NEW YORK—There's lots of discussion about how today's first-time moms are older than ever before. And while that's true, it's shifted the focus to the "older" end of millennial moms—women in their 30s. The result is that 20-something moms are less-commonly seen and spoken to in "mom communications."
The challenges for today's 20-something moms to find common ground with "older" moms are not solely due to a difference in age, but values. When asked to rank what's important in life, 20-something moms ranked values such as enjoyment, wisdom, creativity and romance higher, according to CEB Iconoculture research.
Of the nearly 4 million babies born in the U.S. last year, more than 2 million were born to moms ages 20 to 29. Yet this group is rarely mirrored in the media.
Click through for five ways brands can better connect with 20-something moms from AdAge.