As Gen Z start to reach parenthood, Crowd DNA New York’s Eden Lauffer forecasts what brands should expect from the next wave of parents...
Pew Research Center recently defined Gen Z as those born between 1997 and 2012 (so, today’s seven to 22 year-olds). From what we know so far, they’re a diverse and open-minded generation who’ve grown up enjoying the benefits of social media at their fingertips. Yet, equally, they’re also a group associated with high levels of anxiety and an overwhelming pressure to project success, both online and off.
Now that older Gen Zers have started to enter the workforce and, generally speaking, more of them will begin having children a few milestones down the road, it’s interesting to think how this group will approach and redefine parenthood. Furthermore, with a personal shopping power of $143 billion (according to Forbes), brands should be prepared for this generation to soon take family household shopping by storm. They may still be young, but we thought we’d wish away their years with a few key ways to start thinking about this next generation of parents.
Breaking The Mold
According to NPR, 48 percent of Gen Zers in the US are non-white and, according to Ipsos Mori, only 66 percent identify as ‘exclusively heterosexual,’ making them the most diverse cohort in history. This has already built a generation of outspoken individuals, taking a stand on issues like LGBTQ rights, racial bias and inequality, and plenty of other issues. As parents, Gen Zers are likely to value empathy and teach their children tolerance and acceptance of others.
Naturally, brands that embrace diversity will continue to thrive. Many parents have already strayed from typical gender norms when it comes to baby toys and names – and this will no doubt extend further. In the realm of fashion, for example, brands that were born genderless, like Phluid Project, will continue to prosper, with genderless clothing something more children’s fashion brands should definitely consider (Gap are already paving the way with their neutral baby clothes).
The Power Of Social
Gen Zers are also stereotyped for spending hours curating their lives on social media. While this may have negative associations with mental health, it could also have positive use cases for parenting.
In a study done by Collage Group, over 70 percent of Gen Z females without children felt FOMO regularly, but only 36 percent with children felt the same. It seems the presence of kids may actually reduce some of the negative impacts of social media. For example, Gen Zer Kylie Jenner has spoken about her desire to keep her role as a mom private from her (very) public life. This change has bled into her overall social media use: cutting back on what she posts and the amount that she does so.
Furthermore, being a generation known to trust recommendations from social media feeds when it comes to brands and products, this may also bleed into their shopping choices for children. They currently respond well to the recommendations of peer influencers, which may later translate into parenting purchase decisions and kid-friendly brand advice.
Everyday Coping Mechanisms
In recent years, the teen suicide rate has increased drastically – over 70 percent among 10-17 year-olds from 2006-2016, according to USA Today. However, 37 percent of Gen Zers also reported seeking help from mental health professionals (CNN), which is significantly higher than millennials, Gen Xers and baby boomers.
As parents, Gen Zers are likely to emphasize the importance of mental health. They’re expected to help their children deal with life stressors in a different way than their parents did for them. Digital-native brands that help promote good mental health, such as Headspace and Talkspace, will likely thrive and give way to like-minded services designed for kids. Mindfulness apps aren’t just to benefit adults – Gen Z parents will likely get their children in the practice of using tools of their own. Apps like Calm, which tells stories to soothe users to sleep, have been recommended for kids, as have other apps that help kids with anxiety through journaling, body awareness and meditation.
Gen Zers are already firmly taking the reins on social issues, such as mental health, as well as paving the way for new types of family units, via genderless purchases. Brands will need to pay close attention to Gen Z’s values in order to keep up with this high spending, change-igniting generation on the brink of parenthood.