Millennial moms bring Instagram-savvy to baby products shopping

Katrina Domingo, ABS-CBN News

Posted at Dec 04 2017 09:04 AM

MANILA - Businesswoman and "It Girl" Georgina Wilson struts down the street with an accessory that is as functional and stylish as her aviator shades: a stroller that carries her 11-month old son, Archie.

Wilson, who has 2.6 million followers on Instagram, represents "millennial moms" who want sturdy and portable baby products in neutral hues that will blend easily into their travel photos.

"When you're traveling with a kid, you have to be really efficient. It has to be simple and it has to be straightforward," 31-year-old Wilson told reporters.

Wilson, a model and reality television star who co-owns a restaurant and sunglasses chain, travels regularly with blue-eyed Archie to Shanghai to meet her British husband, Arthur Burnand, and to Europe to see her in-laws.

Young mothers are more conscious of how baby products look in photos that they share on social media, favoring solid colors like grays and blacks over the baby pinks and blues that their parents used to carry them in, said Liza Yao-Bate, managing director of EuroPlay Distributor Co.

"I think these moms want to have a good balance. They want to have a baby but still be their own person and be able to enjoy the things they used to enjoy when they were still single," Yao-Bate told ABS-CBN News.

EuroPlay recently tapped Wilson to endorse a stroller brand. Yao-Bate said young mothers help drive annual growth of as much as 16 percent in the last 7 years.

Lightweight strollers that can be brought into airplanes and car seats are very popular with customers, she said.

"They are very mobile and everything is fast-paced so the products (need) to keep up with them," Yao-Bate said.

The need to be "Instagramable," even when it comes to baby products, underscores how millennials in general are shifting consumer spending to experiences.

Wilson's own Sunnies Cafe has become a popular destination for food posts with its pastel blue and pink hues, pale wood fixtures, marble tables.

Regardless of income class, millennials spend the most on travel and prefer the sharing economy over buying their own houses and cars, WGSN Insight Asia Pacific senior editor Erica Ng said earlier.

Filipino millennials, in particular, go online to search for experiences such as travel, creative pursuits and how to better handle their finances, according to Google data.

The same disdain to collect material things is being felt in the pawnshop industry, as millennials don't have much gold jewelry, according to Cebuana Lhuillier.