What Are Millennial Parents?

Who counts as a millennial parent? Everything you need to know about the new generation of parents attending your activities.

The Rise of Millennial Parents

The world’s most powerful consumers; millennials are people born between 1981 and 1996. Of the 679,106 UK births in 2017, 87% of these were to millennial mothers. By 2020, over 5.5 million parents in the UK will be considered millennials, and, by 2025 this will be 83% of all parents.

By 2020 over 5.5 million parents in the UK will be defined as Millennials

By 2020 over 5.5 million parents in the UK will be defined as Millennials

As with all generations, modern parents have a different outlook on life to their parents. Access to the internet and smartphones, plus the growth of social media have reshaped their expectations as consumers, how they manage their social lives and how they choose to spend their disposable income.

The new generation of parents are driving the experience economy - a shift in consumer spending that is revolutionising a range of industries as they adapt to provide more memorable experiences for their customers.

We’re now seeing a noticeable change in the priorities that modern parents place on their family life. Ahead we will examine how this shift in outlook is changing the family activity sector. The world’s most populous generation is now millennials - and they’re starting families.

 
Comparison of Baby Boomers, Generation X, Millennials + Generation Z

Comparison of Baby Boomers, Generation X, Millennials + Generation Z

 

Key Trends: Four things shaping the new generation of parents

 
 

1

Social Life = Digital Life

Millennials seek unique and inspiring experiences and these aspirations are no different for their children. Think about how you can create special moments at your activities that children and their parents will remember.

The rise of the smartphone combined with improved connectivity has accelerated the growth of social networks.

For a generation that check in online multiple times per day, the role of social media is huge. Acting both as places to share parenting updates and seek out parenting knowhow, mums and dads today are more likely to turn to a digital community for parenting guidance and support than their own parents.

The rise of influencers like @mother_of_daughters and the popularity of local parenting Facebook groups have changed the way new parents access parenting advice and information.

 
 

2

Generation Smartphone

Millennials have been shaped by computing technology in ways that previous generations have not. Widespread use of the internet and the subsequent rise of smartphones have reshaped the way parents today manage their life.

With an explosion of tech startups delivering services and information on demand, this group of consumers now expect a new level of immediacy in how they find information and choose to spend their money.

It’s hard to find an industry that hasn’t had to adapt to the rising usage of smartphones. In everything from ordering a takeaway (Deliveroo, Just Eat) to hailing a cab (Uber, mytaxi), customers have high expectations when it comes to managing their life and accessing information. As this generation of digital natives become parents for the first time, the technological bar has been raised for all companies and brands looking to connect with them.

 
 

3

Experience is Everything

A recent US study by Harris revealed that more than three in four millennials would choose to spend money on an experience or event over buying something desirable:

 
More than three in four millennials (78%) would choose to spend money on an experience or event
 

‘...this generation highly values experiences, and is increasingly spending more time and money on them – from concerts and fitness classes to festivals, shows and events of all kinds.’

Rave-A-Roo run events where families can party in an environment that both adults and children will love. Packed with sensory toys, crafts and games for kids, parents can enjoy a drink and listen to professional DJs in a child-safe environment.

Rave-A-Roo run events where families can party in an environment that both adults and children will love. Packed with sensory toys, crafts and games for kids, parents can enjoy a drink and listen to professional DJs in a child-safe environment.

Happiness is no longer as focused on possessions or career status, but on living a meaningful, happy life and creating, sharing and capturing memories.

For family activity organisers the rapid growth of the experience economy presents a huge opportunity. Parents with young families have never been more eager to seek out new activities for their family, and place a high value on giving their children new experiences.

It’s not hard to see the explosive growth of the experience economy. From the rise of Airbnb’s ‘live like a local’ to the never-ending stream of Instagram photos, parents today love to seek out new and interesting experiences.

 
 

4

Credit Crunch Reality

The effects of the 2008 downturn continue to have a huge impact on anyone born in the 1980s and early 1990s, with employees in the 22 - 39 age bracket today seeing the largest falls in real average earning following the recession.

1.8 million families with children now rent privately, up from 600,000 in 2003. The Resolution Foundation think-tank announced that up to half of the millennial generation could still be renting in their 40s – and, if home ownership growth in Britain follows the “weak pattern” of the 2000s, a third of millennials could still be renting by the time they claim their pensions.

Raising a family puts a huge amount of financial pressure on parents, regardless of generation, but it’s clear that millennial parents face a greater level of job and housing uncertainty than any other generation since the Second World War.

The upshot is that parents are (understandably) cost conscious. Price and value are key considerations when looking for things to do as a family.

 
The percentage of young homeowners is decreasing

The percentage of young homeowners is decreasing

 

A New Generation & New Opportunities

For family activity organisers the rapid growth of the experience economy presents a huge opportunity. Parents with young families have never been more eager to seek out new activities for their family, and place a high value on giving their children new experiences.


Happiness is no longer as focused on possessions or career status, but on living a meaningful, happy life and creating, sharing and capturing memories. We’re now seeing the influence of this trend on type of activities parents seek out for their children.

 

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