Marketers should be paying close attention to this boom, because as we know, moms carry a lot of purchasing power, and these new moms are not our parent’s Baby Boomer generation. This new generation goes by many names. These moms are late Gen Xers, Yers and Millennial Moms. They are the V (virtual) Generation. But moving past the labels, these new moms shop online, can’t survive without their cell phones, and personalize their social network profile with oodles of baby pictures. They are savvy consumers, and know when they’re being marketed to. They have a powerful voice, and use the ever-growing mix of new technology out there to express their opinion. This young generation is not afraid to speak up about what they think—not at work, not at home, and especially not when it comes to their new babies. And now, these women are buying more products than they ever thought they would need with less time and sleep.
So how do brands market to this new wave of mommies out there? A lot of brands are moving toward the philosophy of brand transparency, and having an open and honest dialog with their consumers. They are incorporating Web 2.0+ technologies such as social networks, online widgets and texting campaigns to better engage this segment. In addition to these new mommy behaviors, new moms are still looking for relevancy and convenience. Their lives are crazier than ever, so they “demand” a smooth user experience to help them accomplish everything they have on their plates. It will be interesting to watch how this new generation of moms shapes the brand experience. Marketers will have to move quickly to keep pace with their evolving lifestyles and family needs.
