Gen Z are no longer the up-and-coming generation. Born between 1997 and 2012, this cohort’s oldest members are fast approaching their 30s and becoming parents.
By investigating how Gen Z plan to parent differently from past generations and the values they hope to instil in their children, we can begin to paint a picture of the future they are shaping.
Supported by proprietary Future:Poll data, this Communities report delves into the lives of eight Gen Z parents living in the UK, the US and Australia, unpacking how they are redefining education, family dynamics, wellbeing and parenting in a digital-first world.
Purchase the full Communities report below. LS:N Global members receive access to this report as part of their membership.
What's in the report?
The report’s key insights include:
: Tech terror – Screen time is a point of contention for Gen Z parents. While hard to avoid screens altogether, what their children watch is carefully considered and anything that could be damaging to their attention span is avoided. The hidden world of social media is a future anxiety for most parents, as they fear cyber-bullying, online safety and phone addiction
: Rethinking education – Riddled with debt from their own higher education experiences and underwhelmed by the opportunities university has led to, Gen Z parents are open to their children exploring alternative avenues, such as apprenticeships or entrepreneurship and exploring trades, rather than going into office work
: Neo-families – Gen Z are non-traditionalists. Having kids doesn’t necessarily come before marriage or buying a house
: Second-hand rules – Whether it’s buying bikes on Facebook Marketplace or clothes on Vinted, Gen Z parents look second-hand first
: Pragmatic optimism – Despite financial concerns and the added pressure that technology puts on parents raising children today, Gen Z parents are optimistic about their lives in the future. Money troubles are temporary, and life is presumed to be on an upward trajectory
Plus, an exclusive Future:Poll survey of 2,294 Gen Z and Millennial parents of children aged 0–13 in the UK, the US and Australia, revealing more about how the next generation are being raised. Future:Poll is designed to continually analyse consumer attitudes on emerging theories, comparing responses across demographic segments and uncovering global market nuances.
Download the report
