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.
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 Zs generation is rewriting the rules of what it means to be a parent, often taking a highly individualised approach filled with contradictions.
