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The Gen Z guide to parenting

Gen Z parents are reshaping parenting with a focus on individuality, emotional well-being and meaningful family connections.

A mother lying on the floor laughing with her baby

Pauline Herbert

05 December 2024

4 min read

For Gen Z, parenthood isn’t just a default life milestone – it’s a carefully considered choice. Born between 1997 and 2021, this generation places high value on financial stability, personal freedom, and emotional well-being before taking the leap into parenthood. For those who do choose to become parents, their approach is deep and intentional, with a clear focus on shaping resilient and emotionally intelligent children.

To understand this evolving parenting landscape, we connected with 115 Gen Y and Gen Z parents and soon-to-be parents. Their insights highlight four key parenting styles shaping the future – and what they expect from the brands they engage with.

1. Child-led exploration: letting kids take the driver’s seat

Gen Z parents believe that every child is a unique individual with their own distinct personality, interests and developmental timeline. Rather than imposing their own preferences or directing their child’s path, they want to encourage autonomy and self-discovery. Whether it’s exploring hobbies, engaging in self-expression, or learning new skills, these parents aim to give their children freedom to explore.

This hands-off, supportive approach allows children to develop confidence, curiosity, and independence. Gen Z parents act as guides rather than directors, listening, validating emotions and providing open-ended tools to help their children thrive. This foundation empowers children to explore their interests without any limitations.

Melissa & Doug understands that creativity thrives when kids are free to explore. Their open-ended wooden playsets empower children to direct their own imaginative adventures – perfect for parents who believe in child-led exploration. Similarly, Spotify has developed the Spotify Kids app, which allows children to explore their own musical preferences within the safety of handpicked, child-friendly content – promoting independence in a fun and engaging way.

2. Fearless foundations: building resilience through challenges

Gen Z parents understand that life’s challenges are inevitable. Growing up in an era marked by uncertainty, they prioritise teaching their children resilience and adaptability. They feel learning to overcome adversity early on is key to building the confidence and emotional strength to get through difficulties.

Instead of shielding their children, Gen Z parents teach them to see failure as a chance to learn and grow. Whether it’s discussing real-world topics like mental health, discrimination, or financial literacy, these parents aim to prepare their children to navigate complex issues confidently. They also support risk taking and problem solving to help them grow into both resilient and adaptable adults. To do this, Gen Z parents provide a supportive environment, and find ways to engage their children at their own pace while building strong foundations.

Lego are supporting this mindset by promoting resilience and problem solving through creative construction. Their sets allow children to build, break and rebuild freely with every iteration – teaching them that failure is just part of the process.

3. Emotional anchoring: nurturing emotional intelligence

For Gen Z parents, raising emotionally intelligent kids is non-negotiable. They’re creating homes where their children feel safe, heard and valued – a stark contrast to the distant parental relationships many of them experienced growing up. Determined to provide a different experience for their children, many strive to be emotional anchors.

This means prioritising open communication and emotional transparency, helping their children develop empathy, self-awareness and in turn, emotional resilience. By talking about mental health and emotions in a safe space, both parents and child build a strong emotional bond. Actively modelling vulnerability and empathy in this way means Gen Z parents help prepare their children to navigate the complexities of adulthood with confidence.

Big Life Journal offers journals and printable resources that are designed to foster a growth mindset and emotional resilience. With guided reflections, gratitude exercises and conversation starters, they are helping parents and kids openly discuss emotions and navigate challenges together. Learning tool provider Slumberkins combines storytelling with plush toys to teach children emotional regulation, empathy and mindfulness. Each storybook addresses a specific emotional or social skill – such as self-confidence or stress management – helping parents and kids openly discuss emotions.

4. Shared adventures: celebrating family togetherness

Given their focus on self-identity and choice, Gen Z parents see parenting as a shared adventure rather than a sacrifice. They actively seek out activities that bring joy to both parents and children, transforming everyday routines into meaningful family experiences.

By making shared experiences a regular part of their routines, they aim to build strong family bonds and create lasting memories. Whether it’s a family project, game or an outdoor adventure, Gen Z parents believe in finding joy together and creating meaningful moments that go beyond traditional parenting roles.

Brands such as Radio Flyer are celebrating family togetherness by enhancing outdoor play with wagons and rideable toys. This makes family outings fun, memorable and enjoyable for both kids and parents.

Another brand tapping into this is KiwiCo, which delivers hands-on activity kits designed for shared learning, helping families explore new interests and build together. From science experiments to art projects, they enable families to collaborate on fun and educational activities.

Key takeaways for brands: connecting with Gen Z (future) parents

Gen Z aren’t just raising kids – they’re shaping the future. They’re striving to raise confidence, resilience and emotionally intelligent children. While Gen Z parents are adaptive in their parenting styles, their expectations of brands are far less flexible. Effective marketing to Gen Z requires establishing a brand that C.A.R.E.S , ticking boxes across several fronts and offering experiences that truly matter. They expect brands to go beyond simply selling products, seeking partners that support and promote exploration, growth and meaningful family connections in their parenting journey.

To resonate with Gen Z parents, brands should:

Offer creative products that let kids explore freely.
Provide tools that help children build resilience and confidence.
Support emotional growth with resources for mental well-being.

Are you ready to partner with Gen Z and join them in their parenting journey?

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