The millennial wave (of parents) is impacting the baby diaper market in the U.S., and it is unlike any previous wave.  Millennials approach parenting, and the shopping that comes with it, with a different set of priorities and way of evaluating products. A new crop of startup companies founded by millennials has emerged to lead the way in showing how to position baby diapers in ways that appeal most to millennial parents.  More recently, there are plenty of examples of the leading brands employing these same strategies.

Since 2016, more than one million millennials in the U.S. are becoming first-time moms each year. Nearly 90% of births in 2017 were to millennial moms so, to baby diaper brands, millennial parents are a critical consumer segment focal point.

Millennials are generally understood to be Americans between the ages of 25 and 37. As parents, they are older and more educated than their predecessors. According to data tracked by the CDC, the average age of first-time mothers in the U.S. was 28 in 2018, compared to 25 in 1970.  Millennials are more educated than previous generations, and the most educated women have seen the most