# Kids2's Rochelle Wainer on Parent Insights

> Gen Z parents reshape brand strategies with fresh insights.
- Title: Kids2's Rochelle Wainer on Parent Insights · Adweek | Shortify
- Summary: Gen Z parents reshape brand strategies with fresh insights. Brands must adapt to Gen Z parents' expectations for authenticity and digital experiences as they…
- Keywords: kids2, rochelle wainer, gen z, parent insights, consumer behavior, brand strategy, Kids2's, Rochelle, Wainer, Parent, Insights, Adweek
- Source: Adweek — https://adweek.com/commerce/kids2s-rochelle-wainer-on-consumer-insights-and-the-next-generation-of-parents
- Author: Sarah Hofstetter
- Published: 2026-09-29T18:53:03+00:00
- Read time: 1 min
- Topics: kids2, rochelle wainer, gen z, parent insights, consumer behavior, brand strategy
## Who is Rochelle Wainer?
Rochelle Wainer leads kids2's global insights team.
## How does Kids2 work?
Kids2 blends research, behavioral data, and tech to understand parents.
## What insights drive action?
Insights guide product, marketing, and retail decisions.
## Why Gen Z parents matter?
Gen z parents now influence major brand decisions.
## What changes for brands?
Brands must prioritize authenticity and digital experiences.
## What happens next?
Brands adapt strategies for gen z parents' evolving expectations.
## Key takeaway

Brands must adapt to Gen Z parents' expectations for authenticity and digital experiences as they grow.