It's a typical Tuesday evening at Jackie's house in Madison, Wisc. Jackie, 36, is watching her daughter, Lucy, 6 ,and son, James, 5, push their dinner around their plates. "Why aren't you eating? Jackie asks. "Because you make the same thing all the time. Can't we have something different for dinner?" Lucy asks.

I recently had the opportunity to speak at MediaPost's Engage Millennials Conference in New York City. I moderated the panel, "Scaling The Niches: Finding Efficiency Among The Moments," which you can now watch online on UStream. Our panel addressed the challenge brands have in scale and efficiency in outreach to Millennials.

Ask any mother what her child's favorite foods are and she'll probably rattle them off without blinking. Ask her to visit the grocery aisle and choose the medication she would buy if her child is coughing and she'll hesitate. Not because she doesn't know, but because she wants to think about it. A lot.

'Tis the season for fall holidays, and it seems like they keep arriving earlier every year! For Millennials, holidays and special occasions are not just about Halloween, Thanksgiving, Christmas and Hanukkah anymore. Even "Hallmark holidays" like Boss's Day (today, coincidentally) have nothing on the trends that Millennials have created to celebrate milestones, particularly once these women become moms.

With more information available to us than ever before, it's not surprising that moms are turning to their computers and smartphones for health information for themselves and their families. We recently updated our "Dr. Mom" study from 2013, and found that 74% of moms say they gather as much information as they can before contacting their healthcare provider, a 14% increase from two years ago.

Working with the influential social media mom? Their compelling stories begin and end with authentic content. A recent "Forbes" article showed 43% of millennials rank authenticity over content. These stories bring relevancy to brands through content that showcases real life usage. Authenticity is key to creating stories that get read and shared.