YouTube is teaching a new generation how to parent
Google recently partnered with Flamingo New York and Ipsos Connect to research the modern millennial parent’s outlook and viewing habits.
What did we learn? Well, in the end, we found that millennial parents are still millennials. For a generation predicated on spontaneity, navel-gazing, and ‘be yourself’ individuality, childrearing can seem anathema to everything once held near and dear. But the 40 per cent of millennials who identify as moms and dads haven’t passively accepted the old parenting script. Instead, they’re hacking traditional parenthood, applying generational values like authenticity, diversity, and the privileging of experiences over material goods to the way they care for their little ones. And they’re looking to entirely modern tools like YouTube to optimize their parenting while also keeping their individual identities intact.
Other surprising learnings from the project include:
- Active fatherhood Millennial dads are flipping the script on conventional gender roles, taking strides to shape their children’s lives and experiences. Online, this translates to 86 per cent of millennial fathers turning to YouTube for guidance on key parenting topics.
- Candor is king More than their Gen X or Baby Boomer predecessors, millennial parents try to create open lines of communication between their children and themselves. This manifests as 72 per cent of millennial parents claiming they watch YouTube to stay ‘in-the-know’ about their children’s world, and 65 per cent of millennial parents using YouTube to share pieces of their childhood with their kids.
- More than just a mom Millennial parents aren’t relinquishing their individual interests just because they have kids. Ninety-one per cent of millennial parents watch YouTube to stay on top of general culture news, remaining connected to the world beyond baby.
For more information, including takeaways for marketers, see Think With Google’s full article here.
- Article by Zoe Weitzman