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Research Outline
Prepared for Dana N. | Delivered October 1, 2019
Millennial Parents - Psychographics
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Goals
To build a psychographic profile for millennial parents in the United States including how they are raising their kids and their values regarding parenting.
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Early Findings
Millennial Moms vs. Millennial Dads
Millennial moms have the thought that they must “
do it all
” based on "what they encounter online and the multiple roles they play in today’s fast-paced society."
BabyCenter found that
80%
of millennial moms said that it’s very important for them to be
the perfect mom
, this is higher than both gen X and boomer mothers.
"Millennial dads are feeling the pressure to move past the
traditional father figure
role and take on responsibilities that were typically assumed by women in generations past." Thus, nearly
21%
of them are stay-at-home caregivers.
Crowdtap found that about
97%
of millennial moms and
93%
of millennial dads find "social media “somewhat” to “extremely” helpful to their parenting."
Overprotective Parents
Today-parents are
more protective
in comparison to past-parenting. About 62% of American parents are sometimes overprotective, "and this is particularly the case among millennial mothers."
Seven-in-ten
millennial moms say they are overprotective, compared with 60% of Generation X moms and 54% of Boomer moms.
Millennial Moms are worried about "
bullying, child rape, and kidnappings
."
"They are becoming increasingly
aware and scared
about the effects of technology and social media on a child’s safety and mental well-being, and it might cause them to be increasingly cautious and vigilant."
More Intimate Relation With Children
Millennial parents have "a
more intimate
, less hierarchical role with their children than parents of previous generations."
They say that they want an honest and open dialogue with their kids.
Nearly 8 out of 10
millennial parents said that their kid is one of their best friends.
About
74%
of millennial parents have their children involved in household decisions.
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