The Millennial
Parenthood Brief

Inside the Life of
Modern Parents

Next Section

Understanding
Millennial Parents

Understanding
Millennial Parents

Introduction to Millennial Parents

Millennials. Have you heard of them? The often-called selfie generation has been characterized as entitled, narcissistic owners of participation trophies.

Theyre allegedly drowning in debt, cant find the way out of their parents basement and have been accused of killing every industry from cars to casual dining. There are plenty of misguided myths and uninformed opinions out there on Millennials, so as they set out on their biggest endeavor yet – parenting – lets level set on the facts and set the record straight.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. money

Economic Outlook

A new world, a new world-view. As they face lower employment levels, smaller incomes and , often times, hefty student loan payments, their view towards traditional life milestones looks dramatically different than their predecessors.

Millennials and Millennial parents put off homeownership

The current US homeownership rate is 63.6%. Only 37% of Millennials owned their own home in 2016.

Marriage and parenthood are not necessarily intertwined

52% of Millennials say being a good parent is one of the most important things in life. Just 30% say the same about having a successful marriage.

While slow to marry and start families, most look forward to doing both

Among 18- to 29- year-olds who are not currently married and have no children, 70% say they want to marry and 74% say they want to have children.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. arrows

Identity in Transition

Millennials, more than their predecessors, are incredibly identity-driven. Social media has created a culture that promotes self-expression and self-exploration. But parenthood adds an additional filter to this shifting identity, and Millennial parents often struggle with balancing their own personal identity with their new parenting role.

Millennial parents struggle with the duality of new parenting identities

Millennial moms and dads describe parenthood as a significant component of their identities (60% of Millennials), but they often struggle with the transition.

Entrepreneurial mindset shapes team-first parenting dynamics

Millennials and Millennial parents are increasingly entrepreneurial, and they bring this mentality to their parenting style, involving kids in bigger family decisions.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. tablet

Technology & Connectivity

The online world — and social media in particular — has given Millennials a platform to reach the world. This environment has significantly increased the level of exposure Millennials and parents experience as their actions, options and personal identities are amplified online.

Millennial parents have elevated expectations for technology as a parenting utility

Top reasons Millennial moms and dads use smartphones while shopping:

  1. Product reviews
  2. Comparing prices
  3. Searching for coupons or deals

Social communities inspire discovery and exploration among new parents

71% of Millennial moms and dads rank parenting websites, online forums, parenting blogs and social networks among their top parental influences.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. health

Health & Wellness

The rise of technology has also given way to more transparency and access to information around health and wellness. Millennials and Millennial parents are armed with tools to track, monitor and share information on their personal and family journeys toward a healthy lifestyle.

For Millennials and Millennial parents, wellness is an active pursuit and a lifestyle commitment

60% of Millennials say they try to work out on a regular basis, and 26% consider themselves health fanatics.

Fitness is intertwined with all aspects of life including their social lives

Millennials see fitness as a collaborative activity, and theyre motivated by sharing their fitness goals and routines. This shared accountability is also found in the Millennial family as parents work to establish healthy habits for their children.

Five Millennial
Parent Segments

Understanding the Differences Among Millennial Parents

Nothing changes life quite like having a child—and now the generation that has clung to its youth more than any other is about to leave all that behind. Millennials approach this emergence into parenthood in very different ways. These are the five unique segments of Millennial parents.

Next Section

Five Millennial
Parent Segments

Image First

7

Five Millennial
Parent Segments

Segment 1 – Image First

This is the smallest but most distinctive of the five segments we identified. Its a highly image-conscious group and the one with the highest level of diversity. On a wide range of views and behaviors, Image First stakes out territory markedly different from other Millennial parent segments. Confident and ambitious, Image First is highly attached to social media networks and thrives on constant interconnection.

Five Millennial
Parent Segments

Family First

26

Five Millennial
Parent Segments

Segment 2 – Family First

Family First couldnt be more different from Image First. Its one of the two largest segments, and its the only one that looks like the America we used to know: predominantly white and living in traditional families in which the parents are married to each other. Even though its the most educated of the segments, its members care little about style, fashion or the latest trends in food and health. As their name suggests, what counts is family.

Five Millennial
Parent Segments

Under Stress

17

Five Millennial
Parent Segments

Segment 3 – Under Stress

This is another ethnically diverse group. It’s the second weakest both in educational attainment and in income (behind “Image First”), but, unlike “Image First,” it reflects attitudes and behaviors that show much less confidence and optimism. They are not your stereotypical Millennial. In fact, their usage of social networks is somewhat lower than the general population, and their consciousness around food, health and style is lower than any other segment and is even weaker than the general population.

Five Millennial
Parent Segments

Style &
Substance

26

Five Millennial
Parent Segments

Segment 4 – Style & Substance

This segment is one of the two largest, along with “Family First.” However, it is much more ethnically diverse—in fact, its composition closely matches the ethnic profile of Millennial parents overall. It mirrors “Image First” with many of its attitudes on style, fashion and health—though its views are more muted than in the “Image First” group. They have traditional families like “Family First,” but their worldview is more global and expansive, and they are more driven by desire for success.

Five Millennial
Parent Segments

Against the
Grain

24

Five Millennial
Parent Segments

Segment 5 – Against the Grain

This group gets its name because it runs so counter to most Millennial viewpoints. So many of the things we attribute to Millennials—such as a sense of empowerment and an adventurous spirit—do not show up with this group. While “Image First” is made up of people who view themselves as leaders in every way, “Against the Grain” members lag behind. What defines them? More than anything, they work very hard but don’t make much progress.

Looking Inside the Millennial
Parent Household

The Millennial Mindset® Influence

In order to enter the hearts and minds of Millennial parents, you must first understand the mindsets that drive new parenting attitudes and behaviors. The influence of the Millennial Mindsets® have brought forward a new American household which looks much different today than it did even five years ago. Lets take a look at a few areas in the modern home that have seen some of the most dramatic shifts fueled by modern parents and the Millennial Mindsets.

Next Section

Inside the Modern
Parent Household

Inside the Modern
Parent Household

The Influence of the Millennial Mindsets®

How can brands begin to navigate, prioritize and, more importantly, quantify the coveted Millennial influence? To answer this question we took what we knew about Millennials and extended it to the general population. Through our research we found that six overarching mindsets emerged among all modern consumers, proving that the Millennial Mindset transcends generations.

Icon. heart
Self – Emotional Connections

Icon. message
Social – Conversational & Participative

Icon. lock
Accessible – Simplifies Life

Icon. bulb
Innovative – Constant Reinvention

Icon. hands
Trusted – Puts Consumers Needs FIrst

Icon. plus
Purposeful – Adding Good

Inside the Modern
Parent Household

Inside the Modern
Parent Household

What You Might Find Inside the Family Fridge

Icon. strawberry

Fresh Produce – Parents are looking for healthier, fresher foods
for both themselves and their families. Their on-the-go lifestyle requires convenient, right-sized portions and meal-prep solutions without trading off freshness.

Icon. beer

Take Out – Last year marked the first time Americans spent more at restaurants than at grocery stores. Millennials are driving this trend and fueling the fast casual sector as they look for convenient alternatives to home-cooked meals.

Icon. milk

Experimental Flavors – Millennial parents have a social and experiential view towards food and family meal-time. They enjoy experimenting with unique flavors, and they use things like spices, sauces and even craft beer to satisfy their appetite for flavor adventure.

Inside the Modern
Parent Household

Inside the Modern
Parent Household

What You Might See Within the Millennial Closet

Icon. shopping-bag

Online Shopping – The convenience of online retailers has Millennial parents filling their online carts as fast as they can. However, B&M retailers work to stay relevant by embracing tech and ecommerce to create a unique, frictionless shopping experience. For Millennial parents, the future of retail rests at the intersection of accessibility and personalized experience.

Icon. shirt

Athleisure Apparel – On-the-go Millennial parents are beginning to blend need-states and occasions across categories including apparel and footwear. They look for apparel products that can transition and adapt with their dynamic and often unpredictable lifestyle.

Icon. soda

Private Label Brands – Millennials are frequently pegged for not being brand loyal, but the reality is that they are savvy when value comparing. Private label brands have found a sweet spot for Millennial parents who dont mind trading down for the right buy.

Inside the Modern
Parent Household

Inside the Modern
Parent Household

What You Might Discover on the Coffee Table

Icon. passport

Travel Souvenir – Rather than collecting things, Millennials prefer to collect experiences. While young adults have traditionally worked hard to be able to afford cars and homes, Millennials value experiential currency. Millennial parents also look to invest in shareworthy adventures and want to travel the world with their families.

Icon. phone

Multiple Connected Screens – Hyper-connected, digitally native Millennials are extremely comfortable on multiple screens at once. For Millennial parents, cross-screen connectivity is a key parenting advantage. They turn
to social and search for crowd-sourcing and parent networking.

Icon. bottle

Sustainable Products – Millennial parents are especially skeptical of brands and their true intentions. When a brand is transparent and has an authentic purpose and values that align with their own, Millennials are more likely to stand with them.

Now
What?

Unlocking Your Brands Potential with Millennial Parents

Weve reviewed the facts, outlined the segments and taken a tour of the Millennial parent household. Now its time to take the next step in your journey toward connecting your brand with the Millennial Mindsets and unlocking your greatest possible future with Millennial parents.

Next Section

Now
What?

Now
What?

Key Takeaways

Three of the Most Critical Things You Need to Understand
About Millennial Parents

  1. Millennial idealism will shape a new global-citizen parenting mentality. Millennial parents will instill in their children an unprecedented sense of individual tolerance, inclusivity and social responsibility, and well begin to see how this progressive world-view enters mainstream culture.
  2. From food to fitness, a broadened definition of healthy will influence key parenting decisions. Millennial parents will set a new standard when it comes to health, nutrition and fitness. And, perhaps more importantly, theyll raise expectations for corporate brand transparency.
  3. Consumer-centered brands that stand for more than the bottom line will inspire a bright future for conscious capitalism. Millennial parents will support purpose-driven brands that reflect their values and that demonstrate proof behind their ideals.

Now
What?

Now
What?

The Questions You Need to Ask

If youre not sure how to get started on your path to reaching, engaging and co-creating with your Millennial parent consumers, heres a few questions you have to ask (and answer):

  1. Which Millennial Mindsets are most relevant to your brand and category for driving growth?
  2. Does your brand have a clear editorial authority and content strategy that reflects your consumers values and needs?
  3. What is your strategy for creating uniqueness and meaningfulness?
  4. How are you inviting participation from your consumers to be a part of your brand story?
  5. What is your plan for innovation and brand transformation in the age of digital disruption?

Now
What?

Now
What?

Getting Started

Barkley has developed a suite of engagements for insights on your brand and category — leading to key implications and recommendations to unlock your greatest possible future.

Millennial Parent Disruption Workshop

The goal of this engagement is to quickly identify key opportunities for your brand to disrupt and penetrate the Millennial parent landscape.

Millennial Parenthood Immersion

Qualitatively, the best way to understand how your Millennial parent consumers think and behave is to immerse yourself in their lives.

Millennial Mindset Study & Demand Landscape

This in-depth analysis looks at common values, attitudes, behaviors and needs that transcend demographics of generational cohorts and quantifies the growth opportunity by Mindset.

Now
What?

Now
What?

Heres Some Proof That
We
ve Been Here Before

Millennial parents have plenty to worry about already — but nothing is more important than the safety of their children. Britax wanted to send out a signal to parents to remind them that safety is much more than a product benefit.

Learn More >

As they struggle to balance personal identity with new parenting roles, the transition into parenthood isnt easy for identity-driven Millennials. Dads in particular struggle with this shift, so DQ set out to combat Dads identity dilemma and reframe what it means to be a modern dad.

Learn More >

Millennial parents are demanding a new level of transparency when it comes to the food they put on the table. As they seek out more information on where their food comes from, Cargill decided to invite their customers in for a closer look.

Learn More >

Millennial
Parent Lessons

Millennial
Parent Lessons

What’s Next?

If youre interested in learning more about Barkleys modern consumer research, here are some ways to get started:

Getting to Know Gen Z

The Pivotal Generation, as we call them, is quickly becoming one of the most powerful forces in our market. As members of this cohort start to form their own brand preferences and develop personal buying behaviors different from the Millennials before them, marketers will need to be on the forefront of this shift if they hope to find future success. Learn more in our latest report.

Download Full Report >

Share. Like. Buy.

marketing

Since 2011, Share.Like.Buy. has been the leading conference for marketing to Millennials. This year, were focusing on the next generation of modern consumers, Gen Z. We hope youll join us on October 18-19 for some of the best youth marketing knowledge and networking of the year!

About
Barkley

We’re Barkley, a fiercely independent creative + innovation company that specializes in modernizing brands for the future. We like big challenges almost as much as we like brave ideas. You can learn more about us here, or you can give us a shout.

If you want to see more about our work on Millennials, check out one of the books we’ve published! (*Yes, we do see the irony in publishing an analog book on the first digitally-native generation.
But hey, vinyl made a comeback!)

Contact Barkley
Contact Barkley
Previous Section

The Millennial
Parenthood Brief

Inside the Life of
Modern Parents

Next Section

Understanding
Millennial Parents

Understanding
Millennial Parents

Introduction to Millennial Parents

Millennials. Have you heard of them? The often-called selfie generation has been characterized as entitled, narcissistic owners of participation trophies.

Theyre allegedly drowning in debt, cant find the way out of their parents basement and have been accused of killing every industry from cars to casual dining. There are plenty of misguided myths and uninformed opinions out there on Millennials, so as they set out on their biggest endeavor yet – parenting – lets level set on the facts and set the record straight.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. money

Economic Outlook

A new world, a new world-view. As they face lower employment levels, smaller incomes and , often times, hefty student loan payments, their view towards traditional life milestones looks dramatically different than their predecessors.

Millennials and Millennial parents put off homeownership

The current US homeownership rate is 63.6%. Only 37% of Millennials owned their own home in 2016.

Marriage and parenthood are not necessarily intertwined

52% of Millennials say being a good parent is one of the most important things in life. Just 30% say the same about having a successful marriage.

While slow to marry and start families, most look forward to doing both

Among 18- to 29- year-olds who are not currently married and have no children, 70% say they want to marry and 74% say they want to have children.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. arrows

Identity in Transition

Millennials, more than their predecessors, are incredibly identity-driven. Social media has created a culture that promotes self-expression and self-exploration. But parenthood adds an additional filter to this shifting identity, and Millennial parents often struggle with balancing their own personal identity with their new parenting role.

Millennial parents struggle with the duality of new parenting identities

Millennial moms and dads describe parenthood as a significant component of their identities (60% of Millennials), but they often struggle with the transition.

Entrepreneurial mindset shapes team-first parenting dynamics

Millennials and Millennial parents are increasingly entrepreneurial, and they bring this mentality to their parenting style, involving kids in bigger family decisions.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. tablet

Technology & Connectivity

The online world — and social media in particular — has given Millennials a platform to reach the world. This environment has significantly increased the level of exposure Millennials and parents experience as their actions, options and personal identities are amplified online.

Millennial parents have elevated expectations for technology as a parenting utility

Top reasons Millennial moms and dads use smartphones while shopping:

  1. Product reviews
  2. Comparing prices
  3. Searching for coupons or deals

Social communities inspire discovery and exploration among new parents

71% of Millennial moms and dads rank parenting websites, online forums, parenting blogs and social networks among their top parental influences.

Understanding
Millennial Parents

Understanding
Millennial Parents

Icon. health

Health & Wellness

The rise of technology has also given way to more transparency and access to information around health and wellness. Millennials and Millennial parents are armed with tools to track, monitor and share information on their personal and family journeys toward a healthy lifestyle.

For Millennials and Millennial parents, wellness is an active pursuit and a lifestyle commitment

60% of Millennials say they try to work out on a regular basis, and 26% consider themselves health fanatics.

Fitness is intertwined with all aspects of life including their social lives

Millennials see fitness as a collaborative activity, and theyre motivated by sharing their fitness goals and routines. This shared accountability is also found in the Millennial family as parents work to establish healthy habits for their children.

Five Millennial
Parent Segments

Understanding the Differences Among Millennial Parents

Nothing changes life quite like having a child—and now the generation that has clung to its youth more than any other is about to leave all that behind. Millennials approach this emergence into parenthood in very different ways. These are the five unique segments of Millennial parents.

Next Section

Five Millennial
Parent Segments

Image First

7

Five Millennial
Parent Segments

Segment 1 – Image First

This is the smallest but most distinctive of the five segments we identified. Its a highly image-conscious group and the one with the highest level of diversity. On a wide range of views and behaviors, Image First stakes out territory markedly different from other Millennial parent segments. Confident and ambitious, Image First is highly attached to social media networks and thrives on constant interconnection.

Five Millennial
Parent Segments

Family First

26

Five Millennial
Parent Segments

Segment 2 – Family First

Family First couldnt be more different from Image First. Its one of the two largest segments, and its the only one that looks like the America we used to know: predominantly white and living in traditional families in which the parents are married to each other. Even though its the most educated of the segments, its members care little about style, fashion or the latest trends in food and health. As their name suggests, what counts is family.

Five Millennial
Parent Segments

Under Stress

17

Five Millennial
Parent Segments

Segment 3 – Under Stress

This is another ethnically diverse group. It’s the second weakest both in educational attainment and in income (behind “Image First”), but, unlike “Image First,” it reflects attitudes and behaviors that show much less confidence and optimism. They are not your stereotypical Millennial. In fact, their usage of social networks is somewhat lower than the general population, and their consciousness around food, health and style is lower than any other segment and is even weaker than the general population.

Five Millennial
Parent Segments

Style &
Substance

26

Five Millennial
Parent Segments

Segment 4 – Style & Substance

This segment is one of the two largest, along with “Family First.” However, it is much more ethnically diverse—in fact, its composition closely matches the ethnic profile of Millennial parents overall. It mirrors “Image First” with many of its attitudes on style, fashion and health—though its views are more muted than in the “Image First” group. They have traditional families like “Family First,” but their worldview is more global and expansive, and they are more driven by desire for success.

Five Millennial
Parent Segments

Against the
Grain

24

Five Millennial
Parent Segments

Segment 5 – Against the Grain

This group gets its name because it runs so counter to most Millennial viewpoints. So many of the things we attribute to Millennials—such as a sense of empowerment and an adventurous spirit—do not show up with this group. While “Image First” is made up of people who view themselves as leaders in every way, “Against the Grain” members lag behind. What defines them? More than anything, they work very hard but don’t make much progress.

Looking Inside the Millennial
Parent Household

The Millennial Mindset® Influence

In order to enter the hearts and minds of Millennial parents, you must first understand the mindsets that drive new parenting attitudes and behaviors. The influence of the Millennial Mindsets® have brought forward a new American household which looks much different today than it did even five years ago. Lets take a look at a few areas in the modern home that have seen some of the most dramatic shifts fueled by modern parents and the Millennial Mindsets.

Next Section

Inside the Modern
Parent Household

Inside the Modern
Parent Household

The Influence of the Millennial Mindsets®

How can brands begin to navigate, prioritize and, more importantly, quantify the coveted Millennial influence? To answer this question we took what we knew about Millennials and extended it to the general population. Through our research we found that six overarching mindsets emerged among all modern consumers, proving that the Millennial Mindset transcends generations.

Icon. heart
Self – Emotional Connections

Icon. message
Social – Conversational & Participative

Icon. lock
Accessible – Simplifies Life

Icon. bulb
Innovative – Constant Reinvention

Icon. hands
Trusted – Puts Consumers Needs FIrst

Icon. plus
Purposeful – Adding Good

Inside the Modern
Parent Household

Inside the Modern
Parent Household

What You Might Find Inside the Family Fridge

Icon. strawberry

Fresh Produce – Parents are looking for healthier, fresher foods
for both themselves and their families. Their on-the-go lifestyle requires convenient, right-sized portions and meal-prep solutions without trading off freshness.

Icon. beer

Take Out – Last year marked the first time Americans spent more at restaurants than at grocery stores. Millennials are driving this trend and fueling the fast casual sector as they look for convenient alternatives to home-cooked meals.

Icon. milk

Experimental Flavors – Millennial parents have a social and experiential view towards food and family meal-time. They enjoy experimenting with unique flavors, and they use things like spices, sauces and even craft beer to satisfy their appetite for flavor adventure.

Inside the Modern
Parent Household

Inside the Modern
Parent Household

What You Might See Within the Millennial Closet

Icon. shopping-bag

Online Shopping – The convenience of online retailers has Millennial parents filling their online carts as fast as they can. However, B&M retailers work to stay relevant by embracing tech and ecommerce to create a unique, frictionless shopping experience. For Millennial parents, the future of retail rests at the intersection of accessibility and personalized experience.

Icon. shirt

Athleisure Apparel – On-the-go Millennial parents are beginning to blend need-states and occasions across categories including apparel and footwear. They look for apparel products that can transition and adapt with their dynamic and often unpredictable lifestyle.

Icon. soda

Private Label Brands – Millennials are frequently pegged for not being brand loyal, but the reality is that they are savvy when value comparing. Private label brands have found a sweet spot for Millennial parents who dont mind trading down for the right buy.

Inside the Modern
Parent Household

Inside the Modern
Parent Household

What You Might Discover on the Coffee Table

Icon. passport

Travel Souvenir – Rather than collecting things, Millennials prefer to collect experiences. While young adults have traditionally worked hard to be able to afford cars and homes, Millennials value experiential currency. Millennial parents also look to invest in shareworthy adventures and want to travel the world with their families.

Icon. phone

Multiple Connected Screens – Hyper-connected, digitally native Millennials are extremely comfortable on multiple screens at once. For Millennial parents, cross-screen connectivity is a key parenting advantage. They turn
to social and search for crowd-sourcing and parent networking.

Icon. bottle

Sustainable Products – Millennial parents are especially skeptical of brands and their true intentions. When a brand is transparent and has an authentic purpose and values that align with their own, Millennials are more likely to stand with them.

Now
What?

Unlocking Your Brands Potential with Millennial Parents

Weve reviewed the facts, outlined the segments and taken a tour of the Millennial parent household. Now its time to take the next step in your journey toward connecting your brand with the Millennial Mindsets and unlocking your greatest possible future with Millennial parents.

Next Section

Now
What?

Now
What?

Key Takeaways

Three of the Most Critical Things You Need to Understand
About Millennial Parents

  1. Millennial idealism will shape a new global-citizen parenting mentality. Millennial parents will instill in their children an unprecedented sense of individual tolerance, inclusivity and social responsibility, and well begin to see how this progressive world-view enters mainstream culture.
  2. From food to fitness, a broadened definition of healthy will influence key parenting decisions. Millennial parents will set a new standard when it comes to health, nutrition and fitness. And, perhaps more importantly, theyll raise expectations for corporate brand transparency.
  3. Consumer-centered brands that stand for more than the bottom line will inspire a bright future for conscious capitalism. Millennial parents will support purpose-driven brands that reflect their values and that demonstrate proof behind their ideals.

Now
What?

Now
What?

The Questions You Need to Ask

If youre not sure how to get started on your path to reaching, engaging and co-creating with your Millennial parent consumers, heres a few questions you have to ask (and answer):

  1. Which Millennial Mindsets are most relevant to your brand and category for driving growth?
  2. Does your brand have a clear editorial authority and content strategy that reflects your consumers values and needs?
  3. What is your strategy for creating uniqueness and meaningfulness?
  4. How are you inviting participation from your consumers to be a part of your brand story?
  5. What is your plan for innovation and brand transformation in the age of digital disruption?

Now
What?

Now
What?

Getting Started

Barkley has developed a suite of engagements for insights on your brand and category — leading to key implications and recommendations to unlock your greatest possible future.

Millennial Parent Disruption Workshop

The goal of this engagement is to quickly identify key opportunities for your brand to disrupt and penetrate the Millennial parent landscape.

Millennial Parenthood Immersion

Qualitatively, the best way to understand how your Millennial parent consumers think and behave is to immerse yourself in their lives.

Millennial Mindset Study & Demand Landscape

This in-depth analysis looks at common values, attitudes, behaviors and needs that transcend demographics of generational cohorts and quantifies the growth opportunity by Mindset.

Now
What?

Now
What?

Heres Some Proof That
We
ve Been Here Before

Millennial parents have plenty to worry about already — but nothing is more important than the safety of their children. Britax wanted to send out a signal to parents to remind them that safety is much more than a product benefit.

Learn More >

As they struggle to balance personal identity with new parenting roles, the transition into parenthood isnt easy for identity-driven Millennials. Dads in particular struggle with this shift, so DQ set out to combat Dads identity dilemma and reframe what it means to be a modern dad.

Learn More >

Millennial parents are demanding a new level of transparency when it comes to the food they put on the table. As they seek out more information on where their food comes from, Cargill decided to invite their customers in for a closer look.

Learn More >

Millennial
Parent Lessons

Millennial
Parent Lessons

What’s Next?

If youre interested in learning more about Barkleys modern consumer research, here are some ways to get started:

Getting to Know Gen Z

The Pivotal Generation, as we call them, is quickly becoming one of the most powerful forces in our market. As members of this cohort start to form their own brand preferences and develop personal buying behaviors different from the Millennials before them, marketers will need to be on the forefront of this shift if they hope to find future success. Learn more in our latest report.

Download Full Report >

Share. Like. Buy.

marketing

Since 2011, Share.Like.Buy. has been the leading conference for marketing to Millennials. This year, were focusing on the next generation of modern consumers, Gen Z. We hope youll join us on October 18-19 for some of the best youth marketing knowledge and networking of the year!

About
Barkley

We’re Barkley, a fiercely independent creative + innovation company that specializes in modernizing brands for the future. We like big challenges almost as much as we like brave ideas. You can learn more about us here, or you can give us a shout.

If you want to see more about our work on Millennials, check out one of the books we’ve published! (*Yes, we do see the irony in publishing an analog book on the first digitally-native generation.
But hey, vinyl made a comeback!)

Contact Barkley
Contact Barkley
Previous Section