Secret Lives of Singaporeans is a collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency that is Ogilvy. In an industry awash with capabilities-first “thought leadership”, it goes back to the basics of consumer-first, actionable inspiration to DO.
In this deep dive, Ogilvy Singapore looks at a high-growth but little-understood segment: Gen Z parents.
While marketers are likely familiar with millennial parents and have a surfeit of literature on gen Zs, not much has been written about the emerging segment of gen Z parents. In what ways are gen Z parents similar to or different from other parents and other gen Zs, and how should brands engage them?
Leveraging proprietary qualitative and quantitative research on gen Z parents, gen Z non-parents and millennial parents, this playbook addresses the following questions:
- Do life goals and dreams differ between generations?
- Do parenting attitudes and behaviours differ between generations?
- Does becoming parents change gen Zs’ priorities and behaviours?
Click here to download a complimentary copy of the full Secret Lives of Singaporeans: Gen Z Parents edition.
