Millennial Moms: The real retail disruptors

Consumer goods marketers are paying close attention to young hipster moms. Here’s why: According to new research from market research firm Ipsos, there’s a lucrative yet highly-demanding consumer segment within the millennials cohort: YEMMies (Young, Educated Millennial Moms).

Don’t let the cute name fool you: these shrewd — and often tattooed — ladies are influential and vocal retail disruptors.

Consumer goods companies have already begun to adapt their marketing strategies to appease this segment, capture its tremendous purchasing power and earn positive word of mouth, both online and off.

In the ultra-competitive business-to-consumer (B2C) market, grocery retailers and consumer packaged goods (CPG) companies in particular need to understand—and deliver—what YEMMies want.

The growing power of YEMMies
In Canada, the YEMMies segment is poised to grow from 1.7 million to more than 4 million in the next decade. In the U.S., approximately 1 in 5 moms (22%) is a Millennial Mom, accounting for 9 million women. With an average age of 29, these women are better educated, and more connected and engaged than mothers from previous generations.

YEMMies are savvy, informed shoppers who access a wide variety of information sources before making their purchase decisions. Nearly two-thirds (63%) read the nutrition facts on a product label and value healthy food options.

What YEMMies want
As Ipsos found, the average YEMMies’ grocery shopping requirements are now fairly specific. YEMMies want:

  • Transparency: Product information-sharing matters, as YEMMies want to know exactly where their food comes from and what ingredients are in it.
  • Real foods”: YEMMies want simple, local products, with less processing and fewer ingredients, particularly artificial flavours, colours, preservatives, genetically-modified organisms (GMOs), antibiotics or added hormones.
  • Convenient, portable snacks: Over 65% of consumption occasions take place in between traditional meals, as YEMMies eat five to six snacks per day, rather than three square meals.

What YEMMies say
A couple of YEMMies who are also busy entrepreneurs shared their ideas about these grocery shopping trends. Mother of three and consultant, Lisa Chuma, explained: “It is very important for me that I buy only organic fruits and vegetables. We believe in eating naturally grown produce.”

Mother of one and social networking expert, Jenny Raymond feels the same way. She added: “Most of my grocery shopping is done online, as it’s very convenient and also opens the door to every type of food, including organic and healthy options. The quality of the food is the most important, which is why I shop at high-end supermarkets.”

How to win with YEMMies
To capture YEMMies’ attention, interest and business, your company needs to tell stories that resonate among these young mothers. Use the following tips to establish a positive emotional connection with your brand:

  • Know your audience: When consumers, including YEMMies, feel understood, they are more willing to engage and buy. Create new buyer personas with these busy moms in mind to determine how your marketing strategy needs to change. For instance, do you need to streamline your ingredients list, create content reflecting healthy young families or offer digital coupons by text or messenger to attract these mobile consumers?
  • Craft meaningful messages: Prove you care about YEMMies’ unique needs by emphasizing how your products offer the healthy, natural and convenient foods they crave, as they nourish their growing families. Demonstrate open, honest communication, including detailed product information, to prove your brand is worthy of their trust.
  • Promote your stories: From your product packaging labels to social media posts and influencer marketing, get your unique stories in front of this powerful cohort. Reach and engage YEMMies using digital (Facebook and Instagram) and offline sources (direct mail coupons, packaging, in-store signage, product samples, etc.) in the physical and online spaces they frequent the most, and where your B2C brand is most likely to earn positive word of mouth.

If YEMMies are a key audience for your brand, consider harnessing the power of YEMMie ‘influencers’ by engaging them in the development of your products and your narrative. (Originally published on the blog for Felicity: Inspiring Communications.)

How, if at all, do YEMMies impact your marketing strategy?

Lisa GollerLisa Goller is a marketing and communications professional with over 15 years of experience serving B2B, technology, retail and consumer goods companies. She helps businesses tell their story through irresistible content marketing and strategic communications. Learn more at


Related articles:
5 Disruptive Retail Trends to Watch in 2016
How Local Products Attract Happy, Loyal Shoppers
Infographic: 3 Ways Your B2C Brand Can Demonstrate Transparency

3 thoughts on “Millennial Moms: The real retail disruptors

  1. Being visually optimised when it comes to marketing, and making it interactive and actionable is essential. The millennials are increasingly willing to share their information with retailers and brands but in exchange want tailored experiences. With millennials finding made-to-order appealing as it’s not as wasteful, conscientious consumption is on the rise. So a further disruption is to deliver sustainability in an affordable way.

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