YouTube is teaching a new generation how to parent

Millennial parents haven’t passively accepted the old parenting script. Instead, according to research carried out by Flamingo and Ipsos Connect on behalf of Google, they’re hacking traditional parenthood, applying generational values like authenticity, diversity, and the prioritising of experiences over material goods to the way they care for their little ones. 

The research, which was specifically exploring modern millennials' outlook and viewing habits, 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 parents haven’t passively accepted the old parenting script. And they’re looking to entirely modern tools like YouTube to optimise 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.
  • Candour 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 mum 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.