Gen Z Parenting Trends Consumer Behavior: From Individual Consumers to Motherhood - Marketing Insights

Most marketing research studies have focused heavily on Gen Z (born between 1997 and 2012) as individual consumers. Rarely do studies focus on Gen Z as parents. The fact is, as the oldest members of this generation turn 28, a significant shift is occurring: they are entering parenthood. Marketers need to understand them not only as consumers, but also as parents who will spend on their children.

Gen Z has been stereotyped with different labels such as the Strawberry Generation, Baper Generation, Mental Health Generation, Instant Generation, and so on. But as they become parents, are these labels still relevant? Which ones remain, and which ones have changed for Gen-Z motherhood?

At RB Consulting and Infinity CxT, we investigated Gen Z parenting trends consumer behavior giving marketing insights to see how the well-known Gen Z mindset translates into motherhood. Do these stereotypes hold up when they are responsible for raising the next generation? To find out, we conducted a comprehensive study involving:

Qualitative research: in-depth, 3-hour interviews with 10 Gen Z first-time mothers in Jakarta and Semarang. And quantitative research: a survey of over 200 Gen Z first-time mothers across five major cities in Indonesia.

Debunking the Stereotypes vs. Reality

Our findings reveal a fascinating blend of traditional dedication and modern “self-preservation”.

Stereotype 1: “They want instant success and hate the process”

Our findings: Refuted as they become parents. The stereotype suggests Gen Z has a short attention span and avoids “hard work”. However, our data shows that Gen Z mothers are playing the “long game” when it comes to their children:

• 88% follow strict routines to support their child’s development

• 85% rely on expert advice before making decisions for their child

• 71% trust expert sources significantly more than family members or social media

Stereotype 2: “Mental Health First”

Our findings: Confirmed. The common perception that Gen Z prioritizes feelings and mental well-being remains true in motherhood. This generation views parental well-being as the cornerstone of a healthy family:

• 92% of mothers prioritize “me-time” and self-care to relieve stress

• 52% struggle with the “anxiety factor”—feeling guilty while trying to balance personal goals with parenting

• 48% use apps for mental health and mindfulness to help them navigate this new stage of life as mothers

Navigating Modern Motherhood: Key Data Points

The Takeaway for Brands

Gen Z parents are not “cutting corners”. They are highly intentional, expert-driven, and deeply invested in structured child development. However, they are also price-conscious and protective of their own mental health. Other implications for marketers…

First, credibility matters more than persuasion. Gen Z parents actively seek expert validation—doctors, child development specialists, and trusted institutions—before making decisions. Marketing messages that rely heavily on emotional appeal or influencer popularity alone may be less effective unless they are backed by credible, expert-led endorsements.

Second, brands must acknowledge the parents, not just the child. Products and services that recognize parental stress, anxiety, and the need for balance—through clear information, ease of use, flexible options, or supportive communication—are more likely to resonate. In this context, brands that help parents feel “in control” and emotionally supported will build stronger trust and long-term loyalty.

What’s Next?

Understanding these shifting priorities is essential for brands looking to connect with the “future of consumers” who are now nurturing the next generation.

In our next post, we will look into the digital behaviour of Gen Z moms—exploring why they use digital channels for research but still prefer offline channels for purchasing.

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