NEW YORK--(BUSINESS WIRE)--The Mom Complex, a marketing consulting company based in Richmond, Virginia, has interviewed more than 2,000 women about their plans for Thanksgiving meals. Millennial moms are putting their own stamp on the holiday with big differences from generations that came before them.
Much has been written about how Millennials, the children of the final wave of baby boomers and many now with families themselves, are changing the rules to suit their own unique ways of doing things. Ranging in age from 18-33 and giving birth to seven out of 10 children last year, Millennials have decidedly different attitudes towards work, family, religion, food, motherhood, marriage and politics according to a 2014 Pew Research Social and Demographic Study.
“Millennial moms are choosing pragmatism over perfection when it comes to preparing and pulling off Thanksgiving,” said Katherine Wintsch, CEO of The Mom Complex. “As the American family becomes less traditional and more diverse, millennial families are developing their own Thanksgiving traditions.”
Some of the ways Millennials are different in their approach to Thanksgiving include:
- Thanksgiving trumps Christmas as their favorite time to celebrate. Most moms feel both cash-and time-poor for most of December. Thanksgiving represents the calm before the storm — and a less commercialized chance to celebrate with those they love most.
- Several days of cooking are not an option. Millennial families are time-pressed and big consumers of eating out, meals in the car, and multiple dinners between kids’ activities. As a result, Mom and Dad’s culinary skills can be a bit rusty. They are more likely to purchase pre-made food items to serve alongside the Thanksgiving meal.
- Their moms’ signature Thanksgiving dishes are not on the menu. Millennials are known for their passionate food preferences — specialty, local, organic, fresh, natural and, of course ethnic food. The most culturally diverse generation in history, they are skipping traditional mashed potatoes and mac 'n' cheese in favor of creative options, from Cajun-style turkey to pumpkin rice pudding.
- They celebrate with families of choice, not just families of origin. With family structures becoming less traditional, so is the guest list at Thanksgiving. To Millennials, it’s love that makes a family, not lineage. So this year many young families will be choosing a modern “Friendsgiving” celebration with friends, neighbors and colleagues before or after Thanksgiving dinner, which may be a combination event as well.
The Mom Complex is a marketing consulting company that turns the challenges of motherhood into new products, services and communication platforms for the biggest mom-focused brands in the world. The company’s innovative approach to getting moms to open up about their most pressing passion and pain points has helped companies such as Unilever, Johnson & Johnson, Playskool and The Discovery Channel drive innovation for the 44 million mothers in the U.S. The moms behind The Mom Complex come to work every day to make the lives of moms easier while driving bottom-line growth for their clients.