Marketing to Millennial Parents: Digital Natives Are All Grown Up and Disrupting the Parenthood Economy

Adweek’s guide to reaching modern moms and dads

Headshot of Stephanie Paterik

Hours after I gave birth at NewYork-Presbyterian Hospital, the nurses wheeled my baby boy and a stash of Pampers Swaddlers diapers into my room. Later, when nursing didn’t go perfectly, they stocked me with Enfamil formula and Medela pump parts. And on my way out, they slipped me a white, velvet satchel full of Chanel perfume and makeup. Even in the delirium of new parenthood, I could see clearly: brands wanted to reach me.
A year later, I’m still buying those products and have never tried their competitors. They worked when I needed them, and that inspired serious loyalty (with the exception of Chanel—a new mom’s lifestyle doesn’t call for No. 5 too often).
The birth of a parent marks a rare opportunity for marketers to capture new customers and keep them for life. That’s why Adweek is publishing its first special report on marketing to millennial parents this week, full of stories about what modern families want and how savvy brands are winning them over.

The birth of a parent marks a rare opportunity for marketers to capture new customers and keep them for life.

Why millennials, specifically? They turn 20-36 this year, which means it’s time to stop thinking of them as underemployed, selfie-obsessed kids whiling away the day in their parents’ basements. Eighty percent of babies born this year will call a millennial “mom” or “dad,” and the U.S. already has more than 10.8 million millennial households with children.
As digital natives grow up, they are inevitably disrupting the parenthood economy. Here’s a look at exactly how, and what it means for marketers.
Bookmark this page and check back daily for new stories:
NEW: Contrary to Popular Belief, Millennial Shoppers Actually Like Going to Brick-and-Mortar Stores
NEW: How One Publisher Is Using Data to Make Insanely Viral Facebook Videos for Millennial Moms
Maternity Leave at Ad Agencies Is Slowly Improving, But Not All Moms Feel the Love
Infographic: Here’s What Marketers Need to Know About Hispanic Millennial Parents
Millennial Parents and Their Kids Love Smart Speakers, but Data Privacy Issues Persist
6 Powerful Insights Helping Digital Publisher Romper Reach Millennial Moms
Millennials Are Rejecting Helicopter Parenting. Here’s Why That Matters for Marketers
Why Modern Parents Are Still Reading ‘What to Expect When You’re Expecting’
Ads Are Shifting From Aspirational to Honest in Their Portrayal of Parenting
44% of Millennials See Their Pets as Starter Children, and That’s a Big Opportunity for Brands
Babies R Us Wants to Give Millennial Parents a More Honest Message About Parenthood
Plus, some helpful posts from the archives:
Toss Out That Baby Book! Fridababy Saves New Parents in Its First Brand Campaign
Why Millennial Parents Will Drive Marketing for the Internet of Things
Redesigning Fatherhood: How Brands Can Turn Their Vision of the Modern Dad Into a Reality
Marketers Don’t Understand Modern Moms, Saatchi Survey Says
The 4 Types of Dads Marketers Need to Know This Father’s Day
Infographic: How Becoming a Mom Changes Millennials’ Buying and Media Habits

@stephpaterik Stephanie Paterik is the executive editor of Adweek, where she leads the editorial staff and strategy.