Bracing for Gen Beta: How Social Media is Shaping the Next Generation of Parents

Who Are Generation Beta? 

Born between 2025 and 2040, Generation Beta is set to inherit a totally different world from the one we're in now.  

Their ever-online Gen Z parents face new parenting challenges shaped by economic uncertainty, climate anxiety, and an always evolving digital landscape.  

As such, Gen Z parents rely on technology more than ever, seeing social media as a tool for support, advice and community, not just entertainment. 

Parenting has never been easy (hot take alert), but modern pressures can make it even harder. With mental health struggles rising, the cost-of-living skyrocketing, and a good work-life balance more dream than reality, Gen Z parents are turning to social media for some much-needed help.  

How Are Gen Z Parents Using Social Media? 

Gen Z parents seek immediate, interactive, and visually engaging content. As a result, TikTok and Instagram are emerging as the parental guidance go-tos. 

The days of browsing forums like Mumsnet and BabyCenter for advice are gone,   

with social media content reflecting the realities of modern parenthood available with just a few thumb taps.  

As parenting content grows, it’s becoming more raw, honest, and culturally relevant. Creators are tackling everything from postpartum depression to managing screen time. 

And hashtags like #ParentingHacks, #MumTok, and #DadLife are growing, with parents sharing their experiences, struggles, and product recommendations through quick videos and carousel posts. 

@vasquezboys12 One more time with this trend 😂❤️ #vasquezboys #fypage #fatherson ♬ Disco - Surf Curse

@chars_tt You’re welcome. #parenthacks #toddlerlife #savetheday #lifehack #yourewelcome ♬ original sound - Char’s TT

But it’s not just advice being sought - these parents crave validation. Social media allows them to find others in the same parenting boat, helping them to relate and feel less alone.  

Therefore, brands that tap into these conversations and concerns in a natural way will be viewed as a much needed helping hand in the parenting journey. 

Essentially, the market for Gen Z parents on social media is blooming, and brands focusing on entertaining, relevant and useful content are guaranteed a competitive edge. 

The Rise of Baby Tech Brands & Products 

More digital-native parents mean more tech-packed parenting routines. AI-powered baby monitors, next-gen breast pumps and smart cribs are just some of the latest gadgets intended to make things easier.  

Brands like Maxi-Cosi and Willow are leaning into this evolution, using social media content to educate parents and promote their products as parenting lifesavers. 

@cheeky_rascals Getting ready to send her all the gifts🐷🤍 #fyp #peppapig #pregnancy #mummypig #mumlife #pr ♬ original sound - Cheeky Rascals

@cheeky_rascals Be prepared for potty training on the go with the Potette Plus, winner of Gold for the Made For Mums Awards 2023⭐ Potette is a versatile, portable potty that works as a standalone potty or toilet training seat. Easy to clean, it's perfect for home or travel. The Potette Plus is available in 5 different colours on our website!🌈 @abigail_stacey22 #fyp #cheekyrascals #potette #pottytraining #pottytraininghacks #toddlersoftiktok #parentsontiktok ♬ original sound - Cheeky Rascals

Alongside relevant brands, influencers and user-generated content (UGC) play a large role in parenting purchasing decisions. Many Gen Z parents look to influencer recommendations and customer testimonials to guide their choices. 

Essentially, the market for Gen Z parents on social media is blooming, and brands focusing on entertaining, relevant and useful content are guaranteed a competitive edge. 

How Brands Can Help Gen Z Parents 

• Be Relevant: Gen Z parents are redefining norms, and brands need to reflect this in their content. Outdated messaging and tropes won’t do you any favours. 

• Keep it Short: Parents are starved of free time, so TikTok, Instagram Reels, and YouTube Shorts dominate social content consumption. Make content that lives on these channels, or you’ll get left behind. 

• Create a Community: Parents want to share stories and advice with other real parents. Building engaged online communities builds brand loyalty in a way an impersonal approach just doesn't. 

• Start Early: Providing value to parents during a time of need can create lifelong customers. Never underestimate the staying power of positive brand experiences. 

The Future of Social Media & Parenting 

Whether your company is a B2B looking to connect with parenting brands or a B2C aiming to build trust with modern families, understanding Gen Z parents and showing up at the right time on social media is crucial.  

But success comes from more than just being there. You need to be authentic, move with the times, and truly understand the ins and outs of parenting today. With the right social media strategy, brands and businesses can become a vital resource to this new wave of parents. 

Looking for a social media agency that gets the nuances of Gen Z parenting and knows how to reach them on social media? Let’s talk.