According to the 2026 Life Aspirations Report from global market research firm Ipsos, Gen Z young adults in Western countries are more likely to expect to own a pet than become a parent, reflecting a broader generational shift driven by economic and social pressures. Ipsos found that 58% of Gen Z respondents across selected European and North American markets have owned a pet as an adult or expect to do so, compared to just 44% who plan to become a parent.
Economic Pressures Push Major Life Milestones Later
Traditional economic security continues to dominate people’s definitions of a successful life, according to the Ipsos research. The survey of people in more than 30 countries identified top markers of success as having a stable full-time job at 65%, owning a home at 58%, moving out into one’s own place at 35%, becoming a parent at 31%, getting married at 25%, and owning a pet at 16%.
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Younger generations still hold these traditional aspirations but lack confidence in achieving them due to external barriers. Infometrics principal economist Brad Olsen told 1News that changing life milestones reflect society’s underpinning economic environment rather than a sudden shift in fundamental human desires.
"I don’t think people are sitting there going ‘you know what?”
Olsen noted that historical pathways where individuals studied, secured a job, found a partner, had a child, and bought a home before age 30 no longer apply to the same degree. Motherhood and home buying are starting later as a direct result of financial constraints.
Global Insecurity and the Modern Coming-of-Age Struggle
Sociologist and senior fellow at the Centre for Informed Futures, Paul Spoonley, pointed to heightened global insecurity as a major driver for why younger generations delay or forgo starting families.
Spoonley emphasized that gig economy employment, a lack of secure "forever jobs," and systemic barriers to housing make traditional coming-of-age markers increasingly precarious for Generation Z. The Ipsos report supports this view, noting that every successive generation feels less confident than the last about reaching major life milestones. Despite this, Gen Z remains the generation most likely to feel sadness if they miss out on these markers.
Declining Birth Rates and Local Policy Responses
Domestic population data mirrors these international trends. Statistics NZ released figures showing New Zealand’s birth rate has dropped to its lowest increase since the early 1940s during World War II. The total fertility rate sat at 1.51 births per woman in the 12 months leading to June 2026, dropping from 1.57 the previous year.
This demographic shift has entered the political landscape. New Zealand First recently introduced an election policy offering financial compensation aimed at encouraging families to have more children.
At the same time, experts caution against viewing younger generations through a purely negative lens. Olsen pointed out that housing affordability data from Cotality showed houses becoming relatively more accessible compared to four or five years ago as price points materialized downward and incomes rose. He added that traditional linear pathways are no longer mandatory for personal fulfillment.
And two, you don’t have to tick all those boxes off at all these days’," Olsen said.
Spoonley also cautioned against workplace generalizations about Gen Z, emphasizing that young people make decisions based on world views and experiences vastly different from older generations, shaped by an increasingly complex global environment.
Did You Know? According to the 2026 Life Aspirations Report by Ipsos, men display a higher statistical likelihood than women of viewing marriage and parenthood as critical markers of personal success, a trend sociologist Paul Spoonley attributes to women achieving higher rates in tertiary education and delaying families to pursue careers.
Frequently Asked Questions
Why are Gen Z expecting to own pets more than children?
According to the Ipsos report, 58% of Gen Z in surveyed European and North American markets expect to own a pet, while 44% expect to become a parent. Researchers attribute this gap to financial pressures, housing market barriers, and global insecurities that delay traditional family planning.
What are the main markers of a successful life today?
The Ipsos Life Aspirations Report found that 65% of people define success by having a stable full-time job, 58% by owning a home, 35% by moving into one’s own place, 31% by becoming a parent, 25% by getting married, and 16% by owning a pet.
How low is New Zealand’s birth rate?
Statistics NZ figures show New Zealand’s total fertility rate dropped to 1.51 births per woman in the 12 months to June 2026, marking the lowest increase since the early 1940s.
Are housing markets improving for younger buyers?
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