Generational influences continue to shape consumer behaviour, according to Babies R Us’ latest stats. As both Gen Z and Millennial generations take the reins of parenthood, their different approaches are reshaping the market for baby products.
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Gen Zers (born approximately between 1997 and 2012) and Millennials (born approximately between 1981 and 1996) have distinct philosophies when it comes to raising their children and, more specifically, the impact on their buying behaviour.
Gen Z is the newest generation coming into parenthood and, according to Bloomberg projections, is poised to supersede Millennials in population share. Gen Z will account for 32% of the global population, with Millennials right now below them at 31.5%.
‘Millennials, who came of age during the rise of the internet and social media often emphasise traditional structured parenting with a focus on safety, educational toys and organic products,’ according to Catherine Jacoby, Marketing Manager at Babies R Us and Toys R Us.
‘In contrast, Gen Z’s generation is rewriting the rules of what it means to be a parent, often taking a highly individualised approach filled with contradictions.
In fact, a recent study by BabyCentre reported that Gen Z moms clock in 5.9 hours of screen time each day, with an average of 30.5 hours per month on social media alone.
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‘If you’re thinking to yourself “Gen Z are kids, how do they have kids?”, then you’ll no doubt be surprised to learn that nearly one million babies were born in South Africa in 2022 with the average age for first-time mothers ranging from 20 to 29 years old,’ Jacoby adds.
‘While older Millennials are rounding their forties and planning their late pregnancies, Gen Zers are having their firsts.’ What this means, she says, is in just a couple of years nearly half of all new parents will be Gen Zers.
From a marketing perspective, Jacoby says: ‘As we witness the parenting landscape evolve, it’s crucial to understand this generational shift and respond to their differing needs in order to encourage their parenting styles.’
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For example, Jacoby explains that while data shows that sustainability is a significant factor for both generations, it manifests differently.
‘Gen Z parents prefer brands that are transparent about their environmental impact and offer recyclable or biodegradable products while Millennials are drawn to organic and non-toxic products, emphasising health benefits for their children,’ she adds.
‘While both generations rely heavily on social media for parenting tips and product recommendations, Gen Z parents are more likely to follow influencers and engage with user-generated content, whereas Millenials often seek advice from trusted parenting blogs, family and friends, and expert reviews.’
Jacoby also explains that, according to another finding, Gen Z parents prioritise convenience and efficiency, opting for subscription services for essentials like diapers and baby food. Millennials, on the other hand, are willing to invest more time and money in products that promise higher quality and developmental benefits.
‘Of the two, Gen Zers are more likely to switch brands if they find a better deal or a brand that aligns more with their values and brands that are transparent and show social responsibility tend to attract them as consumers,’ she continues.
‘Millennials are more brand loyal and appreciate brands that offer quality, consistency and good customer service. They balance their values on sustainability and ethical practices with costs and convenience.
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‘What we have seen in our stores is how Gen Z parents prefer shopping that offers experiences and personalisation. It has been key for us to create interactive and shopping experiences to capture their attention,’ she adds.
‘This has to be balanced for our Millennial parents, as they look for practicality and convenience in shopping.’ According to the data, it’s the loyalty programmes, discounts and seamless omnichannel experiences that tend to woo the Millenial parents.
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