Marriage and Children: Too Much for Zillennials?

Millennials and Generation Z are often the subject of criticism when it comes to traditions and the “good old values” cherished by previous generations. Phrases like “kids these days” are frequently used to suggest that they don’t share the same values, views, or opinions on topics such as marriage, raising children, homeownership, and more. But to what extent do they differ from their predecessors?

Our Zillennials Study, which surveyed Millennials and Gen Z (or as we call them, Zillennials), across a wide range of topics, was designed to help organizations better understand the trends shaping these younger generations. In this blog, we’ll take a deep dive into Zillennials’ perspectives on marriage, raising children, and homeownership.

Nearly half (49% ) of respondents said that marriage is very important to them. The top reasons include wanting to share their life with someone they love (68%), start a family (42%), and formalize and strengthen their commitment to a partner (38%). 

On the other hand, those uninterested in marriage often feel content with their current life and don’t see a need to formalize their relationship (38%) or simply don’t believe in the institution of marriage (28%). 

Interestingly, among those interested in marriage, 71% feel no pressure to get married, and 67%  feel no pressure to have children, showing that most Zillennials, much like their parents, still embrace traditional values but on their own terms, such as getting married much later in life, compared to older generations. In fact, it is estimated that the average age of marriage in Canada is estimated to be in the early 30s (Source: Queensjournal.ca), which could be perceived as disinterest in marriage.

When it comes to raising children, it is safe to say that Zillennials have diverse perspectives based on their personal aspirations, cultural values, and societal realities. Among the 62% of Zillennials who do not have children, nearly half (48%) expressed a desire to have children in the future.

The desire for parenthood among Zillennials is often rooted in emotional and familial motivations. Over half (53%) of those interested in having children shared that their main reason is to create a family and be surrounded by loved ones. This reflects a deep human need for connection and belonging, even in a generation often labeled as independent or self-focused.

Additionally, four in ten (40%) stated that they want to pass on the love and values they received from their parents. This highlights a sense of legacy and continuity, showing that despite generational shifts, traditions and values remain important.

Zillennials are more practical and societal, especially when the Canadian economy is in a predicament. Indeed, financial concerns top the list, with 38% citing a lack of financial means as a primary factor. With rising costs of living, student loan debts, and housing affordability issues, Zillennials tend to be more hesitant with regards to nurturing a young life.

But beyond finances, there are broader societal concerns that play a significant role. Nearly one-third (31%) of respondents mentioned not wanting to bring children into today’s society, due to social and political instability. Furthermore, 24% pointed to the current climate crisis as a deterrent, illustrating how environmental consciousness is shaping decisions about parenthood for younger generations.

For Zillennials, navigating the path to homeownership often comes with heightened anxiety and stress, exacerbated by economic uncertainties and rising property costs. Despite these challenges, the aspiration to own a home remains strong among this generation.

Among non-homeowners, over three-quarters (77%) of Zillennials express a desire to own a home. This ambition is deeply rooted in the pursuit of security and stability, as noted by 54% of respondents. Homeownership can be challenging for younger generations: yet, many young Canadians don’t want to let go of this ambition as ownership creates more stability in life, strengthens a person’s financial future, and provides a better future for children — something renting often fails to provide. (Source: Financialpost.com)

Additionally, 53% view homeownership as a good financial investment, reflecting a pragmatic understanding of the long-term benefits associated with owning property. For many Zillennials, homeownership is not just about having a place to live, it’s also a step toward financial growth and independence.

Despite their strong aspirations, many Zillennials find homeownership out of reach. A significant 80% of non-homeowners cite their inability to buy property as a primary reason they continue to rent. This inability stems from factors such as skyrocketing housing prices, stagnant wages, and large student loan debt, which make saving for a down payment challenging.

Even looking ahead, many are not optimistic about their prospects, as two-thirds (66%) of non-homeowners believe they will be unable to buy property in the coming years. This outlook reflects the financial barriers and systemic issues that are reshaping the traditional path to homeownership for younger generations.

Zillennials are redefining traditions like marriage, parenthood, and homeownership to align with their modernized values and realities. While they still aspire to these goals, financial pressures, societal concerns, and environmental awareness shape their choices.

Despite challenges, their focus on love, parenthood, and ownership proves that the traditional milestones are timeless, even as the approach evolves. After all, older generations and Zillennials aren’t that different!

To dive even deeper into Zillennials’ perspectives on marriage, parenthood, and many more topics, be sure to check out our full report—not only does it help brands connect meaningfully with young consumers, but it also sheds light on the priorities and trends driven by these growing generations.

To download the full report on the Zillennials’ study, please consult our Zillenials Study.