How Gen Z and
Millennials are
Rewriting the
Parenting Playbook
Spring 2025
The Big Picture
Today’s Parents combat decision fatigue by seeking trusted brands, easy choices, and digital inspiration
Today’s parents are overwhelmed by decisions and the
pressure to “get it right.”
Nostalgia, trusted recommendations, and simplicity help cut through
the noise. Brands can ease the burden on today’s parents by curating
expert-approved shopping lists, leveraging nostalgia, and positioning
product usage as easy parenting wins.
Parents are hyper-connected, relying on new and
evolving media to break through their indecision.
Gen Z and Millennial Parents turn to TikTok, YouTube, and podcasts
for inspiration. Brands should meet them where they are with
engaging content, collaborations with popular media, and influencer
partnerships that feel relevant and rewarding.
2
Millennials are the core demographic of parents with kids under 18, but
Gen Zers are starting to become parents too as they age into their late 20s
Number of parents with children under 18 in the house, by parent age group, in millions (2023)
Generational alignment
with age groups
Gen Z
Millennial
Gen X
Ages 26 and under
Ages 27-43
Ages 44-58
12.9
Boomer
Ages 59-77
12.8
10.5
9.7
9.3
2.0
15-24
25-29
37MM Millennials
are parents of kids
under 18, which is close
to half the generation.
5.4
Parent age
An estimated
30-34
35-39
40-44
45-49
50+
Source: U.S. Census Bureau, Current Population Survey, 2023 Annual Social and Economic Supplement. "America's Families and Living Arrangements: 2023", November 2023.
3
Age of parenthood continues to go up, while many still aspire to have children
Lagging marriage rates and socioeconomic factors have played a significant role in delayed parenthood
Average age at first birth
% of childless adults aged 18-34 saying they ___ have children someday3
20221
27.4
20002
24.9
19702
21.4
Don’t want to
All who don’t
have children
18%
Men
15%
Women 21%
Not sure
Want to
51%
57%
45%
30%
28%
32%
Many young adults still aspire to have children. But
economic factors make it unattainable in the present.
Source: 1 Osterman MJK, Hamilton BE, Martin JA, Driscoll AK, Valenzuela CP. Births: Final data for 2022. National Vital Statistics Reports; vol 73, no 2. Hyattsville, MD:
National Center for Health Statistics. 2024. DOI: https://dx.doi.org/10.15620/cdc:145588.
2 Mathews TJ, Hamilton BE. Mean age of mother, 1970–2000. National vital statistics reports; vol 51 no 1. Hyattsville, Maryland: National Center for Health Statistics. 2002.
3 Pew Research Center Survey of U.S. young adults conducted Oct. 24-Nov. 5, 2023. “Among young adults without children, men are more likely than women to say they want
to be parents someday”, February 15, 2024.
4
GEN Z
Gen Z today spans teens and young adults, and is one of the most diverse
American generations to date
Key Gen Z Demographics:
13-28 Age range in 2025
(Birth years 1997-2012)
51/49 Multicultural to White ratio
1
(vs. <50% Multicultural of all older generations)
1 in 3
LGBTQ+ identity prevalence2
(over twice the rate of the Total Pop.)
Source: 1 Collage Group Custom Market Profiler; American Community Survey; 2023 1-Year Data
2 Collage Group America Now Survey, August 2024 (13-78 population), weighted data
5
MILLENNIAL
Millennials are at or approaching midlife, with many in the thick of parenthood
Key Millennial Demographics:
29-45 Age range in 2025
(Birth years 1980-1996)
77.1MM U.S. population size
1
(Largest generation)
~37MM
Parents of kids under 182
(Close to half of the generation are parents)
Source: 1 U.S. Census Bureau, Population Division, Release Date: June 2024; Annual Estimates of the Resident Population by Single Year of Age, Population Estimate as of July
1, 2023. “National Population by Characteristics: 2020-2024”, December 2024.
2 U.S. Census Bureau, Current Population Survey, 2023 Annual Social and Economic Supplement. "America's Families and Living Arrangements: 2023", November 2023.
6
Brands must work to resolve two central tensions that define
modern parenthood
Tensions
Idealism
vs.
Parents today want to “get it right.”
The pressure of social media highlight reels
and access to endless information can push
them to constantly “optimize” parenting.
Individualism
Most parents today are Millennials.
Sometimes referred to as the “me, me, me”
generation, self-aware Millennials were
raised to put their needs first.
Source: Collage Group 2025
Pragmatism
As a result, they are stretched thin.
Many balance parenting with taking care
of aging parents and pursuing their personal
and career goals.
vs.
Resolutions
Reassure today’s parents: It’s OK
when practical beats perfect.
Collectivism
This poses an additional challenge for
today’s parents who struggle to maintain
their individual identity while devoting so
much of themselves to parenthood.
Help parents infuse their
personality and preferences
into parenting.
7
1
Purchasing Behaviors
2
Top Social Issues
3
Views on Education
Uncover the influences driving Parents’ purchasing behaviors
Engage in Parents’ top concerns and issues
Connect with Parents’ approach in educating their children
1
Purchasing
Behaviors
Uncover the influences
driving Parents’
purchasing behaviors
Key Factors Driving Parents’ Purchases
1. Pressure & decision fatigue
2. Nostalgia
3. Holidays & seasons
4. Kids’ opinions & preferences
Source: Collage Group 2025
10
Younger Parents face significant pressures, largely driven by social media,
often leading to decision fatigue
I feel pressure to be a “perfect” parent.1
42%
Gen Z: 54%* | Millennial: 45%
I feel others judge my parenting choices.1
44%
Gen Z: 50% | Millennial: 48%
I tend to carefully weigh my options and consider
the consequences before making a choice. 2
80%▲
Sources: 1 Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18); weighted data, % agree, strongly agree
2 Collage Group Cultural Traits Survey, December 2024 (18-79 population; Parents of kids under 18); weighted data, % agree, strongly agree
▲▼ Significantly over/under Non-Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
3 The Atlantic
11
Parents’ childhood and family memories influence their brand preferences
Reliving and sharing pop culture nostalgia brings Parents great joy
What sort of brands do you usually have good memories about?1
Brands that remind me of...
Total Parents
Gen Z
Millennial
Non-Parents
#1 My family
65%▲
58%
63%▲
52%
#2 My childhood
60%▲
62%
59%
53%
Source: 1 Collage Group Cultural Traits Survey, December 2024 (18-79 population; Parents of kids under 18); weighted data; Multiselect answer options
▲▼ Significantly over/under Non-Parents. Confidence level 95% | * * Significantly over/under opposite generation. Confidence level 95%
2 Collage Group, CultureRate:Brand Studies, November 2024 (13-78 population)
Video source: @parental_with_me on TikTok
12
Most Parents, especially Moms and Millennials, make a special effort to plan
holiday festivities and make them feel magical
75%
of Parents:1
enjoy planning for holiday
festivities for their family
77%▲ Moms vs. 73% Dads
“I remember that feeling of magic as a kid: the
anticipation of spending time with family, our
favorite foods, and opening gifts filled me with
more excitement than my tiny body could bear…
Now, as a mom, I get to relive the wonder
through my kids’ eyes.”
74% Gen Z & Millennial
— CHELSEA LONG2
try to create magic around the
holidays for their family
78%▲ Moms vs. 72% Dads
69% Gen Z vs. 76%* Millennial
Source: 1 Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-78 parents of kids under 18), weighted data; % agree, strongly agree
▲▼ Significantly over/under Dads. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
2 https://tinybeans.com/
13
Gen Z Parents create magic around holidays by passing on their favorite pop
culture and media, including books and movies, to their kids
33%▲*
of Gen Z Parents
and 25% of Millennial Parents say that
holidays and special occasions are an
important way for them to pass on their
favorite pop culture and media (music,
movies, books, etc.) to their kids.
Compared to 23% of Total Parents
Gen Z and Millennial parents who grew up with the 31 Nights
of Halloween on ABC Family (now Freeform) in the 2000s
now re-watch their childhood movies with their kids.
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-78 parents of kids under 18), weighted data; Multiselect
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
TikTok @kymom82
14
Parents are eager to adapt their behaviors and choices based on
the holiday seasons
SEASONAL
ENJOYMENT
SEASONAL
INFLUENCE
HOMEMADE
PREFERENCE
I like to eat
seasonal foods
The seasons
influence my grocery
shopping routines
I tend to cook/bake from
scratch more around holidays
or special occasions
73%▲
Parents
62%
67%▲
Non-Parents
Parents
53%
Non-Parents
66%▲
49%
Parents
Non-Parents
No significant differences between Gen Z and Millennial Parents across statements
Source: Collage Group Category Essentials Fall 2023, 18-77 population, weighted data
% agree, strongly agree
▲▼ Significantly over/under Non-Parents. Confidence level 95%
15
Parents tend to change their shopping habits for special occasions
They especially like to buy themed or seasonal items or treat themselves and the family
When planning for festive activities and special traditions, I’m more likely to…
Total Parents
68%
Buy themed / seasonal versions of items
64%
Treat ourselves
59%
Buy disposable items
52%
Buy in bulk
Buy individually packaged / single serving items
47%
Buy trendy, new, or popular items
45%
Buy private label (store brand or generic) items
Buy name brand items
43%
Gen Z: 57% | Millennial: 56%▲
Gen Z: 55%▲* | Millennial: 48%
McDonald’s Shamrock Shake in
celebration of St. Patrick’s Day
40%
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-78 parents of kids under 18), weighted data
Question: How do your shopping habits and product choices change when planning for festive activities and special traditions? Single select, % I’m more likely to do this
Other answer options include: “I’m less likely to do this,” “Special occasions have no effect on this for us.”
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
16
Kids’ pester power reigns supreme in influencing the gifts Parents get them,
especially for Millennial Parents who have older children
Which factors are most important to you when choosing what kind of gifts to give your kid(s)?
Kid(s) asked for it
43%
Affordable
41%
Aligns with their interests
39%
Age appropriate
35%
It’s fun
32%
It's educational
It builds confidence
Gen Z: 46%▲* | Millennial: 34%
Gen Z: 40%▲ | Millennial: 34%
Gen Z Parents who have
younger kids emphasize fun
and age-appropriate gifts.
24%
It will last
We can enjoy together
Gen Z: 34%▼* | Millennial: 42%*
20%
17%
15%
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-77 parents of kids under 18), weighted data
Multiselect, max. 3
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
17
Information-empowered Gen Z and Gen Alpha kids are direct with
their parents ahead of key gift-giving holidays
78%
of Parents say their kids
make wish lists of desired
gifts before special occasions.
(e.g., Christmas, birthdays)
7-9-year-olds
10-12-year-olds
83%▲
85%▲
No significant difference between Gen Z and Millennial Parents
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-77 parents of kids under 18), weighted data
% Yes
▲▼ Significantly over/under Total Parents. Confidence level 95%
18
As kids get older, the pull of toys lessens while
everything else becomes more important
What kinds of things do your kid(s) want for their next birthday/holiday gift?
Age 4-6
Age 7-9
Age 10-12
Age 13-17
1
Toys
Toys
Gift cards/money
Gift cards/money
84%▲
74%▲
59%▲
63%▲
2
Clothes, etc.
Video games
Toys
Clothes, etc.
52%
57%▲
58%▲
59%▲
3
Video games
Clothes, etc.
Video games
Technology
46%
53%
57%▲
55%▲
4
Technology
Technology
Clothes, etc.
Video games
42%
51%
56%
54%▲
5
Gift cards/money
Gift cards/money
Technology
Toys
49%
54%▲
37%
39%
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-77 parents of kids under 18), weighted data
Multiselect
▲▼ Significantly over/under Total Parents. Confidence level 95%
19
Parents of older kids tend to spend a little more for birthday presents
as their kids age up
How much do you usually spend in total on birthday gifts for each of your kid(s)?
<$25
$25-$50
$50-75
$75-$100
$100-$200
$200+
I don't spend money on birthday gifts
No significant difference between Gen Z and Millennial Parents
26%
26%
19% ▲
15%
20% ▼
14%
5%
15% 15%
1%
4 to 6
4%
14% 16%
15%
1%
7 to 9
26% 25%
25% 24%
24%
4%
19% ▲
15%
14% 13% ▼
1%
10 to 12
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-77 parents of kids under 18), weighted data
Single-select grid
▲▼ Significantly over/under Total Parents. Confidence level 95%
3%
1%
13 to 17
20
Christmas spending also goes up as kids get older with nearly half of
parents spending more than $200, driven by Millennial Parents
How much do you usually spend in total on Christmas gifts for each of your kid(s)?
Millennial Parents tend to spend more on their kids
for Christmas gifts: 62%* spend $100+, vs. just 54%
of Gen Z Parents.
<$25
$25-$50
$50-75
$75-$100
$100-$200
$200+
I do not buy/spend money on Christmas gifts for my kid(s)
This could be related to Millennials having more disposable
income and/or their kids being older and wanting more
expensive gifts like tech items.
28%
3%
7%
18%
10%
2%
4 to 6
27%
27%
18%
2%
7%
8%
26%
18%
1%
7 to 9
43% ▲
39%
37%
32% ▼
2% 5% ▼
17%
8%
1%
10 to 12
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-77 parents of kids under 18), weighted data
Single-select grid
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
6% ▼
2% 4% ▼
1%
13 to 17
21
Most Parents, especially Millennials are buying gifts at big box stores
Gen Z Parents are uniquely shopping at off-price discount and luxury stores, and secondhand
Where do you most often shop for gifts for your kid(s)?
Total Parents
Big box stores
68%
(e.g., Walmart, Target, Meijer)
Online-only retailers
Gen Z: 60%▼* | Millennial: 68%*
66%
(e.g., Amazon, Etsy, Shein)
Department stores
33%
(e.g., Macy’s, Kohl’s, Belk, Dillard’s)
Gen Z Parents are more
likely than Millennial Parents
to also buy gifts from:
Luxury department stores (22%▲*
vs. 13% Millennial)
Off-price discount stores
33%
(e.g., T.J. Maxx, Marshalls, Ross, Burlington)
Industry-specific retailers
(e.g., Old Navy for clothes, Best Buy for electronics,
Barnes and Noble for books)
Locally owned retailers
Gen Z: 41%▲* | Millennial: 34%
28%
(bookstores, toy stores, boutiques, etc.)
22%
Brand outlet stores
21%
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-77 parents of kids under 18), weighted data
Multiselect, Top 7 items shown
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
(e.g., Nordstrom, Nieman Marcus, Saks Fifth
Avenue, Bloomingdale’s)
Off-price luxury department
stores (18%▲* vs. 12% Millennial)
(e.g., Nordstrom Rack, Nieman Marcus Last Call,
Saks Off 5th)
Secondhand retailers
(17%▲* vs. 13% Millennial)
(e.g., Goodwill, Poshmark)
22
PURCHASING BEHAVIORS
Key Takeaways & Action Steps
KNOW THIS
DO THIS
Gen Z and Millennial parents feel intense pressure to be
“perfect” parents.
• Position your brand as a trusted partner. Reinforce that
there’s no “right” way to raise a child and that every choice
can be a good one.
Many experience judgment on their parenting choices, leading to
decision fatigue as they strive to make the “right” purchases for
their kids.
Parents are most receptive to brands they have strong memories
around—family and childhood-related memories stand out most.
Today’s generations strongly yearn for the good times of the
past.
Parents aren’t working alone when choosing gifts for their kids;
Nearly 80% receive a wish list from their kids beforehand,
particularly parents of tweens. List-making works because it’s
the most important source for gift ideas.
• Make purchasing effortless. Curate “parent-approved”
shopping lists, expert picks, and simplified shopping tools
to reduce decision fatigue.
• Emphasize nostalgia. Create “blast from the past”-style
marketing campaigns featuring iconic series that Gen Z and
Millennial parents grew up with
• Show them how they can recreate and relive these good
memories with their own children now.
• Get on kids’ wish lists. Don’t just target channels where kids
will be watching but explicitly suggest they add your product
to their lists.
 TRY: Encouraging digitally-savvy younger gen families to use
mobile list apps that allow for multiple family member use.
Source: Collage Group 2025
23
Highlight how your brand helps Parents with holiday prep and
fosters holiday magic
Tesco taps into Parents’ enthusiasm for
holiday festivities.
In the ad, Tesco illustrates people getting into the
holiday spirit and its contagious nature. The ad
emphasizes how holidays help jolt us out of routine
— such as a mundane shopping trip — and make life
more fun. The brand appeals to Parents’ love for
celebrating special occasions, which offer an
escape from the hamster wheel of everyday life
and create much-needed holiday magic.
Tesco, “Become More Christmas”
Source: https://www.dailymotion.com/
24
2
Top Social
Issues
Engage in Parents’ top
concerns and issues
Parenting is more challenging than ever before
An overwhelming array of challenges and shifts in parenting culture have upped the ante
78%
Bigger threats against kids’ wellbeing
Mental health, school shootings, technology, etc.
of Parents feel that being a
parent in today’s world is
more challenging than it
used to be.
Gen Z Parents
Millennial Parents
74%
77%
More demands on parents’ lives today
Balancing workloads, making ends meet and
stretching resources, inability to get childcare, etc.
More pressure to be involved, get it right
Playing an intensive role in kids’ lives, investing
more in their children
Source: Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18); weighted data
% agree, strongly agree
26
And external, societal factors of the current moment add to Parents’ stress
27
Battling limited bandwidth, Parents today are most concerned about
what’s in their day-to-day control: Screen time and finances
What are your biggest concerns as a parent in today’s world?1
Total Parents
Raising my child(ren) in a digital age (managing screen time, internet safety, etc.)
51%
Staying financially afloat
51%
Gun violence and school shootings
46%
The youth mental health crisis
43%
Saving for my child(ren)’s future (college, house, wedding, etc.)
41%
Balancing work and family life
38%
32%
The prevalence of alcohol and drugs (including smoking/vaping)
24%
Politics’ impact on my child(ren)’s current and future world
Availability and/or cost of childcare
17%
Climate change’s impact on my child(ren)’s current and future world
17%
The childhood obesity epidemic
No significant difference between Gen Z and
Millennial Parents on the top two concerns.
63%
of parents worry about their
8-12-year-old child becoming
“addicted” to screens. 2
12%
Source: 1 Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18); weighted data; Multiselect, max. 5
2 Collage Group Tweens’ Free Time Survey, August 2023 (parents and their 8-12-year-old children), weighted data, % agree, strongly agree
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
28
Yet extrinsic, overarching concerns outside their immediate control
still loom large for many
What are your biggest concerns as a parent in today’s world?
Total Parents
Raising my child(ren) in a digital age (managing screen time, internet safety, etc.)
51%
Staying financially afloat
51%
Gun violence and school shootings
46%
The youth mental health crisis
43%
Saving for my child(ren)’s future (college, house, wedding, etc.)
41%
Balancing work and family life
38%
32%
The prevalence of alcohol and drugs (including smoking/vaping)
Gen Z: 35%▼* | Millennial: 44%*
Gen Z: 24%▼* | Millennial: 31%*
24%
Politics’ impact on my child(ren)’s current and future world
Availability and/or cost of childcare
17%
Gen Z: 26%▲* | Millennial: 19%▲
Climate change’s impact on my child(ren)’s current and future world
17%
Gen Z: 20%* | Millennial: 16%
The childhood obesity epidemic
12%
Source: Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18); weighted data
Multiselect, max. 5
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
29
All Parents, but specifically Gen Z and Millennials, are most driven to
purchase brands that align with their stance on social/political issues
In the past year,
31%▲
of Parents have bought
a brand specifically because of its
stance on a political or social issue.
Compared to 21% of Non-Parents
Gen Z Parents
Millennial Parents
39%▲
32%▲
Source: Collage Group America Now Survey, July 2024 (18-78), weighted data
% yes; Original question: “In the past year, have you started buying from a brand because of its stance on a political or social issue that is important to you?”
▲▼ Significantly over/under Non-Parents. Confidence level 95%
30
Parents have a strong desire for brands to get involved, especially Gen Z
and Millennial Parents
“How do you think brands should
respond to the following issues?”
Parents stand out from
Non-Parents on wanting
brands to speak up on
34 out of 37 key current
events issues.
Gen Z and Millennial
Parents are critical
drivers of this.
Source: Collage Group 2024
DON’T
Speak
Up
2
3
4
DO
Speak
Up
31
Addressing mental health is a top issue for Parents, driven by Gen Z,
that also significantly stands out from Non-Parents
Top 10 Issues Parents think brands SHOULD speak up on (out of 37)
Parents
Non-Parents
#1
Protecting data privacy
69%
67%
#2
Fighting inflation
67%
64%
#3
Protecting free speech
66%▲
61%
#4
Addressing the mental health crisis
64%▲
55%
#5
Preventing the spread of misinformation online
64%
60%
#6
Improving access to affordable health care
63%▲
54%
#7
Body positivity
62%▲
49%
#8
Reducing unemployment
61%▲
55%
#9
Addressing high rates of drug addiction
61%▲
48%
#10 Improving access to affordable housing
60%▲
50%
Source: Collage Group America Now Survey, July 2024 (18-78), weighted data
Single select grid, Top 2 box = Brands should speak up
▲▼ Significantly over/under Non-Parents. Confidence level 95%
Addressing mental health is
driven by Gen Z Parents
(70% vs. 65% Millennial Parents).
32
Parents tend to care more strongly about issues that can impact
their children’s wellbeing
Top DIFFERENTIATED Issues Parents think brands SHOULD speak up on (out of 37)
(Percentage point difference vs. Non-Parents)
Parents
Non-Parents
Addressing the loneliness epidemic
52%▲ (+14pp)
38%
Body positivity
62%▲ (+13pp)
49%
Addressing high rates of drug addiction
61%▲ (+13pp)
48%
Supporting undocumented immigrants to the U.S.
44%▲ (+12pp)
32%
Protecting gun rights
48%▲ (+12pp)
36%
Foreign conflicts/wars
45%▲ (+12pp)
33%
Restricting abortion rights
44%▲ (+12pp)
32%
Push back against wokism
43%▲ (+11pp)
32%
Ending political correctness
45%▲ (+11pp)
34%
Wealth inequality
55%▲ (+10pp)
44%
Source: Collage Group America Now Survey, July 2024 (18-78), weighted data
Single select grid, Top 2 box = Brands should speak up
Note: Percentage point differences may not sum to total due to rounding.
▲▼ Significantly over/under Non-Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
Gen Z Parents tend
to drive most of
these issues.
Addressing wealth
inequality is the top issue
where Gen Z Parents
significantly stand out
from Millennial Parents
(66%▲* vs. 56%).
33
TOP SOCIAL ISSUES
Key Takeaways & Action Steps
KNOW THIS
DO THIS
Parents feel that raising kids is more challenging than ever, with
Gen Z and Millennial Parents citing the difficulties of parenting
in the digital age—managing screentime, internet safety, etc.—
as their top concern.
• Position your brand as a trusted resource for parents
navigating digital literacy—offer guides and online tools
that help families manage screen time, online safety, and
responsible tech use for kids.
Parents—especially Gen Z and Millennials—expect brands to take
a stand on social issues. And they will reward brands that do,
with over 1 in 3 buying a brand specifically because of its stance
on a political or social issue.
• Reject outdated notions of “avoiding issues” in your
brand’s marketing campaigns.
Parents emphasize the mental health crisis and the loneliness
epidemic as key issues they care about.
• Address mental health concerns in your marketing and
product development. Position your products as tools that
support resilience, emotional intelligence, and coping skills
for kids.
Source: Collage Group 2025
• Align with causes that resonate, be vocal about it and get
credit for your brand’s efforts.
35
Gain Trust and Relevance with Parents by engaging with issues that
matter most to them
LG scores as a Top Brand for Parents1 by connecting with Parents’ key concerns and social issues
Parental Concern: Raising children in a digital age
Social Concern: Mental health crisis
LG offers guides to help Parents set up TV parental
controls, enabling them to limit their children’s screen
time, set volume restrictions, and monitor usage with daily
and weekly screen time reports.
Through its “Optimism your feed” playlist on TikTok and
YouTube, LG encourages users to engage with content
that fosters a positive mindset.
Source: 1 Collage Group, CultureRate:Brand Studies, 2023-2024 (18-78 population)
CultureRate Norm is the average of all brands in the database, according to respondents who are parents to children under 18.
36
3
Views on
Education
Connect with Parents’
approach in educating
their children
As America becomes more diverse—and more polarized—the challenge
of educating their kids on diversity is of growing importance
What are your biggest challenges right now as a parent?
“Answering all the questions they have about
“Combating all the stupidity in society and trying to ground
everything. This generation is so tapped
my children in reality and tradition.”
in technologically that they have
—WHITE CONSERVATIVE MILLENNIAL DAD
questions far beyond their years.”
—BLACK MILLENNIAL LGBTQ+ DAD
“Continuing to support my transgender teen
as he navigates who he is and the medical and legal changes he is
“Dealing with the nonsense being
indoctrinated in public schools.”
—WHITE CENTRIST GEN X DAD
going through.”
—WHITE LIBERAL BOOMER MOM
“Educating my child to understand in today’s
world hatred is perpetuated by false and
“Having to protect them from bias and
misleading information. I must teach him to do his
racism from people who are ignorant.”
own research on matters that he is interested in.”
—ASIAN MILLENNIAL MOM
—WHITE LIBERAL BOOMER DAD
“Making sure that they understand equality in the world.”
Source: Collage Group Parents & Kids Cultural Education Survey, July 2024
(18-78 parents with kids under 18); weighted data
Verbatim responses
—HISPANIC MILLENNIAL DAD
38
Parents teach their children about many aspects of diversity and identity,
with race and culture most prevalent
Have you or do you plan to teach your child(ren) about any of the following topics:
60%
Black: 68%▲ | Moms: 61%▲
(e.g., being southern, being Mexican, being
of German descent, being of Kenyan descent)
54%
Asian: 66%▲
Hispanic: 62%▲
Their own racial identity
47%
Black: 61%▲ | Asian: 55%▲
Gender
46%
LGBTQ+: 59%▲
Other cultures
44%
Asian: 50%▲
Disabilities and ableism, including
neurodiversity
43%
LGBTQ+: 56%▲
Moms: 49%▲ | White: 47%▲
(e.g., being gay, lesbian, or bisexual; being
transgender or non-binary)
37%
LGBTQ+: 61%▲
Moms: 42%▲
Sexism
37%
LGBTQ+: 50%▲
Other racial groups
34%
Racism
Their own cultural background
LGBTQ+ identities
Source: Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18); weighted data
Multiselect
Significance test: Confidence level 95%. ▲▼ over/under Total Parents
Gen Z and Millennial
Parents are consistent
Liberal-leaning Parents
and LGBTQ+ parents lead
in teaching on all topics.
39
Parents who aren’t teaching about these topics say the main reason
is they don’t think it’s necessary to
The #1 reason Parents haven’t and don’t
plan to teach their children about each topic
Lack of necessity:
They’ll talk about these things with their child
but think it’s unnecessary to teach them.
Among Gen Z Parents who
aren’t already teaching their
kids about each topic, a
common reason is that they’re
still undecided on it. This is
likely due to Gen Z’s children
still being quite young.
This sentiment tends to be higher among:
•
•
Dads
White Parents
•
•
Older Parents (Gen X & Boomer)
Conservative-leaning Parents
Source: Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18 who haven’t and don’t plan to teach their children about each topic); weighted data
Single-select grid answer option
40
Yet the vast majority of Parents are open to resources that will help
prepare them to teach their kids about identity aspects
71%
of Parents
say they’d like at least one of the following
resources to help prepare them for teaching
their child(ren) about aspects of identity
(culture, race, gender, LGBTQ+, etc.)
Educational course (online or in person)
35%
Gen Z: 40%▲ | Millennial: 35%
Parenting group (online or in person)
31%
Gen Z: 39%▲* | Millennial: 32%*
TV shows and movies
30%
Books/audiobooks
29%
Articles (magazines, blog posts, newsletters, etc.) 24%
Podcasts
Gen Z: 25%* | Millennial: 30%*
Gen Z: 18%▼* | Millennial: 24%*
19%
Source: Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18); weighted data
Multiselect
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
41
Parents favor in-person resources and media as tools for teaching about identity
Games, toys, and podcasts are not really being utilized as a teaching tool across the board
Which of the following things have you (or would you) used to teach your child(ren) about…
(Total Parents)
Their own cultural
heritage / background
Different
cultures
Their own
racial identity
Other
racial groups
Gender
LGBTQ+
identities
62%
64%
61%
62%
43%
47%
48%
51%
48%
54%
47%
57%
Books (hard copy or digital)
45%
54%
49%
51%
45%
42%
TV shows and movies
43%
52%
44%
49%
40%
40%
Food
37%
49%
-
-
-
-
Travel
33%
44%
26%
27%
14%
14%
Games
21%
23%
23%
18%
19%
13%
Toys
17%
20%
24%
20%
21%
12%
Podcasts
14%
16%
16%
18%
17%
18%
In-person resources
(e.g., museums, cultural centers, lectures, festivals)
Online resources
(e.g., websites, blogs, social media)
Source: Collage Group Parents & Kids Cultural Education Survey, July 2024 (18-78 parents with kids under 18 who said they have taught, are teaching, or are planning to
teach their child(ren) about each topic); weighted data
Multiselect
42
Parents also utilize holidays to teach important traditions, values, and lessons
to their kids
Holidays and special occasions are an important way for me to pass on my ____ to my kid(s).
Total Parents
76%
Family traditions
Values
55%
Favorite foods
54%
Gen Z: 48%▼ | Millennial: 54%
50%
Family history
43%
Religious traditions
39%
Life lessons
35%
Cultural heritage
Favorite pop culture/media
Gen Z: 68%▼ | Millennial: 75%
23%
Gen Z: 33%▲* | Millennial: 25%*
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-78 parents of kids under 18), weighted data; Multiselect
▲▼ Significantly over/under Total Parents. Confidence level 95%
* * Significantly over/under opposite generation. Confidence level 95%
43
Schools expose kids to holidays that are less commonly observed at home
Many holidays are celebrated more at school than at home: MLK Day and Earth Day are key standouts
Holidays more highly celebrated in school versus by family
Celebrated at school
71% +38pp
Celebrated by family
63% +10pp
60% +31pp
52%
33%
47% +27pp
32% +9pp
29%
20%
23%
28% +17pp
11%
Martin Luther King Jr.
(MLK) Day
St. Patrick's Day
Earth Day
Groundhog Day
Juneteenth
Hanukkah
27% +11pp
23% +15pp
17%
8%
Lunar New Year or
Chinese New Year
Source: Collage Group Parents & Kids Holidays & Occasions Survey, April 2024 (18-78 parents of kids under 18), weighted data
Single-select grid; Celebrated at school: “Do your kid(s) learn about or celebrate any of the following in school (or daycare)?” % Yes; Other answer options: “No” and “I don’t
know”; Celebrated by family: “Does your family do anything to celebrate any of the following?” % Yes
Net difference is rounded to the nearest percentage point
Kwanzaa
44
Beyond teaching about identity, Parents also care about teaching
their children important skills and fostering their development
What types of skills or characteristics, if any, do you hope your kid(s) will develop as they grow up?
Total Parents of Kids
Self-confidence
72%
Social skills
65%
Creativity
61%
Problem solving/critical thinking
59%
A strong moral compass
54%
Empathy
53%
Perseverance
53%
Academic or technical skills
51%
Resourcefulness / Street smarts
48%
Special talents (sports, music, crafts, etc.)
38%
Curiosity
37%
Source: Collage Group CultureRate: Ad Survey November 2023 (Parents of Kids), weighted data
Multiselect
45
VIEWS ON EDUCATION
Key Takeaways & Action Steps
KNOW THIS
DO THIS
Parents feel the responsibility of teaching their children about
diversity, identity, and inclusion as America becomes more
diverse. Race and culture are the most prevalent topics Parents
have taught, or plan to teach. Worldly1 Millennial Parents
especially value kids learning about other cultures.
• Expand ‘edutainment’ to include culture. Create content
that addresses identity, race, gender, and inclusion in an
accessible and age-appropriate way.
Parents value resources that help them learn—and then teach
their kids. Most parents are open to using books and media as
teaching tools, though Gen Z favors digital and interactive
learning, while Millennials lean more on books and in-person
resources.
• Offer digital-first learning tools. Develop interactive ebooks, educational video series, and social media content
that make learning more engaging.
Millennial Parents drive the importance of holidays and
traditions’ key role in passing down values.
• Tie into family traditions. Market holiday-themed media and
activities that align with how parents teach values through
special occasions.
Source: Collage Group 2025
1 Collage Group Millennial Consumer Essentials, 2024 Millennial Group Trait
 TRY: Create easy-to-follow conversation guides. Help parents navigate
tough topics with their kids through branded discussion prompts and
educator-backed materials.
46
Show Parents how your brand offers cultural learning opportunities
B-CFQ* score for
Parents of Kids1:
Express
Air Lines
60 American
75 Delta
out of 100
out of 100
American Express helps Parents grow
their kids’ cultural awareness.
The Delta SkyMiles Platinum American Express Card
ad showcases how traveling the world is a valuable
learning opportunity for children. American
Express’ partnership with Delta Air Lines helps to
drive Fit and Relevance with Parents of Kids.
The Delta SkyMiles® Platinum American Express Card,
“The Worldschoolers”
Source: American Express on YouTube
1 Collage Group, CultureRate:Brand Studies, 2023-2024 (13-78 population)
47
Following up with Collage
Next Steps
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insights
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