When Digital Natives Become Parents: How Gen-Z Mothers Discover and Validate Online, but Buy Offline

As the oldest of Gen Z (born 1997–2012) transition into their late 20s, they are no longer just individual trendsetters—they are becoming parents. One important label for Gen Z is the digital-native generation. As they become parents, how does their “digital-native” nature influence them as parents?

At RB Consulting and Infinity CxT, we were curious to see how this digital-first mindset of Gen Z translates into motherhood. To find out, we conducted a comprehensive study involving:

The Digital Discovery Journey

Gen-Z mothers have not lost their digital-first nature, but their focus has shifted from entertainment to intentional research. Gen-Z mothers journey follow a rigorous three-step process, started with discover and validate online, ended up with offline buy:

1. Discovery

• Primary Platforms: TikTok and Instagram remain the main hubs for discovering new brands and products.

• Influencer Impact: They rely heavily on Key Opinion Leaders (KOLs) for reviews and parenting tips.

2. Validation

• Authentic Experiences: They use parenting apps to find peer recommendations and authentic user experiences.

• Scientific Backing: 71% trust expert sources more than family or social media. They specifically seek validation from paediatricians and even turn to AI for immediate answers.

3. Purchase

• The Paradox: Despite their digital roots, 92% of purchases for their children’s regular needs happen through offline channels.

Where Gen Z Moms Shop: Our quantitative data shows a clear dominance of physical retail for their baby daily essentials.

Offline Channels – 92% split into the following channels

• Modern Trade (Supermarkets/Minimarkets): 79%

• Specialized Baby Shops: 12%

Online Shopping - 8% through E-commerce & Marketplaces

Gen Z mothers spend an average of Rp 1.3M–1.4M per month on their baby’s needs (excluding clothes and toys). This offline preference is driven by convenience (immediate availability), promotions, and the need for specific SKU availability found in specialized baby shops.

Implications for Marketers and Brands

The “handphone/digital-centric” stereotype is real, but it does not mean Gen Z is an online-only consumer. To win with this segment, brands must master an O2O (Online-to-Offline) strategy:

1. Be the “Information Authority”

Gen Z moms are research-obsessed. Ensure your digital presence provides depth, not just visuals. Partner with paediatricians or use AI-driven tools to deliver the scientific validation they crave during the “Validation” phase.

2. Optimize for Modern Trade (MT)

Since 92% of these mothers shop offline, shelf presence and in-store visibility are critical. Use digital ads to drive them to physical stores with “available now” messaging or location-based promotions.

3. Balance KOLs with Peer Trust

While influencers like Nikita Willy build initial interest, peer reviews on parenting apps seal the deal. Encourage and highlight user-generated content (UGC) and peer recommendations to build the authenticity this generation demands.

In our next post, we will look into the role of Gen-Z fathers.

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.