There are now officially more millennials than baby boomers in the U.S., making this generation of influencers quite the newsworthy topic. There are seemingly endless articles dedicated to exploring and explaining their habits and preferences, and most of them treat millennials as one cohesive group — one that goes out as a unit to get flavored coffee and talk about how much they love emojis. These generalizations serve as a common shorthand to compare this generation to previous ones, but are not a particularly useful or insightful way to think about this huge group of people.
This is particularly true for millennial moms, a growing yet extremely diverse subgroup of the millennial generation. When a millennial woman starts a family, she begins to wield significant purchasing power and influence, becoming the target audience for products and services that support pregnancy, new babies, and growing families. Unfortunately, because most advertising falls back on the aforementioned millennial stereotypes, more often than not, traditional ads fail to reach her.
A Tale of Two Moms
So, what can brands do to reach more millennial moms? They can speak to them in their own language, tailoring their messages to the diverse moms they’re talking to. To paint this picture, let’s look at a real-life example. Two of my best friends are millennial moms, and their values and purchasing behaviors could not be more dissimilar.
One of them is a successful executive who’s actively seeking balance between career and family. She may be tech-savvy, but she doesn’t want to hear about technology for technology’s sake. This kind of stereotypical messaging falls flat when she’s on the receiving end. She only wants to hear about technology if it’s in the context of how it helps her do one of her two jobs — mom and business leader — more quickly and efficiently!
My other millennial mom friend is a stay-at-home mom. She leads a healthy and natural lifestyle, buying organic foods and products for her family and regularly practicing yoga and meditation. A few years ago, we traveled to South America together. She chose the vacation spot, and I wound up without access to the internet for a week! She loves to “unplug,” so generalized millennial messages around being tech-savvy are a complete miss with her.
How to Reach More Moms
When you start looking at individuals, it’s easy to see why it’s important for brands targeting millennial moms to be much more granular with their messaging, but it’s not as easy to put that knowledge into action. You need to understand the different types of messaging your brand needs to create, where you should place your ads to reach all millennial moms, and how you’re supposed to go about doing all that.
Recognizing this challenge, Ovia Insights surveyed 3,500 moms who are active on our Ovia Pregnancy app so they could tell us firsthand what they want. You can find the survey results in our new ebook, The Millennial Mom Digest: Moving Beyond One-Size-Fits-All Advertising. Consider it your introduction to all of the beautiful, diverse moms who want to learn about your brand. The ebook comes complete with information about how to reach millennial moms, what messaging resonates with them, and how you can use specific ads to capture their attention and speak their language.
Download the ebook today to start reaching more millennial moms with your ads!