|How Brands Can Use Empathy to Connect With Millennial Moms
Millennial moms are a cross between "Leave it to Beaver"'s June Cleaver and "Odd Mom Out"'s Jill Kargman: They want to do the best for their families while embracing the imperfections of parenting (and life). They also represent the greatest lifetime monetary value of any consumer segment in the history of marketing.
Connelly Partners' Millennial Mom Project followed a group of millennial moms recently over an eight-week period. Although they share many of the maternal tendencies and traits of prior generations, there are very distinctive qualities and tendencies, and an opportunity for marketers to create messages with pure empathy to reach them.Here are some insights:
1. Millennial moms have it tough. The complexity of being a good mom has never been greater. Although previous generations of moms might have something to say about it, the millennial mom's perception is her reality. She's a cyber-security expert and secret service agent. Her "trust no outsider" mentality means keeping a smaller universe for her children to live in and interact with. This small universe gives mom a more manageable force-field to operate from and let her guard down more easily.
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This was originally published on AdAge. A link to the original story follows this post.
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