Gen Zs (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 are poised to supersede millennials in population share. Gen Z will account for 32% of the global population, with millennials right 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. In contrast, Gen Zs, the first true digital natives, are more inclined towards flexible, tech-savvy and eco-conscious parenting approaches. 

Notably, Gen Z dads look to TikTok for product recommendations. Gen Z 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 BabyCenter 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.

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. While older Millennials are rounding their forties and planning their last pregnancies, Gen Zs are having their firsts.

What this means is in just a couple of years nearly half of all new parents will be Gen Zs and with this as a specialist retailer, Babies R Us needs to be at the forefront of understanding and adapting to the distinct parenting styles and purchasing patterns of these consumers.

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.

There are continuous expansions of our ranges of tech-enabled products, launching eco-friendly lines, and we have enhanced our digital presence and ease of shopping to engage both generations effectively. The Babies R Us offering constantly adapts to these needs.

In fact, it is Babies R Us's goal to provide a comprehensive range of products that not only meet these diverse preferences but also enhance the parenting experience. As Gen Z become parents, they will define their brand preferences and influence the relationships their children have with brands.

Sustainability is a significant factor for both generations, but 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.

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 Millennials often seek advice from trusted parenting blogs, family and friends and expert reviews.

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 Zs 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. 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 cost and convenience.

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. This has to be balanced for our millennial parents as they look for practicality and convenience in shopping.

What's more, Millennials appreciate loyalty programmes, discounts and seamless omnichannel experiences. We have spent several years building our platforms to ensure we can engage with both generations in the way they want to be engaged.

Gen Zs are big into thrifting and are quite happy to find second-hand goods. While this is great in terms of being environmentally conscious, there are some items that should not be thrifted, like baby car seats and highchairs due to their safety.

Experts advise that items like car seats, highchairs, strollers and cots should be bought new to ensure they:

  • meet the current safety standards and haven't been recalled or compromised
  • are free of defects
  • have not passed their expiration date, and 
  • have plastic that hasn't become brittle with chips, or missing parts. 

This ensures that the product is safety checked and you can be assured of the safety of the product.

For more information, visit www.babiesrus.co.za. You can also follow Babies R Us on Facebook, X, or on Instagram. 

*Image courtesy of contributor