The challenges and perks of being a millennial mum
LAST MONTH, we spoke in depth about "millennial dads" and the differences in their attitudes towards the economy, the media and brands, in comparison with their female counterparts.
One important conclusion was that this group is clearly underrepresented in child-products marketing and there are huge opportunities for brands to utilise on this.
After all, dads are now more actively involved in parenting in contrast to previous generations, where the male’s role was predominantly the breadwinner.
Research shows that millennial dads are more likely to dress their kids than previous generations of fathers and 45 per cent more likely to bathe them. I can validate this because I am myself a millennial dad and I have showered my one-year-old son every morning since the day he was born.
However, this week, we will pay close attention to millennial mums’ attitudes and their relationship with brands. Mothers still command the most important role in raising young children up to the age of six, as advocated by Steve Biddulph, author of the book “Raising Boys”.
It is worth noting that millennial parents have started raising their children during times of global recession, which sadly have yet to pass. So it isn’t surprising when mums mention that personal finances are the main reason that keeps them up at night. Statistically speaking, 56 per cent worry about the cost of housing as opposed to 53 per cent of non-parents, and 56 per cent struggle with everyday living costs, compared with 51 per cent of non-parents.
These figures are the causes of heightened anxiety among millennial mums, as opposed to dads, who apparently are much more optimistic when it comes to dealing with personal finances and their outlook on the future.
Despite taking on higher responsibility and worrying about personal finances, millennial mums’ attention to beauty has not deteriorated. As a matter of fact, the reverse is more apparent.
Assuming the role of a mother doesn’t change the fact that she is still a woman and every woman’s inherent need is to be beautiful and remain forever young. According to IPG Mediabrands proprietary research data:
l 74 per cent of millennial mums try their best to stay youthful (43 per cent higher than the population as a whole);
l 47 per cent use anti-ageing products (67 per cent higher than the general population); and
l 40 per cent are willing spend more on expensive skincare brands (88 per cent more than the general population).
It is clear that not even the role of motherhood or recession can impinge on their quest for beauty, so brands must be aware of this factor when talking to mums.
Last but not least, 45 per cent of millennial mums claim to be addicted to tablet computers.
As they struggle to maintain old friendships, social media become a lifeline to their pre-parenting days.
Social media are described as their “me time” as they build and rebuild their social lives, creating different communities around themselves by being contributors – expressing feelings, showing appreciation and so on.
One of the biggest challenges today’s brands will face is how to be a part of those internal conversations without being intrusive, but positioning themselves as a partner, as brands continue to struggle against the backdrop of mums trusting more in key opinion leaders and strangers’ opinions than commercial advertisements.
Having said that, only 28 per cent of millennial mums find brand communications annoying, compared to dads at 34 per cent, and a further 47 per cent actually enjoy how brands communicate with them.
Being new to motherhood, millennial mums are at a vulnerable stage in their lives, so they are far more open and receptive to brand messages.
But utility and honesty about the product is key, because mums will not hesitate to expose dishonest brands online.
A harsh lesson was learned when MamyPoko received a public backlash for not putting the correct number of diapers into its packages. Fortunately, the company has acknowledged this fault and is trying to rectify the situation.
All in all, mums are increasingly anxious about their dual role in society and at home. Brands that can reassure mums that they are doing a fine job will win hearts over.
But they must be where they are and continue to create an open dialogue in a world where one-way communication no longer exists, so digital is imperative to this relationship.
Pradon Sirakovit, the author, is associate director, strategy and innovation, IPG Mediabrands.
