Because moms make a “vast majority” of purchasing decisions, they are one of the most important demographics to consider in your marketing campaigns. But marketing to a forty-year-old mother is quite different than marketing to moms in their twenties. To reach the rising generation of moms, you’ll want to get inside their heads and understand what drives them.
Moms under thirty are an interesting demographic to consider. Those closer to thirty fall in the Millenial camp (born between 1981 and 1996), while moms on the younger end are members of Gen Z (born between 1997 and 2012). Although there are differences between the two generations, both Millenial and Gen Z moms share a lot in common.
One of the biggest questions we get is: What are mothers interested in? Well, let’s get into it. Here are some of our best tips for reaching moms under thirty.
Prioritize Good Causes
How do marketers target parents? By appealing to the things that they care about. One thing you should know about young moms is this: they care deeply about issues like racial disparity, LGBTQ+ rights, and the environment, and they expect the world around them to reflect that same care.
What does that mean for you? Millennial and Gen Z moms want to support companies whose values are similar to theirs. According to Julie Turner, VP of marketing for Camp Bow Wow, young moms “want to align themselves with organizations doing good in the world and use their purchasing power to support companies that have similar values.”
That means you need to highlight the good things your company is doing, and even more importantly, make sure that you don’t put profit over living ethically. Prove that you actually care about the world around you, and you’re more likely to make a new customer.
Use Diverse Representation
According to Pew Research Center, Millennials and Gen Z are the most racially and ethnically diverse generations in the United States.
The breakdown for Millenials looks like this:
- 61% of Millennials are non-white Hispanic
- 17 % are Hispanic
- 15 % are black
- 4% are Asian
- 3% are another race, or two or more races
And for Gen Z, the breakdown is even more diverse:
- 52% of Gen Z are non-Hispanic white
- 25% are Hispanic
- 14% are black
- 6% are Asian
- 5% are another race or two or more races
Millennials are more likely than Gen Z to be immigrants, while Gen Zs are more likely to be the children of immigrants.
So how do you use this knowledge for marketing? Representation is key. Young moms don’t want to see white-washed ads. They want to see people of all colors and ethnicities in the ads they consume. They want diverse stories told, and they want to know that your company is hiring diverse employees. The world is changing, and young moms want to see that positively reflected.
Make Your Website Mobile Friendly
It should come as no surprise that moms in their twenties rely on smartphones for everything from organizing their lives to shopping. Millennials grew up in the DotCom era, when computer technology rapidly expanded. And Gen Z moms grew up with this technology already present.
At least 55% of moms use their phones as the main way to access the Internet. So what does that mean for you? Make your website mobile friendly. Nothing will send a Millenial or Gen Z mom away faster than a website that isn’t formatted for their phone.
Another thing to remember is that moms under thirty are search engine savvy. They know how to use long-tail keywords to find exactly what they’re looking for. Use that to your advantage by including long-tail keywords in your copy.
Be Authentic
Most people can sniff out BS, but for young moms, it’s especially repulsive. They don’t want to be advertised to, they’re less likely to believe the claims you make about your product, and they’re not going to be influenced by ads with major celebrities.
So what’s a business supposed to do? Mahesh Chaddah, co-founder of Reservations.com, says to “keep your communications, advertisements, and content as authentic as possible. Provide real, actionable tips, be transparent in sharing your company values and keep adjectives to a minimum.”
Something unique about Gen Z moms is that they expect a more personalized experience. They don’t remain loyal to a brand just for the sake of staying loyal. Instead, they want meaningful interactions.
How do you do that? Some ideas include: sponsor an event, “provide a way for them to submit product ideas, or host competitions and games. These interactions will help you retain your Gen Z customers.
Up Your Social Media Game
Did you know that, on average, moms spend 2.5 hours a day on social media? It’s often a mother’s biggest connection to the outside world. And they aren’t just on one platform. Most young moms are on at least 8 different social media sites.
According to Business Insider, the top platforms used by Gen Z are Instagram and Snapchat, while Millennials gravitate to Facebook and Instagram. So the best way to reach mothers under thirty on social media is a combination of Instagram, Snapchat, and Facebook. Wondering how to market to moms on Instagram? You may not know where to start with advertising on social media, but it’s important to have a presence. One key strategy is hiring influencers to promote your product or company.
Millennial and Gen Z moms are way more likely to trust recommendations from someone than they are to trust an ad. In fact, research shows they are 247% more likely to trust social media and blog recommendations than your traditional advertising, so although you may be hesitant to work with influencers, they’re an effective strategy to reach this demographic.
Represent Moms Accurately
One way that advertisers often miss the mark when trying to reach the mom market is on the way they portray moms. Ads that suggest moms are perfect or saintly just don’t resonate with them.
Life with kids is so hectic, and moms often feel guilty, like they’re not doing enough. The image of the angelic mom only reminds them more of their inadequacies. Instead, moms want to see real representations: women who are trying their best, but are also flawed. Balance marketing to stay-at-home moms with marketing to working moms – every mother should be represented!
Ads also often fail to recognize that many moms are working moms, often the main breadwinner. Moms and dads are splitting traditional roles, so the whole fifties-housewife thing really doesn’t cut it.
Connect by showing them in their many roles, not as perfect people, but as real human beings.
Moms make a major portion of purchasing decisions, so considering them in your advertising will help drive your sales. Moms under thirty are the up-and-coming generation, and reaching them takes different tactics than reaching older moms. Be authentic, represent moms as real humans, take advantage of social media, make sure your website is easy to use on a smartphone, use diverse representation, and prioritize ethical and sustainable causes.
Need more help marketing to moms under thirty? We’ve got your back. Email us at team@milth.com, and let’s chat!
