural Not Ethnic Marketing

I came across an article from PRSA today, that discusses a reality that those of us who work in Hispanic marketing often discuss and share with our clients.

The new diverse: multiracial and bicultural

As marketing moves more and more online, this is readily apparent in the ways that we approach the leaders and influencers online. For instance, the majority of the Hispanic population in the United States is bilingual or English dominant. Like immigrants coming into this country for centuries…after the second generation, the dominant language becomes English. Unlike prior generations, immigrants from many parts of Asia and Latin America (and in selected cities in the U.S, from anywhere in the world), can retain their culture and integrate their language into their everyday lives.

That doesn’t mean that English and American culture is not their dominant culture, it just means that this generation has the opportunity to keep their culture a little closer than immigrants past. For me, this means that “Spanglish” is often the best way to communicate with this target market. Not pigeon Spanish, but rather the fluid mix of English and Spanish used by those of Hispanic origin born or raised here.

This, is of course, not exclusive to this community. In any gathering of immigrants from Germany to India, the conversation flows back and forth between languages. For the well educated, progressive leaders of the online Hispanic community that understanding goes a long way toward making decisions about how, when and where to reach this market. Univision – yes. CNN – si!