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5 Tips to Help Brands Win Millennial Parents Over

5 Tips to Help Brands Win Millennial Parents Over

There has been a lot of focus on how to target and market to Millennials, especially since their purchasing power has grown to an estimated $200 billion annually. However, there has not been much talk about directing efforts specifically to Millennial parents, which is strange since Millennial moms, for example, represent 46% of women in their age group. How can brands win Millennial parents over with their marketing efforts? Follow these tips:

Show blended families.

The make-up of the Millennial family is quite different from prior generations. A growing number of marriages are interracial, and a lot of Millennial moms are single parents. When marketing to this group, advertisers must take this new kind of family into account. Advertisements should no longer show only the typical mom, dad and two kids living in suburbia in commercials, and should instead try to appeal to Millennial parents by showing more diverse families.

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Adopt healthy practices.

Six out of 10 Millennials claim to have healthier eating habits than their parents, and this behavior becomes even more pronounced once Millennials become parents. Millennial parents are interested in purchasing foods loaded with fruits and vegetables, vitamins and nutrients. In fact, price is not an issue when it comes to healthy eating for Millennials. Although higher income Millennial parents can easily afford to shop at natural or organic food stores, lower income parents cannot. Instead, this group of Millennial parents practices healthy eating by researching healthy recipes and buying fresh ingredients from regular grocery stores. Food distributors should take this into account when merchandising to attract Millennial parents and pair items that can be used in recipes together.

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Connect to them.

Although Millennials have traditionally been considered as adventurous eaters, this changes slightly when this generation becomes parents. When Millennials have kids, they are more likely than Millennial non-parents to buy comfort foods that somehow tie into their heritage and less likely to buy exotic foods that they don’t relate to. For example, Southern Millennials would be more likely to buy barbeque foods than non-parent Millennials, but less likely to purchase Mexican or Chinese foods. These parents are also drawn to foods that remind them of their childhood, which was the basis for the “Bring Back the Awesome” campaign by Fruit Loops.

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Be social.

It’s no surprise that Millennial parents are strongly influenced by social media, especially when it comes to beauty, fitness and fashion. Millennial parents spend, on average, four more hours per week on social media than non-Millennial parents, giving brands one more reason why they should direct advertising dollars to these platforms. Research shows that corporate Millennial moms are more likely to research beauty products than stay-at-home moms, probably because they have to use them on a daily basis. However, the group that spends the most time researching these categories is Hispanic Millennial moms. Because there is a huge opportunity to target Hispanic Millennial moms who are obviously looking for more information online, beauty supply distributors and brands should work together to coordinate in-store and online efforts directed at Hispanic moms. Brands should create how-to videos and actively show these moms ways to do their hair and makeup using Pinterest, Instagram and other platforms. These platforms should then direct buyers to stores where they can purchase the different products used.

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Be charitable.

One trait that does not go away when Millennials become parents is the desire to give back. Millennial parents are attracted to brands that have charitable backgrounds, and a few brands have had major success using this tactic. For example, Target was able to tie in their charitable efforts with a major life event–kids going back to school. When parents purchased back-to-school supplies at Target, the company matched the purchase with a donation to the Kids in Need foundation. Brands should attempt to create charitable campaigns around major life events that Millennial parents care about, whether it’s having a baby or starting kindergarten. This will help Millennial parents connect to the campaign and drive them to participate.

How do you think brands should market towards Millennial parents? Share your thoughts in the comments below.

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Joel Goldstein

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Last Updated on May 23, 2021

10 Best Free Job Apps You Need For Effective Job Hunting

10 Best Free Job Apps You Need For Effective Job Hunting

Seeking for the right job but not sure how to do it in a more effective way?

Try job search apps!

To make the job hunting process easier, I’m recommending 10 best job apps that can help you look for the right match anywhere at any time. The best of all? They’re all free!

1. jobandtalent

jobandtalent

    Great for browsing new jobs as you commute home via subway, bus or carpool, the jobandtalent app is like a Pinterest for job seekers.

    Easily browse, save and revisit job postings from your smartphone and receive notifications about jobs that match your professional qualifications.

    Download it for iOS and Android.

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    2. Jobr

    jobr

      This job hunting app is unique in that it lets you anonymously browse job listings based on your professional resume. If a company that you like also shows an interest in you, the app let’s you chat directly with a company rep. Great for getting your foot in the door and making a memorable impression.

      Download it for iOS.

      3. Monster Job Search

      monster job search

        I’m a big fan of Monster. It’s one of the first job sites employers think of when they want to list a new position online. The Monster Job Search app functions pretty similarly to the normal website, so it’s very easy to use for not-so-tech-savvy job hunters.

        Download it for iOS and Android.

        4. Jobs and Career Search

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        job and career search

          This is a good, simple app for browsing global locations for your next job. With a job index of more than 50,000 jobs listed globally, this app is a good choice if you are moving to a new area and want to line a new job up quickly.

          Download it for iOS.

          5. Hyper Networking Groups

          hyper networking groups

            This job hunting app isn’t so much a job hunting app as it is a connections hunting app. It’s great for learning who’s who in your desired field and forming connections. It also shows you how you and your industry connections are connected via your social networks, so you can follow up with them on your other social sites.

            Download it for iOS.

            6. CardDrop

            CardDrop

              CardDrop is an awesome job hunting app that let’s you digitally drop and pick up virtual business cards. This app is great for helping you make new connections at seminars, interviews, meetings and conferences. You can also attach social media profiles to the cards you pick up or send to enable easier connecting on social networks.

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              Download it for Android and iOS.

              7. Job Interview Questions

              interview questions both

                Okay, so this app looks kind of outdated, but it’s super useful for getting you into the swing of answering any kind of interview question that is thrown your way. The big benefit of using this app is that it explains to you what your interviewers motivations might be for asking you a specific kind of question. Learn what your interviewer is looking for in your answers and be more prepared for the real interview when the time comes.

                Download it for Android.

                8. 101 Interview Questions and Answers

                101 both

                  This app is great because it provides guidance about the kinds of answers you should give for each kind of question. Think of it as an essay rubric but for job interview questions.

                  Download it for Android.

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                  9. Job Interview Question-Answer

                  q and a

                    Feeling confident with your text-answered interview questions but concerned about doing the face-to-face interview? This app prepares you for interacting with your interviewer by simulating an employer asking you questions.

                    You can record your response and see what you look like to the interviewer to understand what movements, vocal pauses, etc. you need to work on.

                    Download this app for iOS and Android.

                    10. HireVue

                    hirevue

                      HireVue is a great job hunting app for those times when your interviewer wants to get some preliminary questions out of the way.

                      When an interested employer wants to interview you, they send you a request via HireVue and you can answer it in your free time, when you’re ready. Your interview might consist of a some FaceTime, some multiple choice questions or open-ended text answers and can be completed and sent to the interviewer when you’re finish.

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                      Download it for Android and iOS.

                      Featured photo credit: Yura Fresh via unsplash.com

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