Modern society is comprised of millennial moms who seemingly do it all – from curating Pinterest-worthy homes for their families to thrive in, to working full-time careers and even maintaining side jobs. But amidst the hustle and bustle, one specific industry continues to miss the mark in meeting the standards of millennial moms: retail.
According to Intelligence Node, “In the U.S. alone, approximately 1 in 5 moms (22%) is a millennial mom, representing 9 million women. Yet they feel misunderstood, as 42% say ‘most advertising and marketing is not geared toward women like me.’”
For many first-time mothers, the divide begins with maternity apparel, which now more than ever, is prioritized to be both fashionable and comfortable. Among the few-and-far-between brands to accomplish this are the trendy and affordable ASOS and the luxurious Mango, which tout maternity collections made with comfort and style in mind.
Outside the realm of apparel, retail categories being influenced by the rise of millennial motherhood are equally demanding – but not quite supplying – an upswing in novelties from gender-neutral toys for babies, to the safety and sustainability of skincare products, to prenatal and postnatal vitamins and supplements, and beyond.
Learn more about millennial mothers and their demands here.