The first children of the internet age are now the most dominant parenting group, with an economic impact and influence on parenting trends like never before.
Born between 1981-1996, millennials are currently between the ages of 28-43—a time when people typically start and grow their families. Yet the birth rate in the U.S. is at its lowest since 1979, largely due to this generation choosing to have fewer kids or not have them at all, citing high costs and environmental concerns as some of their top reasons. This is expected to weigh on the economy over the next 10 years and beyond. To tap into a smaller set of highly selective caregiving consumers, brands in the baby industry must fully understand the nuances of their world, the challenges they face, and the choices they make.
The Unique Challenges of Millennial Parenthood
Although there are fewer babies being born, being a caregiver today has become harder than ever. That’s not hyperbole—the U.S. Surgeon General issued an advisory on the mental health and well-being of parents in 2024. A complex mix of historical, cultural, and technological factors has influenced millennial parents’ worldview, making their caregiving choices weightier—from feeding to discipline, every decision is a big deal. They are navigating an overwhelming amount of often conflicting advice, primarily sourced from the vast reaches of the internet. This includes intense pressure from social media to live up to high standards that involve more hands-on and emotionally focused parenting styles. Brands that break through the clutter with clear, research-backed knowledge to support informed decision-making will be seen as reliable resources and drivers of choice.
From Anxiety to Action: Prioritizing Emotional Resilience
From Consumer to Advocate: Making Values-Based Choices
Millennials came of age amidst economic and environmental instability, globalization, and significant social movements. As parents, they tend to be socially conscious and favor brands that demonstrate corporate social responsibility, ethical practices, and sustainability. Their purchasing power is now closely aligned with these values, forcing the market to adapt to meet their expectations. They prefer brands that engage with them openly and directly, whether through personalized experiences or social media. They’re gravitating toward brands like Frida, known for their honest and transparent portrayals of parenthood and its struggles. Brands that prioritize meaningful engagement with a clear point of view will differentiate in a crowded market and gain a loyal following among parents who view their purchases as reflections of their personal beliefs.
Raising the Bar for the Baby Industry
Millennial parenting trends point to more informed, cautious, and resource-conscious practices. Parents are pushing for greater societal and governmental support, indicating that businesses need to align with these needs as well. Initiatives like Moms First, supported by formula brand Bobbie, highlight the importance of advocating for parents’ needs at all levels—social, political, and corporate. Meanwhile, external factors—such as economic conditions, regulatory requirements, and new nimble category entrants stealing market share—are putting pressure on brands in this space to evolve or risk losing relevance with caregiving consumers. In a time when people lack “villages” to help raise their families, millennials want to feel valued and supported by the companies they patronize—brands that understand the broader needs of parents will stand out.
Key Considerations for Brands
- Understanding Your Consumer: Get clear on a specific parent profile for your brand. Although millennial parents may share some characteristics, they are far from monolithic. Look closely at who you’re talking to, their needs and desires.
- Building Trust: Stand out with straightforward, well-researched information to back up your claims, and empower caregivers to make confident, informed choices.
- Providing Emotional Support: Offer parenting tools, community platforms, and expert advice to support emotional wellness and create a sense of community. Be part of the “village.”
- Aligning with Values: Emphasize eco-friendly materials, low-impact sustainable products, ethical practices, and transparent communication to build loyalty among socially conscious consumers.
- Advocating for Parents: Engage in advocacy for affordable childcare and parental leave to demonstrate genuine support for parents and their broader needs beyond your product.
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