What Are Millennial Moms?: The Generation of Parents with $2.4 Trillion in Buying Power

As each generation ages into their parenting era, parenting styles may shift slightly, or change drastically. Each generation cares about different things. They reflect this in everything they do from how they parent, how they spend their time, how they shop, and more!

Millennials are the most populous generation alive today, which means they have a ton of buying power. Millennial moms, specifically, are responsible for $2.4 trillion in spending in America. Can you believe it?

If you’re looking to engage millennial moms, whether with content or product lines, it’s super helpful to understand what millennial moms actually care about. So today, we’re going to talk about what millennial moms really give a f*ck about, so that you can offer them exactly what they need!

What Are Millennial Moms?

Millennial moms are moms born between 1981-1996. As a generation, millennials are values-driven, tech-savvy, and resourceful. They may get a bad rep in the media for being obsessed with avocado toast & iced coffee, but let’s be real that way of thinking is sooooo 2017. We’re way past that!

To learn more about who millennial moms are, you’ve got to know what they care about. This will help you get a clear picture of who you’re marketing to.

What Do Millennial Moms Care About?

Emotional Wellbeing

Millennial moms prioritize the emotional wellbeing of those around them especially their kids. 

In fact, Inclusive Market Research Group conducted a study in 2023 that found nearly three-quarters of millennial moms ascribe to the same parenting style called authoritative parenting. This style features warm, nurturing interactions, clear boundaries, and explanations of discipline. 

Basically, millennial moms want to raise kids who are mentally strong and respectful of the people around them. They believe that is accomplished by giving kids space to process their feelings, while still maintaining firm boundaries. 

Health-conscious Options

If you see someone in the grocery store looking intensely at food labels, chances are high that you’re looking at a millennial mom.

Millennial moms are purchasing more organic and locally sourced foods than the generations before them. As a whole, millennial moms want to know that their food is nutritious and safe. Many millennial moms can be weary of processed foods and opt for more whole food options instead.

You can speak to these concerns by providing ways for millennial moms to feel safe about the food situation. There are lots of ways to do that! You can provide helpful information about food, such as how to find toxic ingredients in food, how to keep picky eaters healthy, or how to eat clean while on the go. You can also provide products that are unprocessed and toxin-free. 

Authenticity

Millennial moms like brands that have an authentic narrative. They want the brands they shop to be exactly what they say they are (and no greenwashing, please!). They often feel drawn to brands that align with their values and can connect emotionally, especially when a brand’s narrative resonates with their own experiences and aspirations. 

If you’re wondering how to build an authentic brand, look no further! We’ve got the details here. 

Time

According to Motherly’s 2024 State of Motherhood Report, 82% of millennial moms are part of the workforce, whether full-time, part-time, or seeking work. 28% of those moms are working more than 40 hours. Millennial women in general are more likely to participate in the workforce than the women who came before them. 

As a result, millennial moms have less and less time for themselves and their families. So, they really value any way that you can give time back to them. This can look like helping them manage work-life balance, addressing mom guilt in the workplace, or creating a product that saves them time. E-commerce platforms are especially huge for millennial moms, as it allows them to buy things from home. 

Friendship

It can be hard to balance friendship as a mother. You’ve suddenly got a lot of new responsibilities on your plate that require your full attention. Managing a friendship or ten in the middle of that can be incredibly difficult.

Still, millennial moms generally will put in the effort to cultivate healthy friendships. Whether those are friends they had before they became a mother, friends they became a mother with, or new friends they met after being a mom, each friendship serves a vital purpose. 

Motherhood can be draining even when it’s fun! That’s why millennial moms need friendship to fill their buckets and make them feel like a whole person, not just a mother. 

Brands can support mothers in this area by sharing information on how to make mom friends. Or, you can create a way to make mom friends more easily. Social media or apps like Bumble BFF can be a great place to start!

Everyone goes through seasons of life that affect their availability for their friends. As a mom, if you’re finding yourself lonely for any reason, these podcasts for moms will remind you that you’re not in this by yourself. Whether you’re looking for motivation, empowerment, “me” time, or just a friend who gets it, we’ve got you covered.

Living Their Best Lives 

Millennial moms are like the queens of resilience and resourcefulness when it comes to parenting. They’re not just going to sit around feeling like sh*t; they’re going to do something about it. 

But what they’re going to do depends on who they are. There’s a lot of ways to feel like sh*t, and a lot of ways to get out of that rut. It could be making themselves feel beautiful again after having a baby, practicing meditation for easier interactions with their kids, or finding ways to tackle mom guilt. 

No matter what problem a millennial mom is facing, she’ll go after it until she solves it. And, as a brand, you have the opportunity to provide solutions that support and help those millennial moms out. 

Addressing what millennial moms care about can make a huge difference for your brand. 

Since millennial moms have so much buying power in today’s economy, focusing on what they care about is a smart move for your brand. Plus, we love millennial moms! We want to see them absolutely thriving. We hope you can get them there!

And, if you’re a millennial mom, your baby simply needs this “Cried Today” onesie. It’s so cute and most likely? It’s so true, too. Plus, you can get a matching crew for when you didn’t cry! (Or when you, like, barely cried. It still counts!)

Are you a millennial mom? Let us know what you look for in a brand down below!