WARMRegards Oct 2018 -Reaching Millennials and Gen-Z
Welcome to WARMRegards! We’ve recently restarted our popular e-newsletter aimed at helping WIC agencies discover the latest developments in technology, applications, and tips-of-the-trade. It’s our goal to support you in reaching and retaining more WIC clients.
Pew Research Center defines Millennials as those born between 1981 and 1996. Those born from 1997 on are considered part of Generation Z. With the oldest Millennials being well into their 30s and the oldest members of Gen-Z beginning to have children of their own, it’s crucial for WIC agencies to find ways to reach out to and communicate with this next generation of moms.
What Do We Know About Millennial and Gen-Z Moms?
The California WIC Association states that an outstanding characteristic of the next generation of moms is that they are more digitally connected than ever. These moms have grown up in a world that is constantly changing – and also a world where knowledge and communication are right at their fingertips. Considered “digital natives,” these generations have been immersed in technology from a young age.
Millennials are the first generation to grow up with technology like smartphones and the Internet. Before them, people were introduced to these technologies well into adulthood. As digital natives, Millennials and Gen-Zers are extremely connected. They have multiple social media accounts, and they use these accounts to make important decisions, says Steadfast Creative. In fact, Gen-Zers have spent their entire lives in a world with cell phones. Many have had a smartphone since they were in elementary school. They know nothing other than a digitally connected world.
Another important thing to know about the new generation of moms is that they’re working more than moms ever have. Pew Research Center has found that 70% of moms with children under 18 are in the labor force, as of 2015. In 1975, that number was only 47%. Also distinguishing these moms is that, in 40% of these cases, the mom is the breadwinner of the family. In 25% of homes, moms are doing it on their own, functioning as single parents. In other words, moms today are busy. That, coupled with their comfort with modern technology, makes the digital space the best way to connect with Millennial and Gen-Z moms.
Connecting to Moms in an Overly-Connected World
In 2016, 82% of births were to Millennial mothers. California WIC suggests that this means WIC agencies need a new approach for reaching moms, describing this approach as “viral.” Millennial and Gen-Z moms want ownership and direct involvement in the services that they use, and they seek peer opinions when deciding on participation.
However, reaching moms can be a challenge. More than 90% of Millennials use the Internet on a daily basis, and they are bombarded with advertisements, information, and social interaction. You want to make sure any outreach doesn’t get lost in the clutter of information Millennials and Gen-Zers are sifting through every day.
Personalized virtual spaces are a great way to provide moms with WIC information and necessities, while also allowing them to avoid in-person visits when they can. These moms are busy, and they prefer to conduct their business virtually as opposed to face-to-face. Personalized WIC services can be catered to their interests and needs, utilizing the technology they’re already comfortable and familiar with.
The National WIC Association says that 87% of Millennials report that their phones never leave their sides throughout the day. Millennials and Gen-Zers spend hours of their day on social media sites, with 84% using Facebook regularly. As a WIC agency, you can use this to your advantage. Create a Facebook page for your clinic, if you don’t already have one, and use it to market yourself to young moms. You can tout the benefits of WIC participation, give parenting and nutrition tips, and start a dialogue with interested moms, all using the social media they’re comfortable with.
Online Support and How Millennial and Gen-Z Moms Benefit From It
Online support is crucial to the new generation of moms. They look to their social media accounts for guidance on momming decisions and support from others who have been there. In fact, this article by Elizabeth King shows that online support may be a contributing factor in the rising breastfeeding rates among Millennials. In her article, King shares statistics from the CDC stating that in 1971, breastfeeding rates were at a low 24%, while in 2010, they’d jumped to 77%. This can be attributed to the support of online communities making new mothers feel comfortable with breastfeeding and teaching them the benefits of breastfeeding.
Using an online platform to offer information about important topics like breastfeeding, nutrition, and the benefits of using WIC can help you reach moms who are unsure of where to start, but turn to their smartphones for information. When you create your virtual WIC space, be sure to include helpful videos on these topics, as well as links to support resources mothers can use.
You can also provide one-on-one support via a secure, encrypted app. While it can be tempting to provide texting services between clients and staff, we would caution you to choose a more secure form of interaction so you can protect your clients’ private health information. Encrypted apps are an easy way to provide one-on-one support and feedback without compromising private health data.
The key to reaching the next generation of moms is keeping information easily accessible. For these moms on-the-go, digital resources and virtual appointments are crucial to reaching and maintaining WIC clients.
By Shela Ward
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