Marketing to Millennial Moms: Key Priorities

Marketing to Millennial Moms is a unique challenge for brands, as mothers are a diverse group with a wide range of needs, interests, and purchasing power.  In fact, data shows that the mom consumer controls 85% of household purchases and accounts for more than $3 trillion in spending power.  By understanding the key characteristics and priorities of this consumer segment, brands can create effective marketing strategies that resonate with moms and drive sales.

Convenience: First and foremost, brands should understand that moms are busy and often have limited time to devote to shopping or browsing for products. They are often looking for quick and easy solutions that can make their lives easier and save them time. Brands should therefore focus on highlighting the convenience and time-saving features of their products in their marketing messages.

Safety: Another important consideration is that moms are often looking for products that are safe and healthy for their families. They are more likely to choose products that are made with natural or organic ingredients, and are free from harmful chemicals or preservatives. It’s important for marketers to emphasize the safety and health benefits of their products.

Quality: Moms are also often looking for products that are high-quality and durable, as they want to make sure that they are getting the most value for their money. Brands should focus on highlighting the durability and long-lasting quality of their products.

Value: Another important consideration for brands is that moms are often looking for products that are affordable. They are looking for products that are good value for money and fit into their budget. Brands should make sure that their prices are competitive, and that they are offering discounts or other incentives to make their products more affordable for moms.

Edutainment: Marketers should also remember that moms are looking for products that are fun and engaging for their children. They are looking for products that will keep their children entertained and stimulated, and that will help them to learn and grow. Brands should therefore make sure that their products are age-appropriate, and that they are highlighting the educational and developmental benefits to appeal to moms.

Individuality: Finally, it is important to recognize that being a mom is one aspect of who they are as people.  Moms have their own interests, passions, and activities they enjoy.  Brands marketing to moms would do well to think of this powerful consumer well beyond their role as a mother by tailoring communications to them as individuals with as diverse a set of needs and interests as any other demographic.  

In conclusion, brands that want to succeed in marketing to Millennial Moms need to understand the unique needs and priorities of this demographic. By focusing on convenience, safety, quality, affordability, and fun, while recognizing their individuality, brands can create marketing messages that resonate with moms and drive sales.