IN THE WEEK BEFORE MOTHER’S DAY, LET’S TALK A LITTLE ABOUT THESE “WONDER WOMEN” – MILLENIAL MOTHERS!
The Millennial generation that includes people born between the late 80’s and early 90’s has bet on the “naturalization” of motherhood. These expectant mothers seek to lead a healthier lifestyle and this will reflect on child rearing.
The previous generation prioritized practicality in children´s education, including feeding with increased use of ready-made baby food. Millennials mothers are more aware of the relationship between lifestyle and the development of chronic diseases and have sought healthier alternatives.
Brands should be aware of this change of behavior to offer the consumer products that meet these expectations and facilitate the day to day without giving up nutritional quality. (“https://equilibriumlatam.com/maes-millennials-focam-no-natural)
MOST “MILLENNIAL MOMS” ARE INDEPENDENT, PRODUCTIVE, CONNECTED, LOVE YOUR FAMILY, BUT FEEL OVERLOADED IN YOUR RESPONSIBILITIES!
Crescer Magazine conducted a survey of 2,991 female subscribers, MOTHERS BORN IN THE PERIOD 1980 TO 1990, WITH CHILDREN UP TO 10 YEARS OLD. The survey was conducted over the internet and outlines several aspects of this profile – we found that these generation Y mothers do not bother to please the partner at any cost. Most marry out of affection and maintain the relationship out of love, not out of social obligations or economic dependence.
They grew up guided by their mothers to be independent. They focused on the study, then their profession and marriage, and chose to have children later. Today, they fight for equality at work and pride themselves on the house they have won with their salary – the new moms are autonomous like no previous generation. They decide and manage almost everything by themselves. They experience an egalitarian relationship with their partners and will not fail to seek their freedom if they are not happy. They dedicate time and money, especially, to the children, who are still small. They were at the end of the line of priorities, just like their mothers. But above all, they want to reconcile all these roles well.
For millennial mothers, not having time is a constant. At the time of organizing the routine, the children come first: half prioritize to stay with them and 77% devote four hours or more a day to maternal care – a time that, for 45% of them, is enough. At the first opportunity of free time, 37% do not want anything very special: they want to sit in front of the television. 3% prefer exercises or some aesthetic treatment and 8% would leave more with the companion.
THE BIGGEST DREAM IS TO HAVE PROFESSIONAL SUCCESS, BUT WHAT MAKES THE CAREER SO SEDUCTIVE?
– STATUS: People are recognized for their social insertion and career helps to build that identity.
– INDEPENDENCE: Women no longer marry to be sustained. Couples are formed by affection, not by the need to have someone to take care of them and maintain them.
– INCOME: For 56% of respondents, having a career or job that fulfills them professionally is the main desire after motherhood. Today, the career represents the achievement of financial and emotional independence, it is the work that makes them strong and free. And with so much determination in the professional environment, what is not lacking is POWER OF DECISION to these moms – in addition to taking care of their children and the home, they account for most of the family’s choices of consumption and programs. WOW have a breath!
Read all research at http://gente.globosat.com.br/mamaes-millennials/