Why Adding Cloth Diapers to the Diaper Aisle Is the Right Decision in Walmart’s Quest for the Young Millennial and Gen Z Mothers
Last week Walmart made a move to connect with younger Millennial moms and the growing segment of Gen Z mothers by adding cloth diapers to the diaper aisle. For the first time in memorable history, moms can find a cloth diaper alternative sold on shelves next to disposable diapers in select Walmart stores. Elemental Joy Cloth Diaper Kits by Cotton Babies are designed to get families started with cloth diapers. It is a bold move by Walmart to solidify their position as a trendsetting retailer who offers products relevant to their super shoppers- moms. It’s a decision that makes sense as a more environmentally and financially aware population of mothers seek choices that align with their values. In fact, there’s 5 good reasons why Walmart made a wise decision adding cloth diapers to their baby diaper planogram.
- Young millennial and Gen Z moms have a love for “repurposing” products. They shop thrift stores and update vintage furniture. Growing up with HGTV and YouTube while watching their parents deal with the 2005 recession instilled a desire to do more with their dollars. Now they can find a reusable diaper while shopping for their weekly groceries.
- Moms today are environmentally aware. Having grown up doing “just one thing” to save their planet, they know their actions and purchases can make an impact on their world. According to the Environmental Protection Agency disposable diapers make up 3.4 million tons of waste, or 2.1 percent of U.S. garbage in landfills and solution driven moms want to be a part of the solution.
- Gen Z moms want to be a part of a social movement. The cloth diaper community is strong and digitally vocal. Purchasing cloth diapers at Walmart allows them to bridge their online interests with their offline retail purchases. The cloth diaper movement is likely to grow with the emergence of the Gen Z moms.
- Moms reward brands who are aligned with their values. Tom’s, Warby Parker, and Pure Vida Bracelets are a few brands who have enjoyed the loyalty of consumers who share their commitment to social causes. Walmart is likely to see incremental sales from cloth diaper moms who show their appreciation by adding other products to their basket while in their stores.
- Cotton Babies is a woman-owned business. There’s only one thing better than a business that shares a mom’s values and that’s a company owned by another mom. Eighty-seven percent of mothers will select a female owned business when all other factors are similar according to research by BSM Media.
- The race to capture the loyalty of the youngest Millennial moms and Gen Z moms is one and Walmart has demonstrated they intend to win this one.
If you want to prepare your brand for the emerging Gen Z mom segment but aren’t sure where to start, BSM Media offers in-house one day training and strategy sessions. For more information, visit www.bsmmedia.com.
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in influencer engagement and outreach programs. Their MommyParties, and Social Spotters, services are proven activation tactics used by Fortune 100 to Start Up companies. BSM Media also owns and operates MillennialInfluencers.com and GenZInfluencers.com which connects brands to Millennial Influencers and Gen Z Influencers.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.