{"id":4458,"date":"2018-03-20T20:47:32","date_gmt":"2018-03-20T20:47:32","guid":{"rendered":"https:\/\/genhq.com\/?p=4458"},"modified":"2022-07-25T12:41:53","modified_gmt":"2022-07-25T12:41:53","slug":"4458-2","status":"publish","type":"post","link":"https:\/\/genhq.com\/4458-2\/","title":{"rendered":"Diaper Companies Suffer as Millennials Wait to Have Kids"},"content":{"rendered":"<p>Millennials\u2019 decision to have kids later in life is sending shockwaves through the diaper industry.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4459\" src=\"https:\/\/genhq.com\/wp-content\/uploads\/2018\/03\/DiaperStork.gif\" alt=\"\" width=\"870\" height=\"500\" \/><\/p>\n<p>According to a <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.cnbc.com\/2018\/01\/23\/the-us-is-in-a-baby-bust-so-diaper-makers-need-a-new-plan.html\" target=\"_blank\" rel=\"noopener\">recent CNBC article<\/a><\/span>, the U.S. birth rate dropped to a historic low in the summer of 2017 as would-be parents pushed back parenthood. Additionally, the $12.6 billion diaper business dropped 0.3% from 2012 to 2017.<\/p>\n<h4>Why Aren\u2019t Millennials Buying Diapers?<\/h4>\n<p>This correlation is not a coincidence. Though Millennials are now in traditional child-rearing years, many of them are not ready to have children because they are still <span style=\"text-decoration: underline;\"><a href=\"\/4225-2\/\" rel=\"noopener\">reeling from the great recession<\/a><\/span>, finally at a stable point in their careers, or drowning in <span style=\"text-decoration: underline;\"><a href=\"\/rising-student-debt-weighs-heavily-millennials\/\" rel=\"noopener\">student debt<\/a><\/span>. Whatever the reason, it\u2019s clear that <a href=\"\/importance-word-millennial\/\" rel=\"noopener\"><span style=\"text-decoration: underline;\">Millennials<\/span><\/a> have a lot of other things demanding their attention.<\/p>\n<p>\u201cThis could be parents delaying or that drop could be here to stay,\u201d said Jason Dorsey, president of the <a href=\"\/\">Center for Generational Kinetics<\/a>. \u201cWe won\u2019t know for another five years, but companies can\u2019t wait that long to find out.\u201d<\/p>\n<p>Across the board, diaper companies are feeling the hit. Kimberly-Clark, the maker of Huggies diapers, recently announced a global cut of about 13% of its workforce. Pampers-maker Procter &amp; Gamble also reported a 1% drop in its baby, feminine, and family care business.<\/p>\n<p>And it\u2019s not just diaper companies: Edgewell Personal Care, the maker of Playtex baby bottles, has seen sales of its infant feeding products decline. Johnson &amp; Johnson has seen a drop in the sales of their baby oil, bubble bath, and nursing pads as well.<\/p>\n<h4>How Can Diaper Companies Thrive in a Millennial Market?<\/h4>\n<p>So what can these big companies do to not only stay afloat but to <span style=\"text-decoration: underline;\"><a href=\"\/generations-gen-y-millennials-research\/\">thrive in a Millennial market<\/a><\/span>?<\/p>\n<p>\u201cBig brands right now need to adapt, because a delay in having children or a decline poses a significant material threat to their core business,\u201d <span style=\"text-decoration: underline;\"><a href=\"https:\/\/jasondorsey.com\/\" target=\"_blank\" rel=\"noopener\">Dorsey<\/a><\/span> said. Specialized companies are going to have to extend their product lines, making different products for babies or focusing on toddlers rather than newborns.<\/p>\n<p>Diaper companies might also want to think older. According to IBISWorld, as the number of adults older than 65 grow, roughly 31% of all diapers sold in the U.S. were adult diapers.<\/p>\n<p><em>Do have a generational challenge with sales, marketing, strategy, or employment that you want solved? Contact us. Our talent is driving measurable results across generations.\u00a0<\/em><span style=\"text-decoration: underline;\"><a href=\"mailto:Info@GenHQ.com?subject=I%27d%20like%20a%20little%20info%20on%20generational%20speaking%20and%20research\" target=\"_blank\" rel=\"noopener\"><em>Email us here<\/em><\/a><\/span><em><u>\u00a0<\/u><\/em><em>if you\u2019d like a little info on our customized generational speaking, research, and consulting.<\/em><\/p>\n<p><strong><em>Interested in more cool stats, facts, and insights for bridging generations? Follow us on @GenHQ and @JasonDorsey. We are passionate about sharing our latest generational discoveries.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Millennials\u2019 decision to have kids later in life is sending shockwaves through the diaper industry. According to a recent CNBC article, the U.S. birth rate dropped to a historic low in the summer of 2017 as would-be parents pushed back parenthood. Additionally, the $12.6 billion diaper business dropped 0.3% from 2012 to 2017. Why Aren\u2019t [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":4459,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,21],"tags":[],"class_list":["post-4458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-millennials-aka-gen-y","category-selling-and-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Diaper Companies Suffer as Millennials Wait to Have Kids - The Center For Generational Kinetics<\/title>\n<meta name=\"description\" content=\"Millennials\u2019 decision to have kids later in life is sending shockwaves through the diaper industry. 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