This article was guest written by VIRTUE Worldwide – a creative agency born from VICE Media – as part of their efforts to help others better understand how Gen Z-ers have been navigating parenthood and how this rising generation might revolutionise the wider parenting world. As an extension of their research report on the subject, the following looks into the implications that their findings have on the future of business marketing to this new generation of parents.
Generation Z – born after 1996 and before the early 2010s – are no strangers to disruption. Raised in the age of the internet and social media, they are now entering adulthood during a global pandemic. They think and behave in new ways, champion new values, and aspire to new ideals, which they pursue through new means. They are reimagining every aspect of culture that they touch, and the realm of parenting is next.
Today, nearly 1 in 10 of the world’s Gen Z-ers are parents – a figure expected to grow rapidly in the decade ahead. In view of this, brands must adjust their marketing approaches if they wish to appeal to this tech-savvy generation, whose behaviour, and indeed retail patterns, diverge from those of Gen Y-ers.
(Image Credit: kelvin octa on Pexels [edited])
Seeking to take a first-of-its-kind deep dive into the lives and minds of Gen Z parents globally, Virtue Worldwide embarked on a three-part research study of Gen Z parenting to (1) better understand how this new generation is navigating and redefining parenthood and (2) identify the implications thereof for the brands of tomorrow. While the research project – entitled “We, The Family” – is grounded in observations of a primarily Western audience, certain overarching experiences remain salient for businesses in Singapore.
The study found that 4 in 5 Gen Z parents have adopted a parenting approach unlike that of their parents, with fewer than half (47%) seeing their own parents’ parenting styles as prime models for emulation. From this, it is clear: generational differences are inevitable and parenting styles are no exception in this regard. With no rulebook for grabbing the attention of these new personas, marketers can and should tap into the psyche of Gen Z parents – understanding them first as individuals, then as parents – to guide their approaches. This is where the fruits of our research come in handy, so here are three key takeaways from “We, The Family” to keep in mind:
1. The “We”-collective over the “Me”-narrative
Unlike Gen Y-ers, or the so-called “Me” generation, Gen Z-ers value shared responsibility and champion collective prosperity over individual success. They are acutely aware of macro systemic forces – the economic, political and social realities of gender parity, over-population and societal injustice – that lend to unequally faced parenthood challenges, some of which deter them from having more children though they have the desire to. In response, Gen Z-ers perceive themselves as catalysts for change, devoted to addressing such injustices and effecting change from the ground up.
We see this across APAC, where Gen Z-ers hold a preference for sustainable consumption, with 60 to 80 per cent also believing that brands should be held accountable for their actions. They are demanding greater transparency from the brands they support and expect companies to take a stand on important issues such as climate change, racial inequality, and gender discrimination.
The brands of tomorrow would do well to acknowledge the impacts that these macro forces have on families and go a step further to act in response. Start by acknowledging that parenting challenges are grounded in macro conditions beyond individual control, then evoke real change by contributing to grassroots initiatives to tackle the roots of these systemic problems.
In Singapore, home-grown enterprises such as Sea Apple and Sky High Educators are creating ripples in their own ways towards building a more sustainable future for our next generation.
The environmentally conscious parent can turn to Sea Apple’s range of ethically made organic clothing.
(Screenshot from Sea Apple)
Meanwhile, social enterprise Sky High Educators – launched by alumni of Singapore Management University – taps on a pool of undergraduate tutors to provide access to affordable tuition for primary- to tertiary-level students, narrowing socioeconomic gaps in the process.
(Screenshot from Sky High Educators)
2. Determined to be different, and to have differences celebrated
Each generation has grown up with different influences and issues that indubitably impact their behaviours, priorities, and parenting.
Gen Z-ers look to their parents as reverse role models – intentionally unlearning what didn’t work in their childhood and opting for a different approach in the process.
To seize upon a generation that is both open and unconventional, brands must be authentic and balanced in their messaging – understand Gen Z-ers’ collectivism, without diminishing their unique individuality. Forget the one-size-fits-all approach; no two children and no two parents are alike. Acknowledge, normalise, and celebrate unconventionality instead.
3. Trust-based, hyper-informed decisions
Gen Z-ers were born into a world of vast technological advances. A survey of 4,500 Gen Z-ers across nine APAC countries revealed that many turn to online devices to stay socially connected, keep abreast of global affairs, and shop online.
With access to the internet at their fingertips, Gen Z-ers have trained themselves to critically assess and filter content – an approach they are also applying to parenting resources.
Unlike Gen Y parents, whose purchases are mostly influenced by recommendations from other parents, Gen Z parents trust external sources with established track records, including doctors and subject experts (and sometimes close family members). They are intent on making trust-based, hyper-informed decisions, and seek recommendations grounded in real expertise and experience.
Pragmatic and sceptical of advertising that tugs at the heartstrings, Gen Z parents are inclined to brands that market by persuasion – not seduction – and that educate – not just sell. Brands should prioritise information sharing and crowdsourcing on social platforms and turn to credible industry experts to weigh in on brand efforts.
Shein, a fast-growing e-commerce platform, is an example of a brand focused on reaching Gen Z-ers through social influencers on platforms like Instagram and TikTok.
(Screenshot from Shein)
The brand recruits KOLS as their ambassadors, who promote brand love via reviews of their Shein hauls. At over one billion views, the #SheinHaul TikTok challenge remains one of the most effective means of advertising for the brand, with shoppers themselves further driving user-generated content and organic reviews – an authentic way to build trust, and encourage conversion amongst Gen Z-ers. This led to Shein being the most talked-about brand on TikTok in 2020, with its sales for the year doubling to reach US$10 billion.
Influx of differences? Or differences in flux?
Our full report offers a glimpse into the rise of a new generation – and with it, anticipation of and excitement for a new future and way of doing things.
The future of parenting is one that is marked by self-awareness, built on a sense of shared responsibility, empathetic to the mental and emotional needs of children, and overwhelmingly in favour of trust over intimidation and discipline.
Ultimately, each generation is marked by its own idiosyncrasies and quirks. The best that a brand can do is to exercise continued creativity and discernment in nuancing their marketing approach for the Gen Z parent – that is, embracing a willingness to learn, staying adaptable, and being authentic.