The Next Generation of Moms


We opened a lot of eyes with learnings from “Generation Nation,” a landmark project that has painted a rich portrait of how Gen Z is already differing from the older Millennial cohort. (You probably thought you’d never see Millennials modified by “older.”) From how they use social media to their perspectives on being citizens, family members, and shoppers, one consistent theme emerged from “Generation Nation”: Gen Z is its own cohort. Assuming they’ll react to your brand, products, and messaging just like Millennials do is dangerous. (Check out this blogpost that highlights five of the biggest differences between these two generations.)

The oldest of Gen Z are now 22, and many are on a countdown toward parenthood. With this pending life shift, brands that market to young families need to be equipped with the business intelligence to get out ahead of Gen Z’s full entrance into adulthood.

That’s the goal of “Gen Z Moms: A Strategic Look at the Next Generation of Parents,” a new project launching on Collaborata. Through a quantitative survey of three generations of intended and current parents, coupled with a qualitative deep-dive among Gen Z moms, this research will offer an early and expert read on how Gen Z will differ as parents from Millennial parents and their own Gen X parents.

The business goals of this project are to spark product innovation; frame marketing communications; and point to retail strategy and tactics to meet the distinctive needs of new Gen Z parents.

This project is being supported by two forward-thinking organizations that would welcome two or three more to join and help shape this project before it fields. The research is led by Ignite360, a boutique insights and strategy agency.

For more information on “Gen Z Moms: A Strategic Look at the Next Generation of Parents” click here.

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Jimmy Zollo is the Co-Founder and CEO of Collaborata -- a Chicago-based tech startup serving the insights and marketing research world. Collaborata is the first-ever platform that enables organizations to share research costs and insights. Collaborata was a finalist for the 2017 Midwest Digital Startup of the Year, the 2016 Insight Innovation Award and has been featured on Business Insider, BuiltInChicago, Greenbook, Quirks, Research Live, MRWeb, and Market Research World. For more information, please visit: Jimmy developed his passion and enthusiasm for the Chicago tech community, while driving growth at GrubHub for four years. He helped develop GrubHub's industry-leading restaurant network, traveling across the country to launch new markets and grow existing ones. Following GrubHub's IPO and merger with Seamless, Jimmy transitioned to the corporate team, leading partnerships between GrubHub and many of Chicago's leading law, consulting, tech, and marketing firms.