5 stats about marketing to parents in 2023
Last week, Candace Huntly shared 5 things she's learned about marketing to parents, this week, we’re continuing along the same lines as I shared 5 stats about marketing to parents in 2023.
If you’re thinking of marketing to parents, particularly parents of young children in 2023, chances are many will be millennials or those who are older Gen Z’s (think mid 20’s). In fact, according to the National Retail Federation, millennials are parents to 50 percent of today’s children. With that being said, the statistics below will reflect that.
So let’s take a look at some stats and what they may mean for you!
86% of millennial dads turn to YouTube for guidance on key parenting topics like preparing meals, using a product, or assembling gear.
When it comes to marketing for your business, you may think that you have to appeal and sell to moms as you may think they do most of the shopping. But that’s not necessarily true in 2023 and it’s certainly not true of millennial dads. In fact, 83% of millennial dads turn to YouTube for guidance on key parenting topics like preparing meals, using a product, or assembling gear. Furthermore, according to another statistics, 83% of parents say they think advertising for parents should appeal to both mothers and fathers equally. This is an important insight to remember when marketing your products. For example, you may want to stay away from gendered language, such as addressing videos (and other content) only to moms!
3 in 4 Millennial parents are open to branded videos on YouTube when seeking guidance on parenting topics.
Millennial parents in particular are open to brand videos on YouTube when it comes to guidance on parenting topics. So what does that mean for you? This presents the opportunity to create and share content that features your products/services while also providing guidance. That can include how-to videos/tutorials and more.
72% of Millennial parents agree they use YouTube to make better purchases for their child.
In addition to the above statistic, 72% of YouTube millennial parents also agree they use YouTube as a parent to make better purchases for their child. With this in mind, if you’re marketing to millennial parents, you may want to utilize YouTube - afterall, you want to be where your audience is. Here are a few ways you may be able to do this:
Share how-to/tutorial videos
Work with parenting influencers who can act as ambassadors for your brand
Parents say they are tired of seeing unrealistic images of moms who look put together (35%), families with no financial concerns (33%), and well-kept, organized or Instagram-worthy homes (32%).
We cannot stress this enough… AUTHENTICITY MATTERS. Unrealistic images of moms, and families as a whole, can make parents feel a range of emotions. For example, they may feel guilt, or feel like they aren’t measuring up, or they may simply feel like they can’t relate. Either way, you don’t want your target audience to feel disconnected from your brand or alienated by your messaging.
78% of millennial parents and 58% of other parents use their phones to research products.
It’s no secret that mobile shopping has grown increasingly popular over the years, so it shouldn’t be a surprise that many parents use their phones to research products before purchasing. As we said, you want to meet your customers where they are and part of that means being online - from being on social media platforms to having your own website. If you do have a website, we recommend making it mobile friendly and suggest having buttons linking to your social media accounts.
Looking for ways to connect with and market to parents? Check out some of our other articles, such as:
Or…