In 2014, the Brooklyn-based writer and Time magazine columnist Allison Yarrow—pregnant for the first time—decided she’d plunge into the plethora of self-help books that market themselves to young, expectant moms.
It proved to be a discouraging exercise.
“Much of the literature I encountered either infantilized or cosseted pregnant readers, belittled our assuredly doofy husbands or evangelized its preferred birth ideology while knocking down the competitors,” Yarrow wrote in her subsequent column “Why Most Pregnancy Guides Are a Total Turnoff.”
Among the guides Yarrow found was one that’s pretty much impossible not to find: What to Expect When You’re Expecting. The book is a monster best-seller that’s now in its fifth edition. It enjoys the distinction of being the most-read pregnancy guide in the United States.
But Yarrow’s take was a decided meh, and the same or worse went for her expectant-mom friends, who referred to the book as “judgey,” “too cutesey” and just “Ugh, hated it.”
Ouch. How is it that a wildly successful guide could garner such a lukewarm response? Well, tastes vary of course, but one reason might be that Yarrow (and presumably the friends she consulted) is a millennial. And this—as many marketers have already learned through personal experience—changes things considerably.
“Millennial moms are savvy—we have books, apps, social networks and incredible communities on and offline where we can learn about pregnancy and childbirth,” Yarrow tells Adweek. “With online communities, we can ask specific, personal questions and get real-time responses.”
Which might be another way of saying: Guidebooks for moms are just that—something mom had in her dresser, while the kids have simply moved on.
And yet dismissing What to Expect as a hanger-on from the pre-internet era would be unfair and misleading, because What to Expect has in fact moved on. Though some Americans still associate the brand name with those hefty paperbacks (the current edition is 656 pages), What to Expect has morphed into a diversified, multiplatform media brand that not only reaches 16 million people per month, it reaches 90 percent of them via mobile devices.
What to Expect’s app, for example, boasts features like a weekly tracker that shows a baby’s development (measured in fruit sizes) and a “pregnancy clock” that promises “actionable tips synchronized to the time of day.” Both the app and website give users access to the What to Expect community of expectant moms who, divvied into groups like “35+ First Time Mommies to Be” and “C-Section Mamas,” participate in an open exchange of information, offering advice and sharing personal stories. The community now includes 18 million women, and a new post appears on the site every three seconds.
Not all the moms are millennials of course, but the diversity and volume of content the community creates is totally in keeping with Gen Y tastes. “Millennial moms consume and engage with information and products across various screens and devices,” says What to Expect’s evp and gm Michael Rose. “To fulfill our mission, we need to reach expecting moms and parents where they are, and we need to tailor our offerings to those platforms and screens.”
Yet, even as What to Expect has diversified to appeal to the latest generation of moms—and even though it remains the dominant source of pregnancy information out there—the mores of the millennial generation have clearly changed the pregnancy-information game. They’ve given rise to a vanguard of new online platforms that have not only raised the stakes for all content providers introducing themselves to new and expectant moms, but also given What to Expect a degree of competition that simply didn’t exist just a generation ago.
The birth of a revolutionary brand
What to Expect reaches back to a time before most of today’s millennials were even born. In 1983, New Yorker Heidi Murkoff was navigating the early days of her first pregnancy with no idea of how to handle it. (“Let’s just say I didn’t always know what to expect,” she deadpans.) When Murkoff went looking for an informational book to read, she found … not much.
“There were a couple of books on the market, but they weren’t relatable or reassuring, and they definitely weren’t written by someone who knew what I was feeling,” recalls Murkoff, who also didn’t feel comfortable asking her physician about some of her concerns. In that physician-as-god era, she says, “doctors weren’t relatable, either.”