Millennials Are Rejecting Helicopter Parenting. Here's Why That Matters for Marketers

Opinion: 'Passenger-plane parents' are the new norm

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As children of the baby-boomer generation, millennials were raised by parents who hovered noisily and were hyper-involved in the minutiae of their lives, a style often described as “helicopter parenting.” With millennials now making up more than 61 percent of the parents of today’s youth, the way they were raised has had a profound impact on their own parenting styles, and they are not following in their parents’ footsteps.

The key difference is that while boomers hyper-focused on their children, often at the cost of their own interests, millennials are taking a collaborative, inclusive approach to parenting—looking for experiences and products that appeal to all members of the family, including themselves.

These “passenger-plane parents” were the first generation raised with TV designed just for them—Nickelodeon and the Disney Channel—as well as the internet, where the rest of the world is at their fingertips.



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