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
Democratize customer experience
Develop content-driven campaigns that speak to Millennials
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.
Jeff Fromm is President of FutureCast, a Millennial marketing consulting firm, and co-author of Marketing to Millennials. Marissa Vidler is founder and Research "Genius" of Clear Box Insights, a marketing research firm.
CONTENTS Foreword ix Acknowledgments xiii Introduction 1 Chapter 1: Who Are They Now? 7 Chapter 2: Welcome to the Ization Nation 47 Chapter 3: Fifty Shades of Your Brand 87 Chapter 4: The Power of Energy 119 Chapter 5: The Middle of the Road Could Be the End 157 Chapter 6: Spotlight on Millennial Dads 193 Afterword 201 Notes 203 Glossary 211 Index 217 About the Authors 225