Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents

Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents

Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents

Millennials with Kids: Marketing to This Powerful and Surprisingly Different Generation of Parents

Synopsis

While everyone was bemoaning their alleged laziness and self-absorption, the Millennial generation quietly grew up. Pragmatic, diverse, and digitally native, this massive cohort of 80 million are now entering their prime consumer years, having children of their own, and shifting priorities as they move solidly into adulthood.

Millennials with Kids changes how we think about this new generation of parents and uncovers profound insights for marketers and brand strategists seeking to earn their loyalty. Building on the highly acclaimed Marketing to Millennials, this book captures data from a new large-scale generational study and reveals how to:

Enlist Millennial parents as co-creators of brands and products • Promote purpose beyond the bottom line • Cultivate shareability • Democratize customer experience • Integrate technology • Develop content-driven campaigns that speak to Millennials • And more

A gold mine of demographic profiles, interviews, and examples of brand successes and failures, this book helps marketers rethink the typical American household--and connect with these critical consumers in the complex participation economy.

Excerpt

As the CEO of Beazer Homes, I have had my eye on the Millennial generation for several years. You simply can’t be in a consumer-facing business without acknowledging that we face an unprecedented test: Understand, interact with, and ultimately meet the needs of these Millennials, or run the risk of being passed by the most important demographic wave of the century. It is not an exaggeration to say that these enigmatic and yet powerful young adults hold most consumer markets in the palms of their hands. Their behaviors and preferences will impact the future of today’s most successful brands even as they embrace new and disruptive brands.

After reading Marketing to Millennials— coauthored by Jeff — I felt as if I had a reasonable grasp on the Millennial generation. I had a better sense of what they were looking for, how they were looking, and what they expected to happen when they found “it.” This led to actionable and measurable strategies we put to work in our company.

Then those pesky Millennials had to go and grow up and start their own families and change the rules … again.

We were told in Marketing to Millennials that 18-to 34-year-olds were the enigma generation. Now they are rapidly becoming the . . .

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