Dive Brief:
- Twenty-seven percent of Gen Z moms and 25% of millennial moms trust professional reviews, but Gen Z moms are less trusting of consumer reviews on Amazon, Yelp and other platforms, according to a new study from pregnancy and parenting website BabyCenter and Collage Group that was provided to Marketing Dive. New Gen Z moms only turn to sources that they know and trust when they need help and advice for the products they buy. Gen Z females are more likely to appreciate targeted digital ads that are relevant to their interests — 42% of girls in this group, 41% of women and 46% of moms — than millennial moms at 29%.
- The report, “Futurecasting Families: Early Insights into Generation Z & the Future of Parenting," found that more than 70% of Gen Z girls and women without children report regularly experiencing FOMO, or fear of missing out, because they spend much of their time on social media and are connected most of the time. However, the figure drops to 36% for Gen Z moms and 31% for millennial moms.
- Gen Z moms emphasize “success” as the key to an ideal life, but traditional values, such as marriage and teaching responsibility to children, still carry weight. About 30% of Gen Z females list “success” as an ideal compared to one-fifth of millennial moms. Gen Z females are also more anxious than millennial moms — a possible result of growing up post-9/11 — and value spontaneity at a high rate.
Dive Insight:
As Gen Zers contribute $44 billion to the U.S. economy and will make up 45% of all new parents by 2020, marketers should be focused on learning about what drives this new generation of consumers and shift their strategies based on some of the key differences highlighted in the “Futurecasting Families” report, like success, spontaneity and gender norms. Marketers need to be careful not to lump Gen Z and millennials together and realize that one strategy will not effectively target both groups or best reach the moms of tomorrow.
Growing up in a time when digital is the norm, Gen Z is used to being connected with friends and brands on social media. The generation is more likely than millennials to want the latest technology, spend most of their free time using tablets, smartphones or other devices, and are more comfortable expressing themselves online, according to the study. While social media expression is a hallmark of Gen Z, many recognize its downside. Gen Z report higher levels of loneliness and anxiety, which can be attributed to growing up during the recession and in the aftermath of 9/11.
Because digital ad experiences are common for Gen Z, they may better understand the value of exchanging an email address or other information for free content or services. Marketers planning Gen Z-focused strategies should try to deliver high-quality, valuable content across different channels, especially when targeting moms, whose time is often limited. Gen Z moms see the benefit of engaging with brands online as a way to get coupons or other special offers.
