Category Archive for "Marketing To Moms"

In the spirit of the back-to-school season, let’s open our math books and look at some big numbers. Moms spend an estimated $2.4 trillion on products and services every year. The global baby care market is expected to exceed $66 billion in US dollars by 2017, with close to 4 million babies born in the US each year. My often quoted and rarely attributed number of a $2.4 trillion mom market is the golden egg for marketers. How to tap in to this very lucrative market is what has built my company, filled six of my books and motivates me to write number book number seven (now in draft).

Offline and Online Influencers. Take a stroll through any shopping plaza, in any large store or small boutique and you’ll find moms pushing strollers with one hand, juggling phones in the other, with designer water or hand-crafted beverages in the stroller cup holders. While shopping, they are using their phones to text pictures to other moms, ask advice, compare prices and search for product reviews online. Once they leave a store or complete their online purchases, moms still love to share with other moms in an informal setting. If you eavesdrop on a conversation on the playground at parks or play dates, plenty of talk will revolve around specific products and brands. Marketing efforts in offline and online settings, online mom meetups and offline MommyParties <http://mommyparties.com> , for instance, engage moms in their favorite places and spaces.

Know Your Millennials. Millennial moms are all the buzz right now and with good reason. This generation of women represents 83% of new moms; each wanting a unique, customized experience from the moment the pregnancy test stick shows a positive.  These moms believe there are better ways to do things and are determined to find the best in baby gear, furniture, clothing, health products and more. Products of their Boomer parents’ affluence and overall attitude of indulgence, Millennials seek unique and customized experiences. Keeping up with Millennials as early adopters of new social media and technology (witness Instagram and Vine) means making sure your brand is playing in their virtual playgrounds.

Know Your “Older” Target Markets. While Millennials are certainly the group to focus on first, there are categories of moms and moms-to-be that should not be overlooked. According to the Centers for Disease Control and Prevention, pregnancy rates for women aged 30 and over increased while other age categories declined. These moms, mostly Gen X women, are still very tech-savvy like their Millennial counterparts. However, due to their age and experiences, these moms see themselves as “mavens” who have strong opinions and more influence (real and perceived) with larger groups of moms.

Only the Best for Baby. Despite a downward trend in the US birthrate the last few years, total sales in the baby care market are projected to reach $66 billion dollars by 2017. That is billions, not a typo. New parents want the best products available and are willing to disregard high costs to get the best for baby. A quick search through Pinterest, for example, supports this trend; ultra chic, designer-looking nurseries tempt even the most frugal mom to create a magazine-worthy room. When it comes to safety (a core value detailed below), moms and dads are also more than willing to disregard a budget when purchasing baby gear like car seats, strollers and cribs.

Remember The Core Values. As I gather information and resources for my seventh book, the five core values from my earliest books remain true today. Despite rapid changes in social media, mobile technology and a natural progression in personal buying styles as needs change, these five values motivate moms: Health and Safety, Saving Time, Simplicity, Value and Child Enrichment. The health and safety of their children is the number one value that motivates moms. They want to feel that companies sincerely care about family health and well-being. Saving Time and Simplicity go hand in hand. Moms value time, and any product or service that can help save even a few minutes in an otherwise busy day will go far in building brand loyalty. Products that offer simplification usually give back time. Value rates high for moms of all ages, but it is not to be confused with price. Moms don’t necessarily want the cheapest product but one that comes with a competitive price combined with good quality and customer service. Child Enrichment speaks to the desire raise and nurture superior offspring. To be better mothers and provide more than they had as children is the main motivation behind this value. These core values should be the starting point for any programs, and ultimately meaningful engagement with moms.

In my years of researching and studying behaviors and trends in marketing to moms, one constant remains; the mom market is fluid and ever changing.  Social media contributes to rapid change and growth in how brands should engage with moms, however the core values above serve as a valuable baseline that crosses generational lines. Many factors affect how and why moms shop, from background and personal experiences to current socioeconomic factors. Knowing moms’ motivations and values (and how they change) are critical to meaningful engagement, brand loyalty and powerful ‘word of mom’.

On any given night, on a not-so-infrequent basis, you can find me at the Forever 21 store in New York’s Times Square. Call it a guilty pleasure or perhaps a convenient stop at 11 p.m. after a business dinner; however, I just can’t help myself from stopping in on my way back to my hotel. At that hour, the store is still buzzing with deal-seeking fashionistas.

Last week, once again I found myself in Forever 21 at midnight — this time with my teenager and her friend. It’s a rare occurrence for me to not be in the mood to shop, but on this particular occasion, I decided to step back and observe the crowd (an occupational hazard). What I noticed is that while Forever 21 has several distinct brand identifiers, very few are mom friendly.  Although I didn’t leave the store that night with the iconic yellow and black plastic bag, I did leave with a list I titled on my iPhone, “Learning How Not To Market To Moms the Forever 21 Way.”

1) In Store: There are two major problems with the inside of a Forever 21 store when it comes to pleasing moms. It begins with the marble stone floors that make it very difficult to access wireless service. You are probably wondering why a mom would complain that her teenager doesn’t have cell service while shopping. However, what this means to the mom shopping solo for her kids is that she can’t text pictures of her would-be purchases to her children for approval. This obstacle becomes even more important as the Z Generation of women become mothers in the next 10 years. In fact, in one of our recent surveys, 90% of Millennial moms say they text an image from a retail dressing room. In other retail stores, a mom might just buy the items and return them later, which brings up my next “How Not To.”

2) Return policy: The cashier asks you if you are aware of the return policy. However, as most moms know, there really isn’t a return policy because the policy is very restrictive. It makes moms much more cautious if they know the item(s) can’t be returned or exchanged easily. This can make the difference between a browse through the store and a purchase, particularly if moms (like me) shop for their daughters on business trips. Moms want to know that the retailer where they are spending their money is a partner in solutions as well.

3) Store Layout: Moms are tired, and there are no seats anywhere in Forever 21. In fact, they actually have security guards who walk the floors to ensure that no one is sitting on fixtures or floors. To please the people who control the majority of the money, Forever 21 should have some kind of seating to facilitate a mom’s long wait outside the dressing room where her daughter inevitably will spend hours trying on clothes. It’s the first rule of mom marketing: The longer mom stays in a retail location with her children, the more likely she is to spend money.  Provide her a seat and keep her in the store.

When moms visit a Forever 21 or any store targeting tweens or teens, retailers should make sure that these moms are, at a minimum, comfortable and even entertained while their daughters buzz around the store, taking selfies. The equations are simple: happy moms + child browsing = more purchases.

Forever 21 is a successful brand with a winning formula for reaching its target market. These observations are from both sides of the fence; as a mom who makes purchases for her daughter and as a professional who always looks for ways that a business can improve or implement strategies for marketing to moms, the most powerful consumer.

I love surveys, data and statistics that turn opinions and emotions in to concrete, quantifiable numbers.  Whether it’s for social media conferences we host, the dozens I attend each year or at the request of a client, survey data bring it all together. That’s why I’m pleased to see this recent report by Kelby Carr of Type-A Parent, “Parent Bloggers Mean Business.” It’s refreshing to see more validation of what we know about moms who blog, the blogosphere, and particularly what we have been telling brands for a long time.

Where Does Money Come From? The majority of moms, 70%, say that sponsored posts from brands or agencies are a source of income, while 40% serve as brand ambassadors to earn money. Smaller numbers have an income source as public speakers (15%) and through book deals (7%).

Making A Deposit. Whether it’s a sponsored post or as a spokesperson for a brand, the monthly earnings moms report for each category is still relatively low but is steadily climbing. In Kelby’s survey, about 45% of moms say they make $250 or less each month while 15% earn between $251 and $500. The good news is that these numbers are rising as moms learn to put a fair value on their time and talents. Slightly over 10% of moms say they earn from $1,001 to $2,500 each month. From personal stories, I know many moms who started blogging as a hobby and now having successful businesses. What I also know from these moms is that everyone defines success differently, and what is small change to one mom may be a boon to another, even if it’s a few extra dollars each month for diapers.

Blogging Is Not New. Three out of four moms have been blogging for a minimum of three years and one-third has been posting for six years or longer. That’s considered a veteran in today’s fast-paced world of technology.

What’s In a Job Title? The majority of moms, 67%, either don’t use the term “mommy blogger” to describe their jobs or seriously dislike the term.

 As I wrote about in a previous Engage:Moms post, most women who happen to be moms and own a blog do not want to be called “mommy blogger.” These women prefer a title like writer, freelancer, social media consultant, even blogger. I prefer “social media influencer,” which is more encompassing as most moms now have Facebook, Twitter, Pinterest and other social media sites in addition to a blog.

Did you Pin It or Tweet It? Social media sites, especially Pinterest and Twitter, are incredibly popular with moms. I repeat myself often with this one. Moms love sharing on social media. Blogs are a way to express views on parenting, product reviews, food and travel, to name the most popular topics on blogs. However, moms in this survey responded that they had the most followers on Pinterest (an average 14,331 followers), Twitter (3,003 followers) and Facebook (4,677 fans).

With an estimated 4 million babies born in the U.S. every year, the number for marketers to pay attention to is $10,000 to $12,000. That’s the average to low end of the budget that today’s mom-to-be will spend as she prepares for baby’s arrival. Women having babies and raising young children are the Millennial generation, a group that makes up about 21% of the U.S. population and the largest consumer group to emerge since the Baby Boomer generation.

Engaging with Millennial Moms, gaining their loyalty and winning their business means using dramatically different tactics compared to prior generations of moms. The differences are sharply influenced by technology and the desire these moms have for unique, customized experiences.

These moms believe there are better ways to do things and are tenacious in their search for baby gear, furniture, clothing, health products and more. As gender reveal parties tell us, these moms are all about making every phase of pregnancy a unique, customized experience.

Social Media Is King. Products and brands with a presence in social media are in the Millennial Mom’s virtual playground. I mention this in every post and it seems too obvious, but reaching moms through social media, and particularly video is crucial. Letting her access everything on her phone is even more important. Almost all Millennials — 90% — admit to texting photos of a possible purchase to another person for approval, while 58% say they use their phones to look up store hours and locations. About 55% check their social media accounts at least twice each day for an estimated total of 17 hours each week. Millennials also embrace new social media quickly, as seen by the explosive growth of Pinterest and Instagram.

Moms-To-Be Focus on the Green. Not the money. Even if there isn’t much interest pre-pregnancy, many moms-to-be become focused on green baby products. Cloth diaper companies like Bum Genius, started by a mom of four, is just one example of a company that is making cloth diapering a popular option. Another company, Premama, offers a prenatal vitamin in powder form, to mix in to the Millennial generation’s ever-popular smoothies, after the founders held a focus group in 2010 where young women begged for an alternative to awful prenatal horse pills. The company boasts vegetarian, non-GMO, non-allergen formulas that resonate with young women.

Circle Of Influence Is Broader Than Ever. From the moment the pregnancy stick is positive (and even before), women are seeking information about everything baby-related, from prenatal vitamins to car seats and strollers. Witness the explosion of sites like TheBump.com and WhatToExpect.com as women seek information, visit forums and look for recommendations and reviews for pregnancy and beyond.

Technology In the Stroller. Moms rely on their phones for everything, including keeping baby safe and entertained. An award-winning product called SnuggWugg is a pillow that holds a cell phone to keep from kicking and squirming on the changing table and even entertained in the stroller. The SnuggWugg won a Huggies MomInspired grant, a program that awards grants to mom-invented products.

Look at Niche Markets. There are niche groups with large, active followers where moms engage on a daily basis. Multiples groups like Twiniversity are more popular than ever as twins are now one-third of all births in the U.S. These moms have unique experiences and they love to share!

Keeping up with Millennials as early adopters of new technology and social media is the challenge of marketers, businesses and brands.

Everyone is looking for the next best marketing initiative to connect their brand with moms and ultimately drive sales of their products. As marketers, you have most likely dabbled in all the new marketing programs on Pinterest, Youtube, Instagram and Vine. We all want to find the silver bullet – that one program starts the wildfire of word of mom! 2014 has seen a growth in two growing Mom Marketing trends- Ambassador Programs and In-Home Parties.

To witness the social media buzz of Ambassador Programs, cruise your favorite mom blogs to feel the excitement these women have created around being named to the Papa Murphy’s Mom Panel, HP Moms Panel or Claritin Mom’s Crew. They are engaged online and offline with the sponsoring brand and produce millions of impressions and referrals for the brand that invested in a deeper relationship with them. In-Home Parties are making their mark on social media and local communities as well. I invite you to visithttps://www.facebook.com/groups/disneysidecelebrations/ or search #DisneySide on Twitter to read the millions of tweets that the 2000+ mom hosts have posted.

At first glance, marketers and agencies might think it’s time to go into launch mode and begin throwing parties around the country or invest in the first proposal that hits their desk.  But buyers beware!  Like any marketing program, these initiatives are only successful with the right mix of people, strategy and execution.   We’ve put together a few considerations marketers and brand owners should heed before rolling out the carpet to mom panelists and party hosts.

1)     Creating a Mom’s Panel requires a larger budget and a longer commitment than your most recent mom campaign.
Doing it right can, rather should, cost you more than a blogger tour or a full-page ad in a parenting publication.  If you see a price tag that doesn’t have six figures, something is missing.  A Mom’s Panel requires the brand to invest in long-term, unpaid relationships with moms that include constant engagement via product samples, promotions and consistent dialogue. It also requires a commitment of 12 months to 5 years.

2)     Not every mom is the right mom for your brand.
This cautionary phrase is one that I say as often as I say my nightly prayers.  You can’t successfully launch a Mom’s Panel or In Home Parties if you are using a database of moms that is used over and over by multiple brands.  For both types of programs, it is necessary to select the right moms for your brand.  If your plan of execution doesn’t include a solid platform to screen the moms during the selection process, you won’t be successful.

3)      Jumping before you look will only take you to the bottom.
It’s exciting to watch other brands use new marketing initiatives that seem promising for your brand. You see their hashtags trending and their brand floods your news stream. However, jumping into the mix without a clear vision for your ultimate desired results is dangerous.  Engaging moms in either of these new trends requires a solid communication plan between your brand and the moms you recruit.  Before you start the conversation make certain you have clear goals for the relationship.

Moms enjoy engaging with the brands they buy but they also like to know your expectations as a marketer.  Before engaging her with the latest and greatest marketing initiative, prepare your brand with a solid communication plan built on the right strategy. Sometimes it’s best to watch and listen before you react.  To see more of what’s new in mom marketing, watch the hashtags #DisneySide, #HPSmartMomPanel and #PapaMurphysMNO.

In the past, I’ve provided my annual list of trends in marketing to moms.  Call it age.  Blame it on Twitter or SnapChat.  I feel the need to be short and sweet to get to the point; social media has trained me well.  You want to connect to moms.  Times are a-changin’ and marketing budgets aren’t growing.  It’s important that you make the most of your resources and show a result for your efforts.  In light of all this, I decided to drill down the trends I see for 2014 to tactics you can execute today.

1)     Leverage the new holidays Millennial moms have created to new marketing occasions.
Babymoons, gender reveal parties and ½ birthdays are all events created by Millennial moms.  They enjoy being in the spotlight of friends and family and sharing it all on social media.  Find a way to put your brand in the middle of the action either as a food item she serves, a gift she receives or the location she selects to host her event.

2)     Get into video. Really. Get into video.
Maybe you have dabbled in video and uploaded a few YouTube videos, but you need to do more.  And it’s not professionally produced videos that I’m talking about.  Quick product commentary, mom video reviews and consumer-generated Vine videos are the types of videos that moms are watching.

3)     Host live events online.
Last month, HP decided to take their in-store demonstrations to the Internet with live online demonstrations.  They partnered with MomTV.com, and were able to demonstrate the HP Chromebook to hundreds of moms online and generated over 9 million impressions for the product along the way.

4)     Hang back on jumping into Google +  and Google Hangout.
Mom bloggers aren’t as excited about Google + as the media and Google + would like you to believe.  Mom bloggers in particular have spent years establishing their communities and as mothers they are just too busy to re-establish them on a new platform.

5)     Meet moms in their living rooms.
Disney is doing it.  So is Morton, Leap Frog and Cadbury.   This month alone over 5000 moms will be hosting MommyParties on behalf of a brand.  I like to call it social media meets book club on steroids.  Moms with influence are recruited and screened to host a party themed around the sponsoring brand’s product.  The outcome is a more personal engagement between moms and brands.

6)     Engage with mom bloggers in a new way.
Moms are moving away from writing product reviews on their blogs. However, this doesn’t mean they are passé marketing.  No, mom bloggers still provide a very effective relationship to maintain for marketers.  Brands need to leverage a mom’s Instagram followers, Pinterest boards and Facebook friends in order to leverage their established level of influence rather than requesting a product review in return for a free piece of swag.
7)     Recognize that the newest form of marketing hasn’t even been introduced yet.
Don’t believe that the marketing plan you set into place today will be fresh until my 2015 trend list is published.  There are technologies and social media platforms that will spring up in the next 12 months that none of us can predict yet.  Last year at this time, SnapChat wasn’t on my iPhone!

I wish everyone a successful 2014.

For the holidays, I decided to spread good cheer through song. As this season flies by due to a late Thanksgiving, I hope 2013 was a success and your 2014 plans include effective strategies, like those listed below, to reach moms. Since you (luckily) can’t hear me sing in a written post, sing the tune to “The Twelve Days of Christmas” in your head for the full effect.

On the first day of Christmas, my mom marketing gave to me,
A trending Twitter Par-tee

On the second day of Christmas, my mom marketing gave to me,
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the third day of Christmas, my mom marketing gave to me,
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the fourth day of Christmas, my mom marketing gave to me,
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the fifth day of Christmas, my mom marketing gave to me,
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the sixth day of Christmas, my mom marketing gave to me,
Six Moms a -sharin’
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the seventh day of Christmas, my mom marketing gave to me,
Seven Mommy Parties
Six Moms a-sharin’
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the eighth day of Christmas, my mom marketing gave to me,
Eight million impressions
Seven Mommy Parties
Six Moms a-sharin’
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the ninth day of Christmas, my mom marketing gave to me,
Nine brand ambassadors
Eight million impressions
Seven Mommy Parties
Six Moms a -sharin’
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter Part-tee

On the tenth day of Christmas, my mom marketing gave to me,
Ten seconds of Vine
Nine brand ambassadors
Eight million impressions
Seven Mommy Parties
Six Moms a-sharin’
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter part-tee

On the eleventh day of Christmas, my mom marketing gave to me,
Eleven Google Hangouts
Ten seconds of Vine
Nine brand ambassadors
Eight million impressions
Seven Mommy Parties
Six Moms a -sharin’
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter part-tee

On the twelfth day of Christmas, my mom marketing gave to me,
Twelve months of sales
Eleven Google Hangouts
Ten seconds of Vine
Nine brand ambassadors
Eight million impressions
Seven Mommy Parties
Six Moms a-sharin’
Five viral videos
Four positive blog posts
Three Pinterest pins
Two thousand Facebook Likes
And a trending Twitter part-tee.

Have a happy holiday season and a prosperous 2014.

As I travel the globe talking about moms and engaging with brands desperate to connect with these powerful consumers, I spot random examples of good marketing, bad marketing and trends. Often, they don’t warrant an entire blog post so this month I assembled these random thoughts here. If you would like a longer blog post about any of them or further information, feel free to leave a comment, and I will gladly address it in an upcoming month.

Mom ambassador or Mom advocate. Who do you want?

I come across brands that want to work with moms on a deeper, more engaging level. They have a desire to create a long-term conversation with them. However, there is some misunderstanding as to whether a brand wants an ambassador or an advocate. Here’s the simple distinction. An ambassador in the purest form is a mom who is a fan of the brand but is paid to engage with people in the marketplace. Brands such as Red Bull use college ambassadors. An advocate is a non-paid, super fan of your brand. They advocate for your product by sharing information, coupons and samples without pay. Brands such as Children’s Claritin and Coppertone Water Babies have large Mom Advocacy programs.

If a Mom wants to volunteer to help you market your product, find a way to use her. 

I received this email the other day. It’s such a good example of how not to communicate with mom bloggers that I just had to share it.

Greetings Blogger! (LACKS PERSONALIZATION) 

We were immediately overwhelmed with responses in regards to our (insert brand) Mom Blogger Promotion email. Because of this large response rate, we reached our participant threshold on 100 bloggers very quickly. Therefore, we are sorry to say that, if you are receiving this email, you were not one (1) of the first 100 bloggers to respond to the email with the completed materials necessary to be considered. For those bloggers who did not respond to the initial email, please be aware that we are no longer accepting the written legal statement and Blogger Information Form since we have reached our participant threshold of 100 bloggers.

I’m almost speechless. At the very least, this brand manager should have sent product to the overflow of bloggers (the product costs less than $20 retail) as a thank you for their time and effort. It would have been so unexpected that the brand probably would have been surprised at the buzz they earned from the nice gesture.  #MissedOpportunity

Videos should be a part of your holiday marketing plan. 

Moms are well engaged in holiday shopping. Don’t forget to include video in the reviews you are posting for your product. Millennial Moms are visual shoppers, and many of them search videos to find product reviews.

Google Hangouts might be the buzzword in new platforms, but Moms aren’t embracing it.

Yes, I know it’s Google, and I know, as a marketer, you keep hearing about Google Hangouts. However, Moms just aren’t adopting this platform yet. Sitting in a packed room at Type A Conference last month, only a handful of bloggers indicated that they use this social media meet-up technology.  Similar webcasts and meet-ups on MomTV.com can attract hundreds of Moms because it’s a community where they are currently playing.

As we approach the end of 2013, I’m working to assemble my Mom Marketing predictions for 2014. Stay tuned. It looks like it’s going to be a great year for the mom market.

You are likely to find her sipping coconut water in a cafe while shopping on her wireless device. She’s sporting Tom’s shoes and garments tied to some kind of philanthropic cause. Her toddler sits in a stroller close to her, gliding chubby fingers comfortably over an iPod. She’s the Millennial Mom, and she’s all the buzz in marketing to moms. To engage with this influential group of moms, it’s important to understand what shapes her identity and behaviors.

Engaging with Millennial Moms, gaining their loyalty and winning their business means using dramatically different tactics compared to prior generations of moms. The differences are critical, and are sharply influenced by factors like how she was parented, school-aged influences, her parent’s affluence, and above all, technology. I’ve covered the demographics, parenting and school influences in a prior post; now, let’s dig deeper in to technology.

How Technology Shapes Millennial Behaviors

Technology impacts almost everything a millennial mom does and buys for herself and her family. Whether she is browsing through an online retail site, checking her Facebook page or posting a photo and location on Instagram, her phone or device (plus the device to entertain baby) is one of the most valuable tools she owns. If moms from older generations have mixed feelings about their cell phones and devices (is it a necessary tool or necessary evil?), Millennial Moms won’t leave home without them. They are rarely disconnected and expect immediate, 24/7 gratification. Our survey shows how much Millennials love their mobile technology and social media:

• Almost all Millennials — 90% — admit to texting photos of a possible purchase to another person for approval
• 58% say they use their phones to look up store hours and locations.
• About 55% check their social media accounts at least twice each day totaling an estimated 17 hours each week
• 80% say they watch at least one video each week

Millennials embrace new social media quickly, as seen by the explosive growth of Pinterest and Instagram. Almost 75% of moms use Pinterest for recipes, inspiration and decorating ideas. Keeping up with Millennials as early adopters of new technology and social media is the challenge of marketers, businesses and brands. Products and brands with a presence in social media are in the Millennial Mom’s virtual playground. Keeping her loyal and spreading the word to her friends and family involves engaging with her in a way that can be easily shared with those same friends and family. Recall that her background and experiences pre-parenthood mean that she is also looking for ways to customize products and relationships, paying attention to those that make her (and now her family) feel special.

Technology affects how these moms socialize, communicate and, more importantly, purchase items for themselves and their families. To reach the influential Millennial Mom means engaging with relevant dialogue that she can access with any electronic device, so your product or brand will capture her attention and purchase power while she is sitting in the cafe.

As a consumer group, Millennials control an estimated $172 billion a year and influence $3,000 in family spending annually. Most Millennials enjoyed a prosperous childhood and are the most diverse population of women in the history of the U.S. (both socioeconomically and ethnically). Minorities make up 34% of this generation, up from 24% in the Baby Boomer category. For the baby market, the Millennials bring good news since it is predicted that these moms and moms-to-be will have more children than previous generations.