March 5-6, 2019

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Millennial Parents: The New Family Dynamic

Room 5 | 2:15-2:45 | Wednesday, March 6, 2019

Open Mind Strategy (OMS) surveys and speaks personally with thousands of consumers every year via deep-dive techniques, including DiscoverJournalsTM, GroupStormsTM and in-home immersion. OMS Youth IQ is a quarterly survey of Gen Z and Millennials 13 to 37 with questions designed to stay on the pulse of youth today – their passions, goals, beliefs – as well as their fast-evolving media behaviors.

OMS will present five key thought-provoking insight themes about Millennial parents to spark thinking for how marketers and researchers approach this group.

In their formative years, Millennials challenged many marketers’ ideas around communicating to “youth” but Millennials are no longer “the youth cohort,” they are now at the head of the household, raising the next one. In their latest generational insight presentation, OMS examines the over 30 million Millennial parents once again challenging the status quo and charting their own course. Millennial parenting ushers in an array of important trends such as Competitive Co-Parenting, Crowdsourcing Peer Perspective, Life Designed to Display, The Anxiety Economy, TV as the “Good Screen” and a movement from Me Time to We Time that is driving new expectations and desires around content and co-viewing. This presentation takes a closer look at the New Family Dynamic and offers actionable insights to help your brand better connect.

Presentation type:

  • Research Report

Subjects covered:

  • Data integration/big data
  • Mobile research
  • Storytelling/data interpretation
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • Ethnographic/observational research
  • New techniques – qualitative and quantitative


  1. OMS presents new framework of how to approach the “primary shopper” in a household by sharing insights highlighting how daily parenting duties extend beyond mom.
  2. Attendees will find out the truth about screen time strictness or lack thereof among Millennial parents. OMS research shows that commonly held assumption about Millennials’ attitudes towards technology are generally wrong.
  3. Attendees will learn more about what sources are most influential with Millennial parents. Traditionally they were influenced by their own parents, some by social media stars but what influences Millennials is peers dealing with similar issues and hashing it out on social media.


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