While most of what you hear about millennials concerns the things we’ve killed, there’s no arguing that millennial women and families are bringing lots of beautiful life into the world. More than a million millennials are becoming moms each year. That’s over 18 million millennial moms with a spending power of more than $2.4 trillion in the U.S. alone. Now, that little voice in your head is probably screaming, “but how should we be adapting our marketing for millennial moms?!” In the spirit of mother’s day, I’d like to explore just that.

Who are millennial moms?

As we know, millennials are unique in that they are digital natives, while also experiencing an upbringing before that of smartphones and the internet as we now know it. They are older than previous generations of first-time-moms. They are more socially conscious, better educated, and more likely to do their research than rely on an advertisement. They also have $2.4 trillion in spending power.  Capturing this demographic is equal parts challenging and advantageous. Instead of telling these moms what they need, it’s up to brands to deliver on promises and create impactful experiences around their products or services.

What to consider when marketing for millennial moms

The key word here is marketing for, not marketing to. These millennial moms are above the bulls*%t. They’ve pushed back on gender stereotyping in advertisements so much that it’s recognized as potentially damaging to your brand. They want facts, read the fine print, and care about factors like social responsibility. Research shows 80% of millennials expect companies to commit to good citizenship. EIGHTY PERCENT. Millennials as a whole are shifting the way the world does business and these millennial mothers are no different.

You need to be accessible

How we’re marketing for millennial moms must take into consideration their vast social networks, and the ways they’re using technology (their smartphone, specifically) to inform their purchases. 8 out of 10 of these moms use their phones to shop. 35% say social media is a key purchase influencer. Millennial moms spend over 17 hours a week on social media platforms. Your organization can’t just stop at responsive web design, app development, publishing on social media, or even web accessibility. You also have to consider ways to continuously engage. Great SEO, accurate product and service listings, well-managed consumer reviews, influencer relationships, and great content are all ways you can connect with this powerful audience.

You must do what you promised

It seems simple, but you know the expression “even the best laid plans.” More than just being accessible, organizations need to prove themselves and showcase the ways they’re living their brand promises. This can be challenging for marketing teams who don’t always have control of the operations mishaps that can damage a brand in this information-fueled marketplace. The Honest Co., for example, hit a wall when consumers discovered one of their “forbidden” ingredients was very much present in its products (among some other product-related scandals). So what happened to them? A 2016 IPO plan evaporated and reported acquisition talks with Unilever, Clorox, and other consumer giants fell apart. To date, the company has never made a profit.

You need to keep up with technology, and how millennial moms are using it

We learned how to toe the line the hard way with the brands-saying-bae mishap of 2014. Organizations struggling to be “down” with younger generations have always been a challenge. With the continued emergence of new technology that seems just a bit out of reach for advertisers, we need to be thoughtful in how we utilize it. Focusing on the utility of these platforms and outlets, rather than just their popularity, will be key to engage this audience authentically (there, I said it!). Keeping tools in mind like popular motherhood apps, wearable tech, and how we will eventually add value through voice assistant technology can help you stay relevant.

What it all comes down to is being able to “do it all.” When marketing for millennial moms, brands need to mean something, deliver on that promise, and communicate their experience through various channels in unique ways. Sound exhausting? It is. But it’s also worth it. And if you’re a millennial mom, I’m pretty sure you know the feeling.