D Concluding thoughts

To borrow quintessentially Singaporean expressions: Gen Z parents are the pioneers of their generation, who have entered or will enter parenthood and the workforce during the years that have been called the crisis of their generation. That presents challenges and opportunities

• In marketing to them as parents;

• In marketing to them as individuals;

• In marketing to them as employees;

• In marketing to adjacent groups like their friends;

• In both the short and long terms.

For today’s marketers, they – and not any passing trend, technology platform or tired buzzword –are arguably the most exciting development to watch and plan for in the coming years.