Millennials with Kids

June 1, 2015
Fromm, coauthor of Marketing to Millennials, and Vidler, founder of marketing research firm Clear Box Ideas, team up to explore the most effective ways marketing can reach the Millennial generation (born between 1977 and 1996) as it moves into parenthood. The authors paint a detailed picture of Millennials, urging readers to let go of erroneous visions of them as "jobless bums" still living at home (one in four is already a parent, they note). Millennials, according to their research, are pragmatists ("Useful is the new cool") who want to actively engage with the products they buy and the companies that make them. Parenthood changes how Millennials behave and consume, and mothers are in charge of most household purchases (so dads are relegated to the epilogue). Savvy marketers and entrepreneurs, the authors write, must recognize that the monolithic American family structure, if it ever existed, is no longer around. Thus, they must plan for more varied family types, not to mention content that stands for more than just a company's bottom line. (The authors cite such companies as Ikea and Chipotle as successful examples.) Fromm and Vidler offer a wide range of practical takeaways and strategies for marketers in this in-depth analysis of the Millennial parenting mind-set.

August 1, 2015

Millennials, often defined as those born between 1977 and 1996, are now reaching an age when they have started families. Following up on previous research on this group, coauthors Fromm (president, FutureCast; coauthor, Marketing to Millennials) and Vidler (founder, Clear Box Insights) take a look at millennials with children to see how they differ from their counterparts without children. The authors posit that those who have children are more pragmatic than those without, and as such, this generation presents a very different challenge for marketers. Following a more general examination of the age group, subsequent chapters address ways in which companies can sell their products, appealing to what is important to particularly moms, though dads are also considered in the final chapter. Some of the topics covered are the ideas of customization and personalization, convenience, and the importance of interacting with customers through content. VERDICT While this title is written for those who market to millennials, it is also a compelling study for readers interested in generational differences or those who want to understand this group better.--Elizabeth Nelson, McHenry Cty. Coll. Lib., Crystal Lake, IL

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