As most consider parenting to be quite literally the hardest thing they’ve ever done, Gen Z and Millennial parents are figuring out the best ways to approach parenthood—and are open to receiving all the help they can get. But these value-driven gens have never been afraid of innovation and are bringing that same attitude to their parenting choices. And their unique perspectives are creating opportunities (and challenges) for brands across all industries.
YPulse’s 2024 Parenting report delves into the preferences and expectations of Gen Z and Millennial parents and how current non-parents feel about a future with children.
Report length: 19 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded November 2024. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in November 2024
