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How do you associate your brand with millennial mums?

They say that it takes a village to raise a child. In this day and age, millennial mums have the luxury and convenience of a “social media village”, thus, having a different relationship with branding. They use their digital devices as a research and shopping tool before buying things online.

While most traditional mums refrain from social life after giving birth, millennial mums join social media networks, chat groups and peer support groups such as breastfeeding groups. They are more comfortable with such digital platforms when seeking support from other mums for parenting tips and inspiration. They are contrarians from the traditional parenting style of their ancestors in yesteryears. They abide by their own rules, pick up tips from online peer support groups, want to be unique and prove that they do things differently. Therefore, marketers would need to ascertain these millennial mums’ needs and convert them to be an advocate for their brand.

Being brand conscious; these millennial mums prioritize monetary value as well as the quality of products compared to any other customer segment in the history of marketing. They see threats in the environment, are protective of their children and tend to buy the most expensive item, assuming it is of the best quality.

Products such as a child car seats, sleeper hoods, food products and the latest electronic devices fall in this category. However, before they buy any products or services, they would check online reviews or consider opinions from other mums in their various networks. Most millennial mums’ conversations sound like, “What food does your child eat?” “Is it plant-based?” “Organic or non-organic?” “Which doctor do you bring your child to?” Millennial mums would always strive the best for their child. 

With the changing times, marketers need to understand the shift in behaviours. Are millennial mums brand loyal? What exactly do they want?

Millennial mums are very attuned to what is happening in the digital space as they were part of the rise in digitalisation and social media networks; hence, are more vocal in their opinion. They are loyal to the brands they use and would actively promote the products in their circle. Loyalty programmes are vital for building brand loyalty for these niche customers.  Most would want to join in such programmes for the bonus points and discounts as ultimately these mums aim to save money while providing the best for their child.

Having said that, millennial mums need full disclosure of information about the products and services such as ingredients and nutritional content. Marketers would find it easier to connect with them by making the content of their product publicly available online as most mums are more likely to buy online than from a physical shop.

Another critical factor of millennial mums is brand choices. Despite the digital transition, it is surprising to see that millennial mums tend to gravitate to traditional products, which they used in their childhood. Therefore, marketers would be successful by reigniting nostalgia and good memories with their product if millennial mums are or were once familiar with it. Companies cannot rely on brand push strategy anymore. They need to revisit their approach to humanise their brands to ensure market effectiveness and to sustain in the digital market.