It’s a mistake to treat Gen Z parents the same as Millennial parents
By Mike Black · September 22, 2026 · Curated by George's Blog
It’s a mistake to treat Gen Z parents the same as Millennial parents
These audiences diverge dramatically, emotionally and socially, based on Collage Group psychographic traits analysis 👇
So while your products may satisfy the same functional needs for both audiences, your messaging must be tailored to make your brand feel credible and authentic
One big thing that separates Gen Z parents from Millennials is their community orientation
Meaning, they trust brands when they are already accepted by a community they recognize as sharing their own interests
And they reward brands that authentically participate and engage in those communities
"Communities" could be lifestyle defined (sports, beauty, cooking), media-defined (fans of a certain genre, or influencer) or culturally defined (Hispanic community for example)
Inevitably, to win with Gen Z parents you have to find those communities and play there
Because Gen Z is less trusting of advertising messages, community-focused marketing will be the main gateway to building brand consideration with them
Most CPG brands I speak to are way behind the curve in understanding the Gen Z parent
They still think of Gen Z as kids, but these kids are having families and raising households in a world that is very different than any generation encountered before
If you lose with them now, you lose household penetration for the next 10-15 years
So the question: "Is your brand prepared to meet them on their own terms?"