More and more new Greenwise clients are first-time moms in their 20s and early 30s. These so-called “Millennial Moms” come to us having already done their homework. They know about the importance of choosing organics. They’ve read all our online reviews. And they mention our “triple bottom line” — our commitment to giving back to our community. All of this piqued our interest as to just who this new generation of parents is. Here is some of what we found out. Millennial moms are the new consumer generation. They have a population of 75 million and billions of dollars to spend. They are also a group that knows exactly what they want and won’t settle for less. Millennial parents are committed to buying healthy foods and products for themselves and especially for their kids. They’re fully informed on health and wellness. With this information, many families have adopted healthier lifestyles. Millennials, widely defined as people born between 1980-1995, are starting families earlier than the generation who came before them. According to a recent survey, parenthood is an important, if not the most important, aspiration for the majority of Millennials. In fact, 90% of all new American mothers are millennials. Millennial Parent Trends Millennials share much in common with their parent’s generation. However, there are some striking differences. Below are five key characteristics that define Millennial Moms.