Meet the Gen Z Parents

Published 16 September 2024

Author

8 min read

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.

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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.

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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.

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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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Topics

Parenting & Families

Children & Youth

Science & Technology

Advertising & Branding

Cities & Neighbourhoods

Cost of Living

Health & Wellness

Influencers

Work & Education

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