Millennial parents and Alpha children: parental values and ambitions of millennials for raising their children

Purpose This study aims to study intra-cohort heterogeneity in millennial parents’ child-rearing values and ambitions, and explore intergenerational alignment by assessing the extent to which millennial parents’ values and ambitions align with their Gen Alpha children’s values and ambitions. Design/methodology/approach The authors conducted a dyadic online survey of millennial parents and one of their 8- to 14-year-old Gen Alpha children in the USA, the UK and Germany (n = 1,440). Using principal component analysis and cluster analysis, this study identified parental profiles. Using cross-tabulation and a chi-square test, this study examines the alignment between parents’ and their children’s values and ambitions. Findings Five parental profiles were identified: high-intensity generalists, high-intensity strivers, moderate-intensity generalists, selective stability-oriented parents and low-intensity generalists. The results show intergenerational alignment in terms of value and ambition congruence: the Laid-Back Fun-Seeker children’s segment is strongly under-represented among parent segments that place greater importance on values and ambitions and strongly over-represented among those that place less importance on them. Originality/value This study contributes to research on intra-cohort heterogeneity and generational segmentation in parental values and ambitions for raising their children, and the authors explore the alignment of parents’ and children’s values and ambitions. This study offers insights into value- and ambition-based targeting and brand communication for youth- and family-oriented markets.