Marketing to Millennial Moms: Parenting More Important Than Marriage
June 22, 2011 § 1 Comment
We have all been reading about the demise of marriage as more singles marry later or not at all. Now this interesting bit of info comes from the Pew Research Center: Millennials (18-29 year olds) value parenthood over marriage.
A 2010 Pew Research survey found that 52% of Millennials say being a good parent is “one of the most important things” in life. Just 30% say the same about having a successful marriage — meaning there is a 22-percentage-point gap in the way Millennials value parenthood over marriage. When the same question was asked of Generation X in 1997, the gap was just seven points.
As you might expect, while parenting is important, many adults don’t think that having two adults in the household is necessary for happy and successful child rearing. Currently 51% of all births to Millennials are born out of wedlock.
There is a gradual change in the behavior of different generations toward marriage. Currently 22% of Millennials are married. At their same age, three-in-ten Gen Xers were married, and four in ten Baby Boomers were married.
What does this mean for marketing? Well, for one thing, marketers shouldn’t depend on the traditional nuclear family shots. Single moms do not want to be talked down to. And it is important to provide them with information that is relevant and helpful to their lifestyle.
- Money, Media, Marriage and Millennials…What is the Next Generation of Influencers Thinking? (prnewswire.com)