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AbstractAside from immigration, the only meaningful demographic lever available to policymakers attempting to moderate the rate of ageing is the birth rate. This article departs from previous analyses of pro‐natal policies by studying determinants of pro‐natal options ex ante, which represents an advantage for policymakers looking to craft policies with prior knowledge of whether or not a demographic policy will have a significant effect. Our multinomial regression model for a US sample involving college students shows that the preferred choice of pro‐natal incentive is dependent on gender, economic class, number of planned children and migrant status. We find that females are more likely than males to choose any pro‐natal incentive over no incentive. The highest odds for increasing planned number of children are for maternity leave and parental leave options. Respondents associating themselves with the poorest economic class are more likely to choose daycare or government grant as pro‐natal options.