Not ok boomer! Exploring socialization and conflict within the context of intergenerationalco-parenting families

Purpose Despite the growing importance of grandparents in the upbringing of children, limited research examines the interactions between grandparents and parents within the framework of intergenerational co-parenting. Focusing on the context of children’s food consumption, the authors use a conflict lens of socialization theory and a relational power perspective to investigate the dynamics and conflicts inherent in Chinese intergenerational co-parenting interactions. Design/methodology/approach The authors conducted 49 in-depth interviews with Chinese parents and grandparents engaged in co-parenting. Through thematic analysis, the authors identified crucial themes surrounding cultural nuances and conflict mitigation strategies related to intergenerational co-parenting interactions. Findings The findings unpack the cultural insights and dynamics that shape the underlying reasons for conflicts and the strategies used to mitigate them. Accordingly, the authors present a 2x2 typology matrix for socialization in intergenerational co-parenting, emphasizing how parents and grandparents navigate conflicts. From this, the authors identify four categories of socialization: conflict, conformity, compromise and congruence. Research limitations/implications The authors deliver comprehensive insights into intergenerational co-parenting interactions within a Chinese context, where this approach is recognized as a manifestation of filial piety. This establishes a strong foundation for further cross-cultural research opportunities. Practical implications This study provides marketers and policymakers with a nuanced understanding of the family dynamic interactions and conflicts that can arise during co-parenting, thus developing effective segmentation and market communication strategies. Originality/value While intergenerational co-parenting relationships can be conflictual, conflict is neither always negative nor an end state. Rather, conflict serves as a canvas to unfold different types of familial socialization. The authors highlight that acceptance of family counterparts and desire to change motivate the mitigation strategies used for maintaining familial ties.