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The future of motherhood is Gen Z.

The future of motherhood is Gen Z.

As with every generation before them, there are many factors that have shaped and helped define the cohort we’ve come to know as Gen Z. This group, often defined as those born between 1995 -2010 are quickly entering adulthood and along with that, parenthood. How will this new generation of mothers, shaped and defined by a combination of social, economic, political and technological disruptions, be different than their precursors when it comes to raising a family?

Let’s look at a few ways Gen Z moms will differ from Millennial moms.

1. True digital natives

Gen Z was the first generation born into the digital connected world.  They’ve never known a world where answers weren’t at their fingertips and relationships weren’t built IRL.  They’re comfortable navigating multiple screens and technologies and have an expectation for brands to use these technologies to their benefit.

Takeaway for brands:  Start looking at how teens and young adults are using technology now so you understand their expectations and how you can start to adapt your product or marketing to fit these habits.

2. “Undefined ID”

In McKinsey’s 2018 study on Gen Z, they identified the idea of “Undefined ID” as a main pillar for this generation.  This generation values individual expression and doesn’t look to define themselves in one way.  Most of this demographic prefer non-gender-specific products and shopping in unisex clothes.

Takeaway for brands: Gender neutrality is a given. But also consider a deeper understanding of how your audience(s) identify themselves beyond the label of “mom”.

3. Truth Seekers

This is a generation raised in a time where “fake news” is a reality.  They’re accustomed to having easy access to information and like to dig deeper.  They’re aware of what bias in the media may look like and seek reliable sources.

Takeaway for brands:  Ensure mom can find reliable information about your brand when she goes to look for it (and she will).  Be extra diligent in partnerships you form with other brands, media or influencers as this information will matter to mom.

4. Financially Focused

Gen Z values stable employment and has a higher fear of debt compared to Millennials.  They’re thinking ahead to the future vs. living in the moment which means a focus on investing, getting an education and being innovative in how they make a living.

Takeaway for brands: Value for her money will be a key driver.  She’ll be sensible and innovative when it comes to what she needs for her family and this will impact products you develop and how you communicate your brand’s value.

5. Stand for Something

There’s a lot of research that supports the fact that Gen Z are more self-aware than their millennial counterparts – they place a great emphasis on their role in the world and how they can make a difference.  This also extends to the brands they buy.  There’s an expectation that brands will take a stand for something and do so in a meaningful way. 

There’s no faking it here – Gen Z will do their homework to ensure you’re walking the talk.

Takeaway for brands:  Take a stand. You don’t need to align your brand with a view on everything – decide what’s important to you and ensure your brand authentically lives up to this promise.

Here in 2020, we’re just starting to watch as Gen Z’s enter parenthood.  We’re still in a stage of predicting how their core characteristics will impact how they adapt to this new phase of life.  Like generations before them, their size and spending power will make them a desired target for brands. 

Our upcoming research “Defining Modern Motherhood” will have a heavy focus on understanding how this generation is responding to parenthood and how brands can adapt.  Keep an eye out for full results in May!