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What Today’s Millennial and Gen Z Parents Expect From Baby Brands

Millennial and Gen Z parents aren’t just a new generation of consumers – they’re bringing an entirely new set of expectations to the parenting and baby industry. For brands in this space, that means rethinking not just what is being sold, but how, where, and why it’s being communicated. 

These parents are digital natives. They’re fluent in short-form content, comparison shopping, and algorithm-driven discovery. But they’re also more values-driven, more sceptical of traditional advertising, and more likely to turn to peer recommendations than to brand claims. 

 

So what are they actually looking for? 

 

 1- Transparency Over Perfection 

 Gone are the days when baby brands could rely on airbrushed images and polished promises. Today’s parents want realism – from ingredients lists to product claims to brand purpose. They’ll scan a product’s back label just as quickly as its Instagram grid. If something feels vague, inauthentic or overstated, trust is lost quickly and rarely won back. 

 This extends beyond the product itself. How a brand sources its materials, treats its employees, and handles customer service all contribute to how credible it feels. In short, everything is under scrutiny – and that’s not a bad thing. It’s an opportunity for the brands doing things properly to stand out. 

 

2- Useful Content, Not Just Campaigns 

 Millennial and Gen Z parents are constantly seeking out guidance – not just on what to buy, but how to use it, what alternatives exist, and how to navigate the everyday challenges of parenting. Brands that support this with honest, useful content are more likely to build long-term loyalty. 

 The tone matters too. It needs to be straightforward and inclusive, without being patronising. Parents today are more diverse in every sense – culturally, structurally, and emotionally – and they’re looking for content that recognises that reality, not clichés. 

 

3- Personalisation, But with Boundaries 

 These parents are open to personalisation, such as tailored offers, curated product suggestions, targeted content – but they’re also highly aware of how their data is being used. They expect brands to be respectful and secure with their information, and to give them control over how it’s used. 

 What’s changed is that personalisation is no longer seen as impressive on its own – it’s expected, and needs to feel helpful rather than invasive. 

 

4- Real Community, Not Forced Connection 

 There’s a lot of talk about “building community”, but Millennial and Gen Z parents can spot when it’s been manufactured. They value peer-to-peer input over brand-led conversation. The most successful baby brands are finding ways to facilitate genuine interaction through shared experiences, relatable storytelling, and by amplifying real parent voices, rather than trying to speak for them. 

 

Need help adapting your brand messaging to Millenial and Gen Z audiences? let’s talk. Get in touch with nadia.cohen@cigroup.co.uk.