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A new study from Collage Group finds that Gen Z parents are struggling with a variety of issues, including the best approaches to teaching children tolerance as they navigate an increasingly diverse world. It turned out.
Whether it’s how to talk about their own cultural traditions or gender differences, young parents often aren’t sure how to begin lessons. Natalie Griffiths, director of cultural insights at Collage, says the uncertainty presents an opportunity for brands to help. “Just a little bit of information can help the conversation between parents,” she says. “Parenting is so hard these days, especially considering the pressures of social media. There’s pressure to be like, ‘There’s so much to do,'” she told Marketing Daily. “Marketers need to ask themselves what tools they can provide.”
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The survey, which surveyed 4,000 Gen Z, Millennial, Gen X and Boomer respondents, found that 78% of parents say raising children is harder than they expected. More than any other group, Gen Z says they feel the most pressure to do everything right at 54%.
When it comes to things they think they can control, raising children in the digital age and becoming financially independent are their top concerns, cited by 51% of each parent.
When asked to name the thing they fear most out of their control, gun violence came first at 46%, followed by youth mental health at 43%.
Parents want to equip their children with the skills to succeed in a diverse world, with 60% saying they have taught or plan to teach their children about racism before the age of 10. 54% teach about cultural heritage and 44% about other cultures.
Gender also matters, with 46% saying they prioritize lessons (as well as 59% of LGBTQ respondents).
Black, Asian, and female respondents were most likely to teach about differences.
Conversely, fathers, whites, and older respondents were less likely to do so.
Parents want their children to be proud of their cultural heritage and have a broader cultural awareness, understanding other customs, such as holidays and food from other cultures.
“We were also surprised by how many parents (over 60%) said they were most open to in-person resources such as museums and festivals,” said Griffith, who specializes in parents, children, and generations. says Mr. “It could be a good place for brands to spread their cultural teachings.”
She said the data also provided impressive evidence about the role of fathers. “Fathers have a strong desire to be guardians of culture and want to teach their children about traditions, family history and their culture.”
