New Consumer Mindsets : Next-Gen Parental Personas

As Gen Z moves into the parenting spotlight, their disruptive spirit and identity-affirming aesthetics also infiltrate this space. From their rejection of tradition to their fight against climate change and social and racial injustice, this new wave of caregivers are rebelling against the ‘norm’, and changing the state of parenting is next on their agenda.

Our Next-Gen Parental Personas series, available to those with a premium My TrendBible subscription, explores Gen Z’s influence on the new landscape of parenthood. To help you understand their consumer mindsets we’ve created three parenting personas: The Creative Rebels, The Restorers, and the Resilience Rebuilders.

Our Next-Gen Parental Personas reports are available to download now for premium members.

Part 1 of the series, introduces each of the personas, the perspective-shaping events impacting them as well as a deep dive into each of their distinct behaviours, attitudes and caregiving styles.

Each report in the series takes a deeper dive into each persona and translates these to uncover future design and marketing opportunities. This article gives a brief snippet into each of the three parenting personas as well as a taster of what to expect from the series.

Part 2: The Creative Rebels

In part two of this series, we’ll help you tap into the colourful world of The Creative Rebels, a group of creative caregivers who view parenthood as identity-enhancing rather than identity-compromising. Get ready to take your design and marketing from beige to bold, as we say goodbye to carefully curated Millennial aesthetics in favour of maximum colour, creative disorder and a new post-taste aesthetic.

Part 3: The Restorers

Part three is all about The Restorers, a persona group who opts to live by a ‘fix it yourself’ mentality, following the failures of government policies, rising costs and environmental concerns. From designing for longevity and adaptive add on’s to personalising secondhand, this report explores the innovative ways to engage and respond to The Restorers and their DIY mentality.

Part 4: Resilience Builders

In the final instalment of the series, we delve into the world of the Resilience Builders. For this persona, parenting is the ultimate act of empathetic leadership. With that in mind, this report explores the design, marketing and narrative opportunities you should lean in to in order to help support the Resilience Builders and their mission to prepare children for an uncertain future.

Unpack and explore further this new landscape of parenthood consumer mindsets in our report series when you subscribe to our Premium membership at My TrendBible. My TrendBible is our trend subscription service dedicated to The Future of Home and Family Life and is designed to inspire and spark ideas, give your teams confidence in actioning trends and provide validation from across the globe.