Meet the Gen Y parents

Katie Ryan
Landor Perspectives 2010

If you've been thinking of Gen Y—those born between 1977 and 1995—solely as multitasking, techno-sawy kids and teens, it's time to reload that image.

Hard to believe but true—Gen Yers are growing up and having families. While they're not yet the primary demographic in the parenting cohort, 27 percent of today's 18- to 25-year-olds already have children.1 And the majority of those who haven't yet had kids plan to do so in the future.

EVIDENCE OF A CHANGING MARKET

Over the last year, we've noted the emergence of brands, media, and experiences designed to connect with the particular mindset of Gen Y parents. The rate at which these changes are surfacing suggests that a marketplace shift is not only under way but also gaining momentum. This makes it critical that brands pay close attention to how the new moms and dads tackle this life stage, if they want to capture Gen Y as potential customers.