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Gender equality is most pressing value for Gen Z parents

Latest data from Parents Insights shows brands are listening as Gen Z and Millennial parents lead inclusivity push.

Latest data from Parents Insights has revealed that gender equality is the most pressing value for Gen Z parents.

The latest reports aim to provide insight into the attitudes, behaviours and consumption of parents – from those expecting through their journey of parenting babies, infants and preschoolers up to four years old.

The reports are predominantly based on the results of surveying 2,500 parents between August 1 and October 30 2019, although it also utilises data they have collected since February 2018.

The data explores some powerful insights with as many as 42% of Gen Z parents saying that gender equality is the most pressing value to them.

In the children’s space, the push for inclusivity is being driven by Gen Z and Millennial parents – and brands are listening to their demands. The Parents Insights study shows how brands such as Nike and Sport England are running campaigns on the empowerment of girls, encouraging confidence, creativity and positivity.

Likewise, the toy sector has shown growth in gender diverse toys, with BMC introducing plastic army women, Hasbro releasing ‘Ms Monopoly’, and, in a move for both inclusivity and gender equality, Mattel has released a line of gender-neutral dolls.

In line with this, according to Parents Insights data, parents who place the most value on gender equality are more likely to be influenced through social media (51%), indicating their exposure to gender balanced ads is influencing their family morals.

“Our latest data emphasises the speed of change which is occurring,” said Jenny Kieras, coo of Parents Insights. “This generation of parents are like no other when it comes to their behaviour, consumption and how they are being influenced.

“Brands have an opportunity to reach this audience through social media by content that doesn’t discriminate between gender, but uplifts and empowers everyone.”


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