Gen Z Moms: A Strategic Look at the Next Generation of Parents (Nestle Gerber)

Reveal how Gen Z parents, those with kids ages 0-5, will meaningfully differ from their Millennial predecessors. This future-focused project will provide actionable insights to any organization that markets products and services to young families with children.

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About

We know a lot about Millennials. They’re the most over-studied generation to date. And, for good reason, they’re a huge cohort and have come of age during tremendous cultural and technological changes. But who’s next?

The oldest of Gen Z are age 22 and on the cusp of parenthood. This project aims to get out ahead of their pending lifestage shift to gain insight into how Gen Z might think and behave differently as parents. The goal of this project is to better understand the emerging mom of tomorrow in order to fuel product innovation, frame branding communications, and point to retail strategy and tactics.

Objectives

  • Analyze Gen Z’s likely approach to parenting: What does parenthood mean to them? How will this cohort’s values apply to parenting as well as to family, future outlook, and success
  • Explore demographic/socioeconomic/cultural forces that influence the needs of new/emerging parents 
  • Understand Gen Z’s relationship with their own parents to understand what they’re mirroring vs. rejecting
  • Explore the tensions of parenting today, with a focus on cultural norms, economic forces, social media, and consumer behavior
  • Understand Gen Z’s shopping behaviors and preferences in key client categories including retail channels

Why?

The oldest of Gen Z are age 22 and on the cusp of parenthood. This project aims to get out ahead of their pending lifestage shift to gain insight into how Gen Z might think and behave differently as parents.

Methodology: Qualitative/Quantitative

Design Rationale:

The 20-minute survey will explore:
- Values, aspirations, and priorities when it comes to parenting and parenthood, investigating what differentiates this current cohort from Millennials and Gen X
- Parenting behaviors
- How parental sensibilities, styles, and norms have shifted and will continue to change
- Consumer behavior when it comes to purchasing for children, the household and family

Qualitative Design

Qualitative Research Target

Gender: 0% Male, 100% Female

Ethnicity: Approximates national population distribution

Ages: 18 to 22

Additional Demographic Screening:

Virtual ethnography among 15 Gen Z moms
- 4-day engagement of questioning and exercises
- Variety of virtual discussions mixed with projective activities (including posting photos and videos) to truly dimensionalize the learnings around Gen Z moms

Quantitative Design

Number of Interviews: 1800

Interview Length: 20 minutes

Quantitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 22 to 54

Additional Demographic Screening:

n= 800 Gen Z who intend to become parents. (Note: Based on Gen Z’s young age, we are setting a quota of 75 parents/expecting parents))
n= 500 Millennial parents
n= 500 Gen X parents (as a baseline and to compare to Gen Z, who are their progeny)

Geography: US Only; Approximates national population distribution

Deliverables

Reporting: Formal Report

Presentation: Both web-based and in-person

Additional Deliverables:

Report that will include the learnings and insights from each research phase plus strategic business implications and recommendations. It will be visually forward, professionally art-directed, and include images and verbatims from the qualitative respondents.

A presentation of findings via video conference (on-site presentation also available at an additional charge)
The quantitative findings will be available on the data-visualization platform Knowledgehound

Funding Timeline (once project is approved): 60 days

Timing: Available Immediately

Supplier

Company: Ignite 360

Previous Projects: 5

Rating:

Supplier's Qualifications:

IGNITE 360 is a full-service strategy and insights firm that focuses on building empathy connections for clients with their customers. They are qualitative experts and storytelling champions who are adept at integrating quant and qual to drive action.

Supplier's Team:

Nathan Depies - Ignite 360
Rob Volpe - Ignite 360

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