Parenting has always been shaped by the communities and resources of the time. Those growing up in the 20th century relied on advice shared around kitchen tables; antenatal classes offered a crash course in what to expect when you’re expecting.

The same is true for Gen Z today. Only they’re not flocking in droves to physical spaces - their spaces and communities are online.

Around 1 in 10 Gen Z-ers are now parents, and the way they connect, learn and share online looks very different from the generations before them. Rejecting the polished, performative side of social media, Gen Z mums are sidestepping public forums and chat boards in favour of more authentic personal spaces like private chats, stories and trusted influencer communities. 

With Mother’s Day just a few days away, brands are looking for meaningful ways to celebrate and connect with mums. But if conversations around motherhood are online and moving to private spaces, how can brands make sure they’re still part of them?

From public forums to private circles and feeds

The number of Gen Z consumers with children rose by 23% between 2024-25, a figure set to climb as the generation ages. Yet many brands have been slow to recognise their increasing purchasing power.

Gen Z isn’t a younger version of millennials. They’ve been shaped by digital interactions unique to their generation, developing fundamentally different behaviours. Cancel culture, viral criticism, the long-term impact of oversharing in front of an audience - each has left their mark. 

As a result, they’re more privacy-aware and selective about what they post publicly. And this is amplified tenfold when it comes to parenting. Don’t necessarily expect Gen Z to follow the traditional millennial journey of seeking advice on large, public-facing forums. Their support networks can be found in smaller, more intimate digital spaces.

Messaging and private sharing on digital platforms are becoming the dominant form of communication. On Snapchat, for example, Chat is the most-used feature with 85% of Snapchatters using it regularly. Instead of broadcasting updates to large audiences or ‘sharenting’, people are choosing to share content directly with smaller groups they trust.

The rise of real, relatable parenting content

In today’s attention economy, where people live in the moment more than ever, ephemeral content like stories have also become a natural outlet for Gen Z mums.

Stories remove the pressure of permanence, making it easier to share spontaneous, everyday parenting moments. They also encourage immediate interaction, allowing parents to ask questions and get recommendations in real time. And this support doesn’t just come from their inner circle.

It’s why brands like Mumzworld made sure their ads showed up both on Stories and in shoppable formats on Snapchat in order to reach Gen Z mothers. They gained 15% higher ROAS in comparison to other social media channels, proving it as an effective way for brands to connect with this growing audience.

Creators have also tapped into the power of these formats, building highly engaged communities. Look at the way Molly-Mae Hague shares behind-the-scenes content from her mum-centric coffee mornings, Jamie Laing posts the funny realities of being new parents and Kylie Jenner gives fans a glimpse of her intimate time with Stormi in the morning (rise and shi-ine). Oftentimes, interaction doesn’t stop with the influencer, as followers connect with each other and form their own micro communities around shared experiences.

This highlights the change in the way parents receive guidance and support online. Rather than having to actively search for answers on parenting forums, Gen Z mums have an ambient learning experience, encountering tips naturally on their feeds. On Snapchat, for example, formats like Sponsored Snaps appear within the Chat feed, reflecting how communication on the platform already happens; through visual messages shared between friends. It’s another signal of how brand interactions are shifting closer to the spaces where people are already talking, sharing and supporting one another in real time.

At the heart of these behaviours is a non-negotiable value for Gen Z: authenticity. Early social media rewarded picture-perfect posts, but curated content and polished portrayals fall flat for this generation of mums who crave a glimpse at the messier (and frankly, more relatable) side of parenting.

How brands can earn a place in the group chat

This news isn’t meant to panic brands; the parenting communities they’re used to engaging with remain as relevant as ever. They’ve simply become less visible. No longer can these conversations be leapt on with ease. Generating and tracking engagement isn’t a walk in the park.

Brands must shift their mindset. Broadcasting should be replaced by problem-solving. For example, forgoing one-way, airbrushed and edited posts for content that solves specific and relatable parenting problems. That could mean working with micro-influencers or offering practical tips and advice.

It’s also a reminder for brands to take themselves less seriously. Snapchat’s Mother’s Day lens shows how they can engage Gen Z mums in an accessible, low-effort way - just what’s required when sleepless nights are catching up with them.

And Mother’s Day is just one fleeting but important moment in the calendar. Gen Z mums, and the communities they’re part of, are active 365 days a year. This is an ongoing conversation - and the brands that succeed in fostering long-term relationships with these individuals will be the ones that are a genuine part of the discourse, not interrupting it.