5 Ways to Market Effectively to Millennial Parents
Millennials – born between 1981 and 1996, but often labeled as “young adults” – are stepping into a new phase of life. Now in their thirties and forties, this generation is now navigating the challenges of parenthood, including making important decisions about where their children will go to school.
Millennials are quickly becoming the dominant demographic driving decisions in education. By 2035, they are expected to be parents to 80% of children, a significant increase from the 25% they currently parent today. Their values – including mental health sustainability and individuality – have shifted how schools communicate and operate. This generation of digital natives also consumes content differently, relying heavily on social media, Google, and blogs to make informed decisions.
As a private or independent school marketer, you need to understand their priorities, where they spend their time, and how they make decisions. Here are five strategies to connect with Millennial parents in a way that will resonate with them.
1. Speak Their Language
Millennials are rewriting the parenting playbook – and 73% believe they’re raising kids better than their parents did. Gentle parenting is what they’re all about. Think emotional intelligence, validation, and age-appropriate understanding. They’re swapping “because I said so” for open communication and empathy with their kids, and they’re looking for a school that feels like an extension of their parenting philosophy.
- Mental Health is Non-Negotiable: 80% of Millennial parents prioritize mental health discussions with their children. Highlight your school’s social-emotional learning (SEL) initiatives, mindfulness programs, and mental health counselling.
- Personalized Attention Matters: They want their children to feel seen and heard. Showcase small class sizes, individualized learning plans, and student-teacher connections.
- Sustainability and Inclusivity are Top of Mind: Emphasize your school’s eco-friendly practices, diverse communities, and programs that let students express their individuality.
Learn more: How to Uncover & Leverage Your School’s True Differentiators
2. Be Where They Are (Hint: Online)
Millennials are chronically online, juggling parenting apps, work emails, and Instagram scrolling. The majority (93%) of Millennials are social-media users, surpassing even Gen Z-ers (87.9%). They aren’t just on Facebook and TikTok – they are using Pinterest for inspiration, LinkedIn for professional updates, and Reddit for advice.
- Create Video Content: Millennials love video content. Include Instagram Reels, TikTok, and YouTube in your content mix to share virtual tours or testimonials.
- Leverage SEO: Keyword-rich blogs will help your school appear on Google searches – think about what parents are looking for when writing (like “best schools near me”).
- Optimize for Mobile: Millennials strongly prefer mobile devices and have low tolerance for poor user experience. Your school’s content needs to be mobile-friendly AND user-friendly.
Learn More: Level Up Your School’s Search Marketing
3. Make Their Lives Easier
These parents have enough to keep up with between work deadlines, extracurriculars, and managing their family schedules. In fact, 46% of Millennial parents report feeling burnt out. Convenience and flexibility aren’t just perks – they’re necessities.
- Go Digital: Make your processes like applications, event sign-ups, and payments seamless and mobile-friendly. Bonus points for automating reminder emails and texts for important updates or events.
- Flexible Scheduling: They’re looking for after-school programs, extended hours, and parent-teacher meeting slots that work with their busy schedule.
- Be Transparent: Be upfront about costs and clearly communicate essential information like financial aid and deadlines to save them time and stress.
Learn More: Can SMS be the Game-Changer your Admissions Funnel Needs?
4. Hype Up Your Community
Millennial parents aren’t just looking for a school – they’re looking for a community. They value togetherness and want to be involved in their child’s educational journey.
- Host Engaging Events: Offer workshops on topics they care about – like mental health, sustainability, or parenting strategies.
- Celebrate Inclusivity: Highlight the ways your school creates a welcoming environment for families of diverse backgrounds.
- Collaborate: Share how your school involves parents in community initiatives, event planning, and volunteer opportunities.
Learn More: How to Effectively Market Your School’s Community
5. Let Their Peers Do the Talking
Social media has changed how word-of-mouth works. New moms and dads are no longer seeking advice from their parents, they are turning to their widest network – the internet. Millennials trust peer reviews and recommendations far more than traditional advertising, making authentic feedback from other parents very influential.
- Encourage Reviews: Ask alumni and parents to leave feedback on Google, Facebook, or school-specific platforms like Niche.
- Share Success Stories: Highlight testimonials from parents and students (former and current) about how your school has made a difference in their lives.
- Give Kids a Voice: Millennials often involve their children in decision-making. Create content that appeals to their kids – like day-in-the-life videos or clips of exciting extracurricular activities.
Learn More: A Family Decision: Why Marketing to Students Matters
Millennial parents are looking for more than just a school – they’re looking for a partner in raising their child emotionally, socially, and academically. They want to find a school that reflects their values, prioritizes mental health, and embraces sustainability and inclusivity (alongside table stakes like academics and safety).
By understanding what this generation cares about and how they consume content, you can build trust, encourage engagement, and create lasting connections with families who will share their great experiences with their friends and followers. If you need help reaching a specific audience, we’re here for you.
At Metric Marketing, we develop measurable and practical strategies to help private and independent schools like yours to make the most of your marketing efforts. We’d love to discuss your private school’s marketing requirements with you. Contact us today to speak with our marketing professionals or use the form below to sign up and receive more marketing tips in your inbox.
