Diplomas yesterday, diapers today: What brands can learn from what makes Gen Z parents in Singapore anxious

As the number of Gen Z parents and their spending power grow, Ogilvy’s Frederick Tong and Sathya Krishnan look at how brands can engage them at various stages of their children’s lives.

This article is part of a Spotlight series on consumer anxiety and mental health in Asia. Read more

Gen Z – kids, impossibly young, the babies of the adult world. Or are they?

With the oldest of the troop turning 26 in 2023, these “babies” are now having babies of their own. GlobalWebIndex reports that between 2020 and 2022 (during the circuit breaker), the number of Gen Z parents in Singapore more than tripled.

Their ranks and spending power will only continue to grow in the next five to 10...

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