This Carter’s rebrand is an important signal for all brands to pay attention to
By mikeblack · September 17, 2026 · Curated by George's Blog
This Carter’s rebrand is an important signal for all brands to pay attention to
Historically, we’ve thought of young parents as “Millenials”
But Gen Z is also having kids and shaping the new look of parenthood
And guess what?
How Millenials and Gen Z approach parenthood and the brands they choose for their households vary a lot
This means every consumer brand needs a Gen Z and #Milllenial strategy for engaging parents and beyond that, a strategy that’s nuanced based on
1. Income / Affluence — Affluent Gen Z parents behave differently than lower and middle income groups driving either value seeking vs premium seeking behaviors that need to be unpacked
2. Attitudes & Beliefs — #GenZ parents are entering a more challenging and scary world, economically and with AI, so emotional story telling must be nuanced
3. Heritage Identity — Gen Z leans heavily Hispanic, more so than any generation which means showing up for the right cultural moments matters more
4. Media - We know Gen Z has very high #digital behavior and grew up with social platforms in a way other generations have not
Now #media decisions have higher stakes because it’s influencing #householdpenetration and future brand loyalty
So stop thinking of Gen Z solely as kids; they are young adults having kids and that recognition has to show up in your #marketing strategy
Collage Group has the #culturalintelligence to help brands make the shift.