Helenor Gilmour is head of strategy and insight at Beano Brain. She can be reached at helenor.gilmour@beano.com.

Previously referred to as the “snowflake generation,” Millennials are now parents (aged between 27-40) and ripping up the rule book to raise their Generation Alpha kids in their own unique way.

Millennials have matured into parenthood in truly unprecedented times, characterized by a backdrop of turbulence and worry and punctuated with a seemingly unending cycle of once-in-a-generation events – from a global pandemic to war in Ukraine. 

They are also the digital generation, who have grown up with the internet and social media, making them uniquely placed to understand the benefits the online world can bring to their children’s lives, along with potentially negative effects on their mental health.

So what does this all mean for Millennial parents and their Gen Alpha kids?

To find out, we at Beano Brain, a kids and families insight consultancy, conducted a year-long study with more than 200 hours of face-to-face interviews and a survey of 2,000 U.S. and U.K. parents. We discovered that there has been a seismic generational shift in parenting ethos from “do as I do” to “fix what we did.”

Our findings, detailed in our white paper, Raising Gen Alpha: How Millennial Parenting is Impacting the Next Generation, show that Millennial parents have a desire to be omnipresent in their kids' lives, there for the big life events as well as the small stuff. This means Millennial moms are prioritizing full-time parenthood over their careers – and we use “mom” here, as Millennial dads, despite being more emotionally present than previous generations, are still physically absent.

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