Understanding Gen Z parents - Key brand expectations

As Gen Z steps into parenthood, their expectations towards brands are reshaping the market landscape. Known for their progressive values and digital savviness, Gen Z parents demand more from the brands they engage with. Our extensive research, conducted with Human8 and Philips, culminates in the Inside the Gen Z Parental Mind report, highlighting five key expectations that brands must meet to resonate with Gen Z parents.

1. Credibility on ESG and DEI policies

Gen Z parents expect brands to actively engage in societal issues, extending beyond just environmental sustainability. They want companies to lead in Environmental, Social, and Governance (ESG) and Diversity, Equity, and Inclusion (DEI) initiatives. This generation values community impact over profit, with 56% believing brands should give back to society and 49% thinking brands should address societal issues. Inclusivity is essential, with 60% prioritizing it when choosing brands. Transparency is key; Gen Z expects detailed updates on companies' real progress.

Brand illustration: BBC's "Something Special," aimed at children with learning and communication difficulties, has become a hit among kids of all abilities. Featuring Mr. Tumble, the show introduces Makaton signing and includes children with disabilities in central roles. This positive representation promotes inclusivity and diversity, shaping kids’ expectations for a more inclusive world.

2. Affordability

Gen Z parents are pragmatic about finances, focusing on stability and smart spending in today's uncertain economy. They enjoy finding "financial hacks" and value-for-money products. For them, affordability means quality, sustainability, and long-term benefits. They seek reasonably priced, high-quality items, look for promotions, prefer refillable options, and embrace cost-saving strategies. Long-term affordability is crucial, with Gen Z parents favoring products with extended lifecycles and circular economy principles. They consider affordability in terms of "price per use" rather than just the initial cost.

Brand illustration: Parents Vacances connects single-parent families with holiday homeowners in France, making vacations accessible for those facing financial difficulties. Founded by Gaëlle and Bertrand Hartmann, the organization matches families with second-home owners, allowing them to enjoy quality time together. This initiative has received high satisfaction ratings, providing comfort and memorable experiences for families in need.

3. Right & good for me

Gen Z parents prioritize transparency in the resources and ingredients used by brands, with 68% considering it crucial. They actively choose products free from harmful chemicals and demand clear labeling on natural, organic, and non-toxic options. These parents seek items that protect their families while fitting seamlessly into their active lifestyles. Customization is also important, as they value products tailored to each child's unique needs, believing personalized options are more effective.

Brand illustration: Nike's Swoosh 1, designed for children aged nine to 36 months, is the first Nike Kids shoe to receive the American Podiatric Medical Association's Seal of Acceptance. This endorsement boosts parents' confidence in the brand, showing that Nike prioritizes children's health and safety by collaborating with medical professionals.

4. Enhances connection

Gen Z parents prioritize brands that help build strong emotional bonds with their children. They value products that foster trust, encourage open dialogue, and support their presence, especially during challenging conversations. While they welcome technology that aids parenting, they are mindful of its potential impact on relationships. They prefer tech, particularly AI, that enhances rather than disrupts their connection with their kids. Brands that position technology as a tool for emotional bonding will resonate well with Gen Z parents.

Brand illustration: IKEA’s "Proudly Second Best" campaign highlights the irreplaceable bond between parents and their children. Ads feature top-selling IKEA products like the Antilop Highchair and Bolmen step stool sitting unused, while parents enjoy moments with their children. The tagline emphasizes that no piece of furniture can compete with a parent’s lap or chest, showcasing the importance of emotional connection over product use.

5. Sparks joy

Gen Z parents look for brands that create joyful and meaningful family moments. They value products that bring families together through playful experiences, turning everyday tasks into opportunities for bonding. Unique designs, sensory elements, and innovative features are highly appreciated as they make parenting more enjoyable. Humor is also important; Gen Z parents prefer brands that embrace the messy, imperfect reality of parenthood with a lighthearted approach. Notably, 48% of Gen Z are willing to spend more on brands that incorporate humor and playfulness.

Brand illustration: Glüxkind’s Rosa smart stroller is designed to meet the technology expectations of Gen Z parents while offering moments of respite. The stroller includes the Rock-My-Baby feature that mimics the act of rocking a child, while playing white noise from in-built speakers to lull the baby to sleep. This allows parents to rest or accomplish other tasks, turning everyday routines into opportunities for relaxation and joy. By integrating advanced technology with practical benefits, Glüxkind enhances the parenting experience, making it more enjoyable and stress-free.

By understanding and meeting these expectations, brands can build meaningful connections with Gen Z parents, making them feel understood and valued. This generation's approach to parenting is reshaping the market, and brands that embrace transparency, inclusivity, affordability, emotional connection, and joy will thrive in this new landscape.

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.