How it started

Gen Z, born between 1997 and 2012, is the world’s largest generational group and represents one third of the global population. This influential cohort is entering parenthood and by 2027 they will account for half of all births. With distinct values and priorities, Gen Z is redefining what family life means.

Our client, a leading global tech company recognised the need to connect with the parents of the future. Committed to supporting parents throughout their pregnancy and parenting journey with innovative solutions, the company knows that aligning with the unique values and preferences of Gen Z parents is essential to staying ahead.

Together, we embarked on a mission to decode Gen Z’s parental mindset and explore their distinct approach to parenting. By aligning innovation and marketing strategies with Gen Z’s preferences, our client aims to not only meet but anticipate the needs of tomorrow’s families.

How we inspired change

To uncover what truly matters to Gen Z parents, we turned to our Now-Wow-How framework.

• Now: We started by mapping what was already known. Stakeholder interviews revealed blind spots and knowledge gaps, while expert input helped separate generational shifts from life-stage effects. With the support of our proprietary AI tool, Mastermind, we consolidated existing knowledge to build sharper hypotheses before entering the field. This made the research phase more focused, more valuable and ultimately more impactful.​

• Wow: At the heart of the study was a four-week mobile-first insight community with 115 participants from the US and Germany. Through more than 2,200 interactions and 1,700 images and videos, we collaborated with current Gen Z parents as well as Gen Zers open to parenting in the future. This mix allowed us to explore both lived parenting experiences and expectations before the journey begins. To better understand the boundaries around tech and AI in baby and parenting products, we introduced sacrificial concepts, ideas intentionally designed to challenge assumptions and spark debate. Built on community input and accelerated through our AI Ideation Canvas, these concepts weren’t tested as market-ready solutions but used as conversation starters to deepen understanding. By responding to tangible examples, parents could articulate their boundaries more clearly, giving us sharper insight into where innovation inspires and where it risks crossing the line.

• How: Insight only matters if it inspires action. To build empathy, we created experiences that brought stakeholders closer to Gen Z parents. Pre-assignments encouraged conversations with Gen Z in their own lives, while speed-dating sessions with community members deepened engagement. This way, we turned data into human connection. As a result, 90% of involved stakeholders reported greater understanding, stronger empathy and more confidence in decision-making. To further embed the findings, we partnered with creatives through our eÿeka network in a global ideation contest, translating insights into tangible app concepts for the families of the future.

How it lives on

The study revealed that Gen Z is redefining parenthood. For them, becoming a parent is conscious choice rather than a societal expectation, shaped by global realities such as war and extremism, as well as a desire to maintain personal freedom. Unlike previous generations, who often conformed to societal norms, Gen Z is redefining parenthood on their own terms.

Drawing on their own upbringing, often with Gen X parents who emphasised independence and discipline, Gen Z frequently uses their parents as “reverse role models.” In contrast, they adopt a supportive, hands-off style that prioritizes emotional bonds, trust, self-expression and presence while encouraging risk-taking as part of healthy development.

When it comes to shopping, Gen Z parents look for brands that are ‘Credible on ESG & DEI’, ‘Affordable’, ‘Right for me’, ‘Enhances connection’ and ‘Sparks joy’  (C.A.R.E.S.). They have high expectations and prefer brands that align with their values, such as ESG and DEI, while delivering safe high-quality products that enrich family life rather than limit it.

With this deeper understanding our tech client is now better equipped to develop their future strategy that deeply resonates with the next generation of parents and will fuel innovation, marketing and communication strategy initiatives.