Retail Observer

RETAILOBSERVER.COM JANUARY 2016 14 B O O K R E V I E W A s adolescents, they were labeled tech-obsessed, self-absorbed, spoiled brats. Now, as adults entering their prime spending years and raising children of their own, Millennials are defying their own stereotype. Understanding the mindset, priorities, and motivations of this massive generation–some 80 million Americans born between 1977 and 1996, whose numbers surpass Baby Boomers and triple those of Gen Xers-is crucial for anyone with a stake in launching, growing, or maintaining a successful business. Who are the Millennials becoming as they grow up and settle down? What are the keys to earning the coveted brand loyalty of Millennial moms and dads? Millennials with Kids uncovers a wealth of insights. Building on the highly acclaimed Marketing to Millennials and distilling data from a new large-scale generational study, authors Jeff Fromm and Marissa Vidler challenge common assumptions about this complex and diversified generation. As they make clear through engaging case studies and eye-opening interviews with Millennial parents, these digital natives are using technology in innovative ways to streamline the tasks and trials of parenthood, holding onto their global sense of compassion while refocusing their support on local causes, and seeking out adventure closer to home that accommodate children. Most striking and significant of all, Millenial parents are approaching family with a fresh, dynamic form of traditional American pragmatism-philosophy that emphasizes the practical application of everything. Beyond offering fascinating demographic profiles of our nation's youngest parents, Millennials with Kids shares savvy ideas and effective strategies for tapping into their immense buying power. Chapters reveal how to: • Appeal to five distinct orbits of Millennial parents, including thrifty, conservative "Family First" believers and more progressive, more affluent, deeply committed moms and dads who synthesize "Style and Substance." • Welcome Millennial parents as brand-building partners, making them co-creators throughout the entire customer journey, from product development to marketing, to satisfy their craving for participation and customization. • Increase a brand's "shareworthiness" among Millennial parents by installing it with both a higher purpose than profits and practical problem-solving abilities. • Integrate technology to allow Millennial parents plenty of room to personalize products and services instead of confronting to an already identified brand image. • Democratize the customer experience by giving Millennials the freedom to access information and products from any platform. • Develop content-driven campaigns that speak to Millennials in their own casual language and strengthen their self-identity, plus more. Filled with examples of brands that get how to connect with Millennials parents—Cheerios, Hallmark, IKEA, and StoryBots, among them—also offers valuable takeaways from highlighting brand mistakes and failures. For marketers, brand strategists, start-up entrepreneurs, and business leaders, Millennials with Kids is a riveting revealing guide well worth the investment and time. MILLENNIALS WITH KIDS Marketing to this powerful and surprisingly different generation of parents Author: Jeff Fromm is president of FutureCast, a Millennial marketing consulting firm and contributing writer to Forbes Magazine. Marrissa Vidler is founder of Clear Box Insights marketing reasearch firm Publisher: Amacom Books RO

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