From Provider to Partner: The Gen Z Father

Our first two reports explored Gen Z motherhood. This article shifts the lens to the husbands of Gen Z mothers.

The long-standing stereotype of the “absentee provider,” often associated with older generations such as Baby Boomers and Gen X, is clearly fading. In our study of more than 200 Gen Z first-time mothers in Indonesia, we found that active paternal involvement is no longer the exception—it is becoming the norm.

Level of Gen Z Father Involvement in Raising Children - From Provider to Partner

Our quantitative findings indicate that only a small minority of Gen Z fathers remain uninvolved in child-rearing.

In total, over 90% of Gen Z fathers are involved in critical decision-making for their children, with one-third playing a highly active role in daily care.

The Emerging Roles of Gen Z Fathers: Through our in-depth interviews with young mothers, four distinct roles consistently emerged—reflecting a fundamental shift in how fatherhood is perceived and practiced among Gen Z families. These Gen-Z Fathers have evolved from provider to partner

• The Emotional Stabilizer: Fathers are increasingly described as the “calmer” presence in the household. Many adopt and reinforce “gentle parenting” approaches, helping to balance the emotional climate at home.

• The “Tag Team” Operator: Traditional boundaries around “mother’s work” are dissolving. These fathers readily step in to prepare milk, make breakfast, or bathe the child—especially when the mother is physically or emotionally stretched.

• The Strategic & Financial Architect: Despite their operational involvement, fathers continue to focus on the long-term horizon. They are commonly seen as the primary planners for their child’s future education, financial security, and overall life trajectory.

• The Character Builder: Mothers consistently emphasize the importance of fathers’ “quality time.” This role is associated with building mental resilience, courage, independence, and core life skills in their children.

Implications for Marketers and Brands

The rise of the “involved father” fundamentally reshapes a category that has historically spoken almost exclusively to mothers.

1. Speak to the “Co-Parent,” Not Only the “Mom”

Marketing for baby-related products—such as diapers, formula, or strollers—should reflect a dual-parent reality. Visuals and narratives that show fathers actively handling everyday parenting tasks will feel more authentic and relevant to Gen Z households.

2. Position “Educational Security” for Fathers

Fathers are widely perceived as the strategic planners for education and long-term security. This creates a clear opportunity for financial institutions, insurance providers, and EdTech brands to speak directly to men, emphasizing stability, foresight, and character-building outcomes.

3. Enable the “Tag Team” Dynamic

Products that are intuitive and easy for either parent to use gain an advantage. When a product allows one parent to step in seamlessly while the other is overwhelmed, that flexibility and speed should be clearly communicated.

This research study was conducted by RB Consulting in collaboration with Infinity CxT between November and December 2025. It involved in-depth interviews with 10 first-time Gen Z mothers in Jakarta and Semarang, alongside a quantitative survey of 212 first-time Gen Z mothers across five major Indonesian cities.