Marketing to Millennial Parents?

And how they watch YouTube reveals some broader insights into their unique values and parenting styles.

Picture a millennial. What do you see? A tech bro in a sweatshirt parked in front of a computer? A twenty-something snapping a selfie? You probably didn't picture a parent spending time with one or two children. And yet, as the oldest millennials approach 40, more than 40% of the generation identifies as parents.

Google conducted a research with Flamingo and Ipsos Connect to understand what makes millennial parents different, and what those differences mean for brands that are trying to make contact.

If you're marketing to millennials, maybe it's time to question if your preconceptions match reality. Here are a few do's and don'ts for connecting with millennial parents.

Don't assume you're talking to Mom

"We're not adhering to gender roles. My daughter does joke that she's never seen me [mom] wash a dish. We want our daughter to see herself as an equal person in the world who is worthy of her work being respected, her thoughts being respected." —Tenika, 30

Millennial dads are taking active roles as parents. This is especially true on YouTube, where we find that dads watch more parenting-related content than moms do.

86% of millennial dads turn to YouTube for guidance on key parenting topics like preparing meals, using a product, or assembling gear.

82% of millennial dads who watch videos on YouTube related to general or pop culture news do so to connect with their children.

Audi’s work is a great example of a brand that's thinking creatively about dads:

Millennial parents take on a more intimate, less hierarchical role with their children than parents of previous generations. To that end, they want an open, honest dialogue with their children. In fact, nearly 8 out of 10 millennial parents agree that their child is one of their best friends. And 74% of millennial parents involve their children in household decisions.

72% of millennial parents say they watch YouTube as a parent to stay “in-the-know” about their children’s world.

Even as parents, millennials hold onto their personal passions more than past generations. That can mean making time for themselves, incorporating their kids into their hobbies, or both.

"I would definitely trust brands. When an actual brand is telling you how to use a particular product, especially when dealing with an infant, it tells you whether or not you're doing the procedure correctly." —Ana, 33

3 in 4 millennial parents are open to videos by brands or companies on YouTube when seeking guidance on parenting topics.

Johnson's Baby is a great example of a brand that was there in a moment of need, with step-by-step tutorials for putting baby to sleep.

Source: www.thinkwithgoogle.com