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

Adweek’s guide to reaching modern moms and dads

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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.



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