Each generation plays a part in influencing the world around it to make changes, and the same holds true for millennials. The generation that grew up on computers and cell phones is now the next generation of new parents and consumers of child care products. As a result, businesses have had to either change the way they interact with their new clients or miss out on an opportunity for growth.
As millennials take on the role of parents, their priorities change. Not only do they have someone else to care for, but they find they don’t have the time to shop around for the best deals from store to store, or even sit at home on the computer and browse through websites. Mobile apps for businesses have been growing steadily the past few years and due to their success and usage, that doesn’t seem likely to stop.
Before, it was necessary for a company to have a strong online presence to be successful. Consumers of multiple generations have gotten into the habit of conducting searches to find the best products at the best prices online. However, now these same companies need to ensure those sites area easily adaptable to mobile devices to allow their consumers-on-the-go a chance to continue seeing their products. If you have an app that allows users to purchase items quickly and easily, your sales increase. Why?
Millennials have been showing a pattern recently of favoring companies that offer an easier check out process in addition to quality of product. They want to find what they’re looking for, make the purchase, and except fast shipping so they can get on with their day. Ease of use is what will make or break a company’s success with this generation. If it can be streamed or downloaded instantly, even better.
One app to emerge with increasing popularity is Uber. Through the app, a person can request a car much like a cab. Unlike a cab, the individual can also pay for the service through the app. This convenient service eliminates the need to have cash on hand and makes the entire experience more convenient for the user.
Another factor millennial parents take seriously is transparency of the product. What’s in it? How is it made? How safe is it? Companies that can offer natural, safe products that help with child nutrition or development are more likely to be successful than those who continue to offer artificial substitutes or faulty equipment. As products are recalled and shared online, this generation of consumers not only pays attention, but they share the information with other millennial parents.
Whole Foods is one company that is taking advantage of this trend by focusing solely on providing organic and natural products. Millennials want something different and healthier options than the processed foods found in traditional supermarkets. As a result of the business’s success, similar food vendors have emerged offering natural food products.
As for social media, new moms and dads tend to decrease the time spent with certain accounts such as Tumbler and Twitter. Instead, online parenting groups on Facebook, Instagram or Pinterest see an increase and are the best avenues for companies to reach these consumers. As this generation gets older and takes on new responsibilities, the way in which businesses market to them also needs to change. It’s not about finding a viral video or a hilarious meme that will draw attention to the company or product. It needs to be relevant to their needs as a parent and it needs to be easily accessible.
Successful businesses know the importance of adapting to their market. Knowing what the current market’s needs are is a big step towards making the correct adjustments. Hopping onto the social media or app bandwagon just because other businesses are doing it doesn’t make sense. By focusing on millennials in particular, companies can get a better sense on what consumer trends will be and how to maximize on this information. They should remember to never underestimate the power of a generation. Businesses can either adapt or get left behind.
