Kasi Bruno with The Inside Story of Gen Z Parents

In this Marketing Over Coffee:
Learn about how they shop, what they think of brands, who influences them, and more!

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Brought to you by our sponsors: Wix Studio and NetSuite

What inspired the Gen Z Parent study?

All Gen Zs are not broke and stressed out about money

They will pay for value that aligns with their principles, and they love store brands

65% of Gen Z Dads doing the grocery shopping

11:11 Wix Studio is the web platform that gives agencies and enterprises the end-to-end efficiency to design, develop and deliver exactly the way they want to!

Where do Gen Z parents go when their peers aren’t having kids?

They still don’t have the Go To source

The era of the frenemy Instamom is over

Parents are less sad, less worried

20:42 – 22:10 NetSuite is the number one cloud financial system, bringing accounting, financial management, inventory, HR, into ONE platform, and ONE source of truth.

The rise of the trades and doing better as homeowners

If you back an issue, you have to go all the way

Gen Z parent celebs are starting to show up, will they align with brands or start their own?

Kasi on LinkedIn or at Culture Bureau

Book Recco: Bird by Bird, the beloved book on writing by Anne Lamott

Gen AI Course Updates done: Special Discount on the newest Generative AI for Marketing Course! Hands on excercises to put AI to work for you! USE CODE MOC now!

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Our theme song is Mellow G by Fonkmasters.

Machine-Generated Transcript

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

John Wall – 00:00
Today’s episode is brought to you by Netsuite and Wix Studio.

Speaker 2 – 00:09
This is marketing over coffee with Christopher Penn and John Wall.

John Wall – 00:17
Good morning. Welcome to marketing over coffee. I’m John Wall. Today I had a pitch come in talking about Gen Z and millennial parents so often. I mean, I’ve complained on the show all the time about how people have all these segments, and it’s basically just an excuse for people to complain about, employees. And so I usually ignore all this stuff, but this was some very interesting stuff as far as. And it was funny, too, that Gen Z parents, which is great because, you talk about Gen Z, but, okay, what are their parents like? Where do they go? And so Cassie Bruno is here with us this morning. She’s going to talk to us about this study and everything else that she does. Cassie, thanks for joining us.

Kasi Bruno – 00:53
Thank you for having me.

John Wall – 00:54
Okay, so tell us about the origin of this study. What drove you to do this, and what’s the story behind the story?

Kasi Bruno – 01:01
I’ve always been interested in researching groups that marketers are ignoring a little bit. Looking ahead at what’s coming. Let’s find out more about what’s around the corner. And so I was in a meeting five years ago, and one of the clients, she was the head of, a baby category for a really big brand. And she said, “Well, we’ve got millennial parents cracked. What are you doing about Gen Z parents?” And it sort of. It was almost like the record scratch in the room where everybody was like, “Sorry, did we hear that? Right?” And she said, “One in five, 15% of my baby category buyer is already Gen Z.” So this is five years ago. And she said, “There’s no information about them. No one’s talking about it. What are you going to do with that?”

And that was a bit of a wake up call for me. And I thought, “Okay, Gen Zs are a little y...