Of the 40 million U.S. millennials aged 25 to 34, 22.9 million already
have children. With 10,000 millennial women giving birth each day, the
generation that's often viewed through the lens of youth is quickly
growing up. A new study of millennials who have children reveals that
parenthood is driving a more pragmatic, conservative outlook. Yet,
millennials report that 'conservative' is not a political term, but
instead a shift in attitude that will dramatically change how and where
they spend, their commitment to the internet, and the social beliefs
that were widely believed to be quintessentially millennial.
"Interest in millennials has reached a fever pitch-and rightfully so,
this generation influences the purchases and beliefs of nearly every
American," said Jeff Fromm, president of FutureCast and co-author of Marketing
to Millennials: Reach the Largest and Most Influential Generation of
Consumers Ever. "Just when we think we have them figured out, the
data shows that millennials are now shifting into two very disparate
groups. Parenthood is radically changing millennial behavior and
The "Millennials as Parents" study was conducted in July 2014 and
surveyed proprietary datasets of the 19.3 million millennial households
with adults aged 25 to 34, comparing those with and without child(ren).
The study covers a variety of industries including food and restaurants,
technology, auto, and retail. Highlights from the survey will be
featured at the annual millennial marketing conference Share.Like.Buy
in Minneapolis on September 16, 2014. For inquiries about the full data
and analysis from the "Millennials as Parents" study, please contact FutureCast.
Millennial Politics and Economic Outlook in Transition:
The data showed large drops in political, social and civic commitment.
Before they become parents, 12.5 percent of millennials belonged to a
civic organization, a figure that drops to .3 percent after they have
children. Likewise, before they become parents, 10 percent of
millennials belong to an environmental organization, which drops to .2
percent after they have children.
In fact, when it comes to environmental issues, millennials ar waning
in their commitment to one of the most basic conservation ideals:
recycling. Before they have children, millennials over-index against the
general population-meaning they are more likely to believe/act than the
total U.S. population-in nearly every category of recycling. After they
have kids, that commitment experiences a sharp decline, with commitment
to "very often" and "sometimes" shifting to "never" when it comes to
recycling everything from glass to newspaper to aluminum cans.
Parenthood shows a sharp increase in millennials that identify
themselves as "conservative evangelical Christians" from 9.6 percent to
32.9 percent. However-in a potential conundrum for the upcoming election
season-more millennial parents, 30 percent, self-identify with the
democratic party than any other.
"Millennials do not think of the word 'conservative' in political terms,
but instead, a definition of how they feel about their household and
young family," said Fromm. "In fact, when it comes to political outlook,
millennials define themselves as 'middle of the road' more than any
Overall, millennial parents' income has remained largely flat. Of those
households reporting annual income of between $50,000 and $100,000, 7.6
percent reported a drop in income; those households above $100,000 in
earnings remained flat. However, they still remain optimistic about the
future-millennial parents are more likely than the general population to
say they will be 'somewhat' or 'significantly' more well-off 12 months
Overall, millennial parents are showing an increased propensity toward
shopping and spending. Before they had kids, 45 percent of millennials
say they 'rarely go shopping' which drops to 29.5 percent after
Millennial Internet Use and Privacy:
A huge spike in privacy concerns was reported by millennial parents,
with 29 percent saying they 'use the internet less because of privacy
concerns,' up from 9.8 percent before parenthood. The data also revealed
that millennial parents are willing to forgo privacy concerns if they
are offered a deal or insider info-but not via the internet. Millennial
parents who want to hear about new products or services via email stands
at 31.9 percent, versus 17.3 percent for millennials without kids.
Likewise, before they had kids, just 2.5 percent of millennials were
'interested in receiving ads on their cell phones,' which jumps to 12.3
percent after they have children.
About the "Millennials as Parents" Study:
The "Millennials as Parents" study was conducted in July 2014 through
a partnership between FutureCast and Consumer Orbit. The study looked at
U.S. households with inhabitants aged 25-34, with one or more child(ren)
in the home, through the lens of the Consumer Orbit's Total View®
database. Evaluating the clearest markers related to attitudinal
statements focused on personal, family, friends, work, pleasure, social,
faith and the world around us, five naturally occurring orbits emerged.
The strongest indicators and defining variables of each orbit related to
the segment as a whole were extracted. Additionally, tendency of
motivations and preferences for millennials aged 25-34, both with and
without children, as compared to adults 18+ were extracted to indicate
proclivity to attitude and behaviors.
FutureCast is a leading national expert on millennial marketing.
Services include millennial research, millennial consulting and content
excellence. FutureCast's leaders frequently serve as keynote speakers
and media experts on millennial trends. FutureCast is based in Kansas
City and is a partner company of Barkley, one of the largest independent
advertising agencies in the U.S. www.thefuturecast.com
About Consumer Orbit:
Consumer Orbit is a Kansas City-based consumer science company
specializing in understanding customers down to the individual household
level. As one of the country's largest aggregators of consumer behavior
data with over 63 trillion fields of data covering over 93 percent of
U.S. households, traditional demographic descriptors are replaced by
combining our Client's customer knowledge with our vast database of
consumer behavior. These data sets together make customer data smarter,
resulting in strategic and tactical tools that deliver measurable
performance metrics readable in real-time. www.consumerorbit.com
[ Back To NFVZone's Homepage ]