Marketing To Millennial Parents

1. Create Experiences That Matter

The millennial parent’s world is full of 'FOMO'—and that doesn’t go away just because they’ve had kids. In fact, they’re incorporating their little ones into their quest for unique, sharable experiences. From filming viral TikToks with their children to seeking out the coolest family adventures, millennial parents want it all—and they want to tell the world about it.

So ask yourself: is your brand creating authentic, interactive experiences that tap into this desire for connection? At Interlude Studio, we believe your brand should do more than offer a product. It should create stories. And for millennial families, those stories need to be immersive, fun, and, most importantly, sharable. Digital, virtual, live experiences—whatever the format, millennials want to participate. They expect to be active participants, not passive observers. If you want their loyalty, create something worth their time.

2. Be Real—Authenticity Above All

Millennial parents are real with their kids—nearly 8 out of 10 consider their child one of their best friends. They value open dialogue and encourage participation in decision-making, with 74% of millennial parents involving their children in important family decisions. So how does this impact your brand?

For one, your content should foster these conversations. Show parents how your brand aligns with their values, interests, and need for authenticity. Whether through relatable storytelling or providing a platform for honest dialogue, connect with millennial families by reflecting their reality—open, honest, and a little unpredictable.

3. Storytelling Over Selling

Millennials don’t like being sold to. Period. Pushy messaging full of jargon won’t fly here. Instead, opt for clear, focused communication that creates emotional connections. Tell stories that resonate. Be genuine, simple, and transparent. Make your brand part of their life journey, not just another company vying for attention.

At Interlude Studio, we craft messages that tell more and sell less. We understand that creating an emotional connection trumps any sales pitch. Your audience isn’t interested in fluff—they want substance. Keep it real, and they’ll stick around.

4. They’re More Than Just Parents

Here’s something brands often overlook: while millennial parents are dedicated to their families, they’re equally focused on maintaining their own identities. Three-quarters of millennial parents say they continue to pursue personal passions post-parenthood. Whether they’re surfers, bakers, or entrepreneurs, these parents want brands to recognize that they’re still individuals with diverse interests.

When creating marketing strategies, don’t reduce them to just “parents.” Speak to their entire identity—parent, professional, hobbyist, and adventurer. That’s where you’ll find the sweet spot.

5. Be There When They Need You

In the age of information, millennial parents turn to digital resources before anyone else. Whether it's social media, blogs, or YouTube tutorials, they’re looking for helpful, reliable content to guide their parenting decisions. In fact, 3 out of 4 millennial parents use videos from brands for parenting tips, while 97% of millennial moms and 93% of millennial dads find social media extremely helpful.

The takeaway? Your brand needs to be present—offering valuable, relevant content exactly when they need it. Build trust by being the go-to resource, and you’ll become an integral part of their family’s journey.

Social Media is Their Playground

Millennial parents live on social media—it's where they find entertainment, guidance, and connection. They’re more likely than non-parents to use platforms like Facebook, Instagram, and TikTok daily, and they rely on these spaces for everything from product recommendations to parenting advice. But it’s not just about scrolling; millennial parents also use social media as a tool to manage online safety, with one-third of them leveraging platform controls for their kids.

So what does this mean for your brand? A robust social media strategy is no longer optional—it’s essential. Engage with millennial parents where they already spend their time, and make sure your content is fun, shareable, and designed with safety in mind. Remember, they’re savvy, and they expect the brands they interact with to be too.

6. Equality Matters—Include Both Parents

Millennial parents are breaking down outdated stereotypes. Dads are more involved in childcare than ever, and parenting is becoming a shared responsibility between moms and dads. But here’s the kicker—many brands still default to speaking primarily to moms. That’s a mistake.

Studies show that 83% of younger parents want brands to speak equally to both mothers and fathers. Fathers, like mothers, are seeking out parenting content, whether it’s a YouTube tutorial on assembling baby gear or a blog about mealtime tips. So, when developing your marketing strategy, don’t neglect dad. He’s just as eager to engage with your brand.