Meet the Gen Z Parents
Across 53 countries, 16% of Gen Z (born 1996-2009, currently aged 15-28) are parents (GWI, 2023), a share that will increase. These next-gen parents are rethinking childrearing, informed by their own experiences growing up with tech, experimenting with their identities and prioritising mental health. We profile three emerging mindsets – Tech Realists, Multifaceted Parents and Wellbeing Seekers – and detail how brands can support them.
Gen Z’s Parenthood Pathways
Tech Realists
Multi-Faceted Parents
Wellbeing Seekers
Headlines may suggest that Gen Z isn’t interested in having kids, an assertion supported by the fact that many young people believe that children aren’t essential for life satisfaction. Despite deprioritising parenthood, many Gen Zers do want to start families (in the short- or long-term), even if they face financial pressures and a lack of institutional support.
Headlines may suggest that Gen Z isn’t interested in having kids, an assertion supported by the fact that many young people believe that children aren’t essential for life satisfaction. Despite deprioritising parenthood, many Gen Zers do want to start families (in the short- or long-term), even if they face financial pressures and a lack of institutional support.
Summary
Gen Z’s Parenthood Pathways | Headlines may suggest that Gen Z isn’t interested in having kids, an assertion supported by the fact that many young people believe that children aren’t essential for life satisfaction. Despite deprioritising parenthood, many Gen Zers do want to start families (in the short- or long-term), even if they face financial pressures and a lack of institutional support. |
Tech Realists | As parents, “Gen Z is likely to harness technology extensively, yet maintain a balanced approach,” writes American venture capitalist group General Catalyst. While this cohort avoids over-relying on tech to entertain kids, they’re ardent users themselves – whether combing social media for advice, or sharing parenting updates with a limited group of family and friends. |
Multi-Faceted Parents | Gen Z “is finding joy in parenthood and not seeing it as a massive trade-off with the rest of their lives,” notes Kasi Bruno, partner and co-founder of LA/Toronto-based consultancy The Culture Bureau. Instead, they believe having kids enhances their identity, and will follow brands and influencers who capture the complexities of parenthood. |
Wellbeing Seekers | In the US, 41% of parents aged 18-34 (older Gen Zers and younger millennials) believe mental health is the most worrying childrearing challenge (Ipsos, 2024). While this group wants to support their kids through tough times, they’re also prioritising their own mental health as they learn to balance family with personal and professional responsibilities. |
Meet the Gen Z Parents
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
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