The new generation of parents - How Gen Z is redefining parenthood

Gone are the days of helicopter parenting and rigid family structures. A new wave of parents is emerging—young, tech-savvy, and socially conscious. Gen Z, the first digitally native generation, is stepping into parenthood with fresh perspectives and evolving values. But how exactly are they redefining the rules of raising kids?

To answer this question, together with Human8 and Philips, we conducted extensive research culminating in the Inside the Gen Z Parental Mind report. By combining one-on-one interviews with Gen Z non-parents, an online community with Gen Y & Gen Z (future) parents, a multi-generational quant survey across 4 generations (Baby Boomers, Gen X, Gen Y and Gen Z) and expert interviews, the report provides a rich, multi-faceted view of how Gen Z is redefining parenthood…

Gen Z Parenting on their own terms

Gen Z parents reject the one-size-fits-all parenting model. Instead, they embrace flexibility, balance, and emotional intelligence. Some older generations describe Gen Z as "jellyfish parents," suggesting they lack structure and boundaries. However, Gen Z parents don't see themselves this way. They believe they are thoughtful and well-informed, making deliberate choices to nurture their children's development.

According to our Inside the Gen Z Parental Mind report, they prioritize mental well-being, inclusivity, and sustainability more than previous generations. This shift is evident in their approach to discipline. While older generations leaned on authoritarian methods, Gen Z parents favor a gentle parenting style—focusing on mutual respect, communication, and positive reinforcement rather than punishment. Brands like Big Little Feelings (a therapist-backed and parent-vetted platform of courses for parents of toddles and preschoolers) and Montessori-inspired Lovevery have tapped into this trend, offering resources and products that align with this parenting philosophy.

Tech-savvy but cautious

As digital natives, Gen Z parents seamlessly integrate technology into their parenting styles but with a strong awareness of its risks. While they appreciate the convenience of smart baby monitors like Nanit and AI-powered learning tools like Osmo, they are also vocal about screen-time moderation and digital well-being.

“We must accept that a lot of social interactions happen online now, and I don’t necessarily believe limiting or denying screen time is the solution.” adds Jimmy De Witz, a Belgian Child & Adolescent psychiatrist. He highlights a critical gap in parents’ understanding of the online world, emphasizing the importance of parents educating themselves about the digital landscape and actively engaging with their children’s online activities.

Platforms like TikTok play a significant role in shaping their parenting choices, offering quick, accessible parenting tips. However, Gen Z parents are more skeptical of the effects of excessive digital exposure and are setting new boundaries for their children, balancing online and offline experiences. Apps like Qustodio help parents manage screen time and encourage healthier digital habits for children.

Eco-friendly and purpose-driven choices

Sustainability isn’t just a buzzword for Gen Z parents—it’s a priority. This generation actively seeks out eco-friendly baby products, from biodegradable diapers (Dyper) to organic clothing (Mori). The report highlights that Gen Z parents expect brands to share their commitment to the environment and social responsibility. Companies that fail to meet these expectations risk being left behind.

Brands like Patagonia Baby and Voksi have successfully aligned with these values, offering sustainable, ethically produced baby gear. Transparency and authenticity are key—Gen Z parents want brands to walk the talk when it comes to ethical practices.

Breaking gender norms in parenting

Gen Z is all about inclusivity, and that extends to how they raise their children. Traditional gender roles are being challenged, with more parents choosing gender-neutral clothing, toys, and parenting approaches.

Additionally, fatherhood is taking on a new meaning. Gen Z dads are more hands-on and emotionally engaged, challenging outdated notions of parental roles. This cultural shift is being embraced by brands like Frida Baby, which actively normalizes dads in parenting through marketing and product design.

What this means for brands

For brands looking to connect with Gen Z parents, authenticity is key. They expect companies to align with their values—whether that means championing sustainability, promoting inclusivity, or providing digital wellness solutions. Social media is a crucial touchpoint, but traditional advertising won’t cut it. Instead, they engage with brands through peer recommendations, influencers, and community-driven content.

Successful brands in the parenting space aren’t just selling products—they’re building trust and belonging. Companies that embrace transparency, purpose-driven messaging, and real, relatable storytelling will win over this new generation of parents.

Gen Z is changing the face of parenting. They’re breaking old norms, prioritizing emotional well-being, and making sustainability a core value. As they raise the next generation, they’re setting a new precedent for modern families—one that is conscious, connected, and deeply values-driven.

For more insights on how Gen Z is redefining parenthood and what they expect from brands, download the Inside the Gen Z Parental Mind report. The report explores their parenting philosophies, key differences from previous generations, and the evolving expectations they have for businesses.