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By Melanie Dressler

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Figures 1–2 through 1–4 help put these insights into perspective by comparing the different Millennial orbits to each other in regard to ethnicity, income distribution, and education level, respectively. So You Want to Market to Millennial Parents? It’s time for marketers to change the way they look at Millennials. That means two important changes in viewpoint. First, marketers should stop looking at Millennials through the lens of stereotypes that have fallen by the wayside. org Who Are They NoW?

Millennial parents are more concerned about Internet privacy. After becoming parents, Millennials dropped their carefree attitude t­ oward online privacy. 8 percent of Millennials who said the same thing before they were parents. org 26 MILLENNIALS WITH KIDS FIGURE 1–1 Five orbits of Millennial parents. Image First Against the Grain 22% 9% Family First 21% Style and Substance 22% Under Stress 26% Source: David Gutting and Jeff Fromm, “Millennials as New Parents: The Rise of Figure 1-1 a New American Pragmatism,” Barkley/FutureCast and Consumer Orbit research study, 2013.

Hispanic, Black, and ­Asian—­ all ethnicities in which close family ties are ­celebrated—­ already constitute half of the Millennials who have become parents, and they are changing our conception of the “typical” American household. Now that we have a basic understanding of who Millennial parents are, let’s get to the good stuff! org Who Are They Now? 43 marketers should address Millennials now that they have reached a new life stage. We break down and reconstruct traditional engagement models in order to better connect with a new generation of brand partners, who are completely redefining the participation economy as we know it.

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