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While everyone was bemoaning their alleged laziness and self-absorption, the Millennial generation quietly grew up. Pragmatic, diverse, and digitally native, this massive cohort of 80 million are now entering their prime consumer years, having children of their own, and shifting priorities as they move solidly into adulthood.
Millennials with Kids changes how we think about this new generation of parents and uncovers profound insights for marketers and brand strategists seeking to earn their loyalty. Building on the highly acclaimed
Marketing to Millennials, this book captures data from a new large-scale generational study and reveals how to:
- Enlist Millennial parents as co-creators of brands and products
- Promote purpose beyond the bottom line
- Cultivate shareability
- Democratize customer experience
- Integrate technology
- Develop content-driven campaigns that speak to Millennials
A gold mine of demographic profiles, interviews, and examples of brand successes and failures, this book helps marketers rethink the typical American household - and connect with these critical consumers in the complex participation economy.
List of contents
CONTENTS
Foreword ix
Acknowledgments xiii
Introduction 1
Chapter 1: Who Are They Now? 7
Chapter 2: Welcome to the Ization Nation 47
Chapter 3: Fifty Shades of Your Brand 87
Chapter 4: The Power of Energy 119
Chapter 5: The Middle of the Road Could Be the End 157
Chapter 6: Spotlight on Millennial Dads 193
Afterword 201
Notes 203
Glossary 211
Index 217
About the Authors 225
About the author
JEFF FROMM is Executive Vice President at Barkley, with over 25 years' experience working with major brands including Hallmark, Sears, and PayLess.MARISSA VIDLER is founder of Clear Box Insights, a marketing research firm specializing in shopper insights and the Millennial consumer.
Summary
While everyone was bemoaning their alleged laziness and self-absorption, the Millennial generation quietly grew up. Pragmatic, diverse, and digitally native, this massive cohort of 80 million are now entering their prime consumer years, having children of their own, and shifting priorities as they move solidly into adulthood. Millennials with Kids changes how we think about this new generation of parents and uncovers profound insights for marketers and brand strategists seeking to earn their loyalty. Building on the highly acclaimed Marketing to Millennials, this book captures data from a new large-scale generational study and reveals how to: Enlist Millennial parents as co-creators of brands and products * Promote purpose beyond the bottom line * Cultivate shareability * Democratize customer experience * Integrate technology * Develop content-driven campaigns that speak to Millennials * And more A gold mine of demographic profiles, interviews, and examples of brand successes and failures, this book helps marketers rethink the typical American household-and connect with these critical consumers in the complex participation economy.
