A diverse group

There are approximately 78 million millennials in the United States today, and approximately 31 million (40 percent) of them are parents. Parents of this generation are vastly different from those of past generations. Fifty percent of millennial parents —vwho are ages 25 to 34 — are nonCaucasian: Hispanic, African-American, Asian or another non-Caucasian race.

By the time these parents’ childbearing years come to an end and their kids are off to college, America will firmly be a “majority minority” country.

If we believe years of stereotyping, then the typical millennial is style-driven and image-conscious. The truth, however, is that only about one-third of millennials fit this description — and most of those who do fit it quietly and without flash.

Barkley, the Kansas City, Mo.-based advertising and marketing agency at which I work, conducted a segmentation research study on the older part of the millennial generation — parents who are approximately between the ages of 25 and 34. The research uncovered five distinct orbits or segments of millennial parents. Retailers should consider the traits of these different orbits when developing store brand products that cater to millennial parents.

Orbit No. 1: Image First

Accounting for 7 percent of millennial parents, this is the smallest — but most distinctive — of the five orbits we identified. It’s a highly image-conscious group and the one with the highest level of diversity.

For many, parenthood came early — they are the orbit with the oldest children. They likely want to hang on to the trappings of their more youthful days, and they use their well-honed image-management skills to compete and get ahead in society. This orbit is lower in income and education, but it’s also the most style-conscious.

Overall, this group is the most passionate about food as it relates to their appearance and social status. Group members look at the calories in the foods they eat, want to know a product’s ingredients before they buy, eat a well-balanced diet, are the first to try new health foods, look for all-natural foods, and like to treat themselves, but feel guilty when they do.

But this group is also less likely to prepare meals due to a busy lifestyle. Members have the highest indices for any orbit for statements such as “we don’t have time to prepare healthy meals,” “we don’t have time to take care of ourselves due to busy lifestyles,” “we often eat frozen meals,” “we often eat store-made precooked meals,” and “we eat several smaller meals throughout the day.”

Image is still front and center when it comes to views on food. Members say they prefer food presented as an art form, eat gourmet food when they can, and usually are the first to try new foods among their friends.

Orbit No. 2: Family First

This orbit, containing 26 percent of millennial parents, couldn’t be more different from the Image First orbit. It’s one of the two largest orbits, and it’s the only one that looks like the America we used to know: predominantly white and living in traditional families in which the parents are married to each other.

Even though it’s the most educated of the orbits, its members care little about style, fashion or the latest trends in food and health. As their name suggests, what counts is family. They are the least likely to be willing to sacrifice their family time to get ahead, and they rarely miss an opportunity to sit down and eat dinner together.

When it comes to food, this group does not think or look at calories when they eat, does not try new diets, is not one of the first to try new foods — particularly healthful ones, and does not think ecofriendly products are of high quality. This group also tends to use simple, easy-to-prepare foods and to not eat store-made precooked meals.

What drives this group is the cost of food. Members are known to shop around to take advantage of specials or sales, always look for special offers, and be swayed easily by coupons to try new foods.

Food consciousness skipped this group of millennials — you won’t find many foodies here. Food is mostly functional, though it provides a useful social tool for bringing the family together.

Orbit No. 3: Under Stress

This is another ethnically diverse group. Accounting for 17 percent of millennial parents, it’s the second weakest in terms of both educational attainment and income (behind the Image First orbit).

However, unlike “Image First,” this orbit reflects attitudes and behaviors that show much less confidence and optimism. With both a high rate of unemployment and a relatively low labor participation rate, this group has taken a harder hit from the recession than any other. Members aren’t your stereotypical millennials — in fact, their usage of social networks is somewhat lower than that of the general population, and their consciousness around food, health and style is lower than any other orbit — and is even weaker than that of the general population.

This orbit also comprises the least healthful eaters when it comes to food. Members tend to not want to know about the food they are eating, not work at eating a well-balanced diet, and not try to eat more healthful foods.

Members of this orbit rarely sit down to a meal at home. Instead, they often eat frozen food, store-made precooked meals and fast food.

As parents, members of this group are less engaged with their children than those of any other orbit. Only 32 percent say they enjoy watching kids’ shows with their children, and they have little problem saying no to their kids. Only 39 percent say “family life is the most important thing to me” — 43 points below the percentage of the next lowest millennial parent orbit. The Under Stress orbit is a sharp reminder that the millennial generation is not all upbeat, connected and on the path to a

bright future.

Orbit No. 4: Style and Substance

Taking in 26 percent of millennial parents, this orbit is one of the two largest, along with the Family First orbit. However, it is much more ethnically diverse — in fact, its composition closely matches the ethnic profile of millennial parents overall. It is second in terms of educational attainment and the highest in terms of income. It mirrors the Image First orbit with many of its attitudes on style, fashion and health — though its views are more muted than they are in the Image First group.

Members of this orbit have traditional families like those in the Family First orbit, but their worldview is more global and expansive, and they are more driven by desire for success. Their views on food are also more similar to those of Image First orbit members. They want to know the ingredients in their food, work to eat a well-balanced diet, try to eat more healthful foods, be the first among friends to try new foods, and eat several small meals throughout the day.

But this group loves to cook; members look at the kitchen as the most important room in their home, refer to recipes when cooking, and like to use new recipes. When cooking, they prefer simple, easy-to-prepare foods. But they also see themselves as adventuresome when it comes to trying new foods and drinks.

Like those in the Family First orbit, members of the Style and Substance orbit say family is the most important thing in their lives. However, they run a looser household.

Orbit No. 5: Against the Grain

This group, accounting for 24 percent of millennial parents, gets its name because it runs so counter to most millennial viewpoints. So many of the things we attribute to millennials — such as a sense of empowerment and an adventurous spirit — do not show up with this group. Its ethnic composition is close to that of the Image First orbit, but its worldview is quite different.

Members of the Against the Grain orbit are hard workers; they have the second highest labor participation rate at 69 percent, and the second lowest unemployment rate at 11 percent. When you look at their attitudes and behaviors, it’s clear that they do their best to move forward — but they do struggle. And they have a feeling there is little they can do to change their life.

This group has the lowest indices related to most food and health issues. Members put the least amount of thought and effort into what they eat. As it relates to the orbits, keep in mind that this generation of parents has never experienced a strong economy, has the highest concentration of minorities, and looks vastly different than previous generations of parents.

Moving forward

Marketers must move away from the stereotypical views of millennials and work to better understand the generation’s changing needs as they become the core consumer targeted by marketers.

To get more insights, visit www.millennialmarketing.com.