RELEVANT CHILDREN'S MINISTRY

There are over 77 million Millennials (ages 18 to 36) in the United States.  They comprise 24% of the population.  Millennials are less likely to marry than previous generations, only 21% have tied the knot compared to 42% of Boomers at the same age.

But not being married is not slowing them down from having children.  While just 21% are married by the age of 36, 56% of Millennials have children and by the age of 34 the percentage rises to 83%, whether they are married or not.

Millennial parents have their own unique generational values that you need to know and understand if you're going to reach them and their children.  Let's look at some of these to better understand the Millennial mindset.

Millennial parents are diverse.  They are more ethically and racially diverse than any previous generation.  44% of them are non-white - including 19% Hispanic, 14% African American and 5% Asian.  By 2050, it is expected that the Hispanic and Asian populations will grow by 167% and 142%.  This means that the children of Millennials are already 50/50 white and non-white.  71% of Millennials say they appreciate the influence of other cultures compared to only 62% of Baby Boomers.

Churches and ministries that want to reach Millennials and their children must reflect their diversity in their advertising and content.  

Millennial parents invest in their children.  Millennials have grown up in an age of difficult financial times.  This has made them price-conscious and savvy when it comes to spending their money.  They look for shopping deals and ways to save money.  The top 20 apps used by Millennials are either retail or discount-focused.

While they are careful about how they spend their money, there is one thing they will open their wallets wide for...their children.  Millennial parents outspend Gen X parents on child-friendly products.  And when it comes to spending money on their children, quality trumps quantity.  Millennials are 14% more likely than Boomers to pay a premium for an innovative new product and 22% more likely to pay extra for sustainable brands.  They want to know how things are made, where they come from and who made them.  

Churches that want to reach Millennial parents and their children must offer focused, high-quality programs and events that are done with excellence.  More than ever, if you provide a great environment for children, you will grab the attention of their parents.  Millennial parents are willing to drive across town for a great children's ministry even if it mean by-passing nearby churches that don't offer great children's ministry.

Millennial parents live and breathe technology.  It is a big part of their identity.  They have grown up with cable, internet and cell phones.  And they are very good at adopting new forms of media.  Here's an example.  They are strong magazine readers - even stronger than Boomers.  But much of the reading is done digitally.  40% of Millennials use a TV but with a connected device.  They are still consuming content, but in ways they can customize.  Customization is a big part of the technological future of Millennial parents.

Churches that want to effectively connect with Millennial parents will keep up-to-date with technology and use it to communicate with them. 

Do you want to reach Millennial parents?  The key is going to be continually seeking to understand their unique characteristics and approaches to parenting and adapting our ministries to meet their needs.

The term "Millennials" refers to people born between 1982 and 2004.

Right now, 25% of Millennials are parents.  In the next 10 to 15 years...80% will be parents...that translates to 60 million people.  They are the young and upcoming parents we are called to reach.

If you want to reach them, it's vital to know what makes them tick.  Here's the latest findings that can help you connect with them.

Where they turn for parenting advice - Though they have unprecedented access to information via the internet, Millennial parents say they go first to their own parents for advice.  This means grandparents have a great opportunity to make a difference in the lives of not only their adult children, but their grandchildren as well.  Equipping grandparents may be the next big breakthrough in family ministry.  My friend, Larry Fowler, has started a great ministry to equip grandparents to make an impact on future generations.  Check out the Legacy Grandparent Conference. 

What they want to instill in their children - When asked to choose the single most important value they want to teach their children, respect was the majority answer.  Responsibility was the second most cited.

Millennials want to be good parents.  They will resonate with ministries that partner with them in this endeavor.  Keep this in mind when planning and promoting your curriculum and programming.  

How Millennial dads and moms differ - Surprisingly, Millennial moms are more likely to emphasize "technology" and social media than Millennial dads are.  If you want to influence them, remember they have a baby in one hand and a cell phone in the other hand.  Meet them where they live.  Use social media and technology to connect with them.  

Millennial dads are more likely to talk about "being there" for their children.  This doesn't mean moms aren't there for their children, it simply means more dads are recognizing the important role they play in their child's life.  If you want to influence Millennial dads, give them opportunities to make memories with their children through events and programs like daddy/daughter banquets, father/son camp outs, family Bible studies, etc.

How Millennial parents feel about the role of technology in their children's lives - Though they know technology is a big part of their children's lives, 40% say they worry that it will limit their children's ability to appreciate the outdoors.  Millennial parents, who for the most part spent their early childhood without smartphones or social media, are trying to balance the reality of an increasingly tech-focused world as it relates to their children.

What causes Millennials to purchase things for their kids - Millennials are known for being more self-serving and independent than previous generations.  But there is something that changes that.  Kids.  When they have kids, they shift this focus to their children.  They begin spending less on themselves and when they do, they are frugal.  When purchasing for their kids though, the main factors are quality and whether or not it will make their children happy.  They will stop at nothing to ensure their children enjoy quality products that make them happy.  

This echoes once again that the key to reaching parents is by reaching their children.  When you take a child by the hand you take a parent by the heart.  If you want to reach Millennial families, create quality environments that kids love coming to.  Churches that make children's ministry a top priority will reach Millennial parents.