Meet the Gen Z Mom. Yes, that is 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 their 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.
In a recent survey of over five hundred moms, BSM Media was able to pinpoint key behaviors in content consumption and buying behaviors 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 uses her 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 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, prices matter for young families. 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 more likely to follow Influencers on Amazon and view Amazon Live.
- Gen Z Moms love Tik Tok. They are more likely to discover products on Tik Tok 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.
As the Gen Z population begins their journey as parents, the more marketers understand their 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 Millennial ways and expect them to work with the Gen Z Mom.
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in strategic outreach, influencer engagement, and content creation. BSM Media also owns and operates MomSelect Influencer Network, MillennialInfluencers.com, GenZInfluencers.com, and Mommyparties.com.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.
