• by Maria Bailey , Columnist, February 7, 2024

Yes, that’s right, the oldest of the Gen Z cohort are now becoming moms. While many companies are still focused on marketing to the millennial mom, it is time to turn the attention to a distinctly different generation of mothers.

Impacted by COVID, student loan debt, and a turbulent economy, the Gen Z mom is demonstrating her own unique characteristics as she takes on her role as household CEO. Her familiarity with technology, desire to simplify everyday tasks and need to develop meaningful offline relationships will give brands a run for her money as she spends it wisely and purposefully.

A recent survey of more than 500 moms was able to pinpoint key behaviors in content consumption and buying that will require brands to pivot in their marketing to mom strategies. Here are a few insights that illustrate the differences between Gen Z moms and millennial mothers.

Gen Z moms are more likely to use multiple mobile devices to shop online. Millennial moms use their mobile phone, while 45% of Gen Z use their mobile phone AND tablet. Fewer than 22% of millennials moms indicate shopping on their tablet.

The importance of product reviews increases with the emergence of the Gen Z mom. Ninety-three percent, vs 73% of millennial mothers, read a review prior to purchasing a product. On Amazon, Gen Z moms say they are more motivated to purchase a product after watching a product video.

Prices at the grocery store affect the Gen Z household more than the millennial family. With less disposable income and earlier in their earning potential, young families find that prices matter more. Gen Z moms are more likely to shop earlier for holidays and special events, using the extra time to search for the best deals.   Seventy-five percent of Gen Z mothers use gift guides and Top Item lists to find products, while only 63% of millennial moms do the same.

Amazon is a key part of Gen Z Mom’s shopping behavior. Ninety-nine percent of Gen Z mothers say they have a Prime membership, vs 90% of millennials. Gen Z Moms (50%) are more likely to shop “Best Seller” products than millennial moms (39%). Gen Z Moms are also more likely to follow influencers on Amazon and view Amazon Live.

Gen Z Moms love TikTok. They are more likely to discover products on TikTok than their millennial counterparts. Once they find a new product, Gen Z moms will use Google to gather additional information, unlike millennial moms, who are more likely to visit the brand’s website.

The more marketers understand Gen Z’s motivations to purchase products, the easier it will be to win their loyalty as consumers. The greatest failure for brands will come to those who maintain their tactics to lure millennials and expect them to work with the Gen Z mom.