How to Market More Effectively to Millennials

Millennials with children have very different values and preferences, according to new study

Millennials are one big tribe of trend-savvy, brand-conscious consumers, right? Not so, says a new study into this coveted target audience of 18-to-34-year-olds by Barkley, a marketing agency based in Kansas City.

The study looked into the consumer records and attitude surveys of nearly 11 million members of the older half of that demographic and found they have different values and preferences than the younger half---mainly because so many older Millennials are parents.

Of the 78 million Millennials in the U.S, some 31 million are parents. The study found that Millennial parents are more pragmatic than younger Millennials and more conscious of health, the environment, social causes, saving money, and raising kids with strong family values.
What does this mean to marketers? For one thing, you’re more likely to find Millennial parents prowling the aisles of Lowe’s and Wal-Mart than H&M and Sephora.


“The takeaway for marketers is that Millennials aren’t a monolith,” said David Gutting, Barkley’s strategic director. “And kids versus pre-kids makes a big difference.” Marketers should start adapting their strategies now, because the study forecasts that 80% of Millennials will be raising kids within 10 years.

If you’re in the Chicago area next Tuesday, Oct. 22, you’ll have a great opportunity to gather more insights into marketing to Millennials when Yahoo leads a panel discussion at the Museum of Broadcast Communication that will dive deeply into the habits and concerns of this influential demographic. Register now, and if you can't make it, stay tuned to the blog for a recap of the panel discussion.