Category
Lifestyle
Assisted Choices
Trend cluster
Category
Unfiltered
Parenthood
Parents turn to vlogs and social platforms for helpful everyday tips.
3.4
Trend score
Trend
What is the Unfiltered Parenthood trend?
Unfiltered Parenthood: Whether pre-planning for parenthood or learning as they go, Millennial parents are turning to media platforms and online tutorials as a source for parenting tips. Seeking a more realistic and authentic go-to guide, consumers are opting for podcasts and blogs as a means to get a more unfiltered view of what it’s like to be a parent. This speaks to a need for more social forms of parenting, but also the importance of unfiltered sources of media.
Trend themes
Themes within the Unfiltered Parenthood trend
Three behaviours holding the trend together01
Unfiltered Parenting
Millennial parents are seeking a more realistic and authentic go-to guide and turning to media platforms and online tutorials as a source for parenting tips.
02
Comedic Parenting Media
A new landscape of parenting media that embraces the comedic side of parenting is gaining popularity and resonating with young mothers.
03
Social Platform Parenting
Parents are using social media platforms to build communities, share experiences and offer tips for parenting.
Industry implications
What the Unfiltered Parenthood trend means for industry
Where the trend changes the playbookFor
Parenting Media
New parenting media is being created that is specifically designed for millennial parents and is offering a different approach to advice, community building and content curation.
For
Food and Lifestyle
There is a growing interest in health and wellness that has resulted in bloggers and creators offering tips and advice for healthy lifestyle habits.
For
Marketing and Advertising
Creating branded content that doesn't disrupt the audience experience by incorporating humor and relatable experiences represents a novel disruptive marketing opportunity.
Workshop question
How can your brand become a greater resource for your consumers to turn to for information and community?
Trend signals
Trend signals for Unfiltered Parenthood
Trend score 3.4 out of 10, from popularity 56%, activity 39%, freshness 8%.
Popularity56%
Activity39%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Unfiltered Parenthood trend
9 featured examples from Jun 16, 2015 to Jan 4, 2017CategoryLifestyle
Millennial Mom Blogs
'Romper' is a Web Site That Provides Currated Content for Millennial Moms
Media companies can launch new platforms or channels targeting millennial moms with customized content.
CategoryPop Culture
Emotional Mom Blogs
Kristen Hedges Builds Community by Sharing Moving Motherhood Stories
The mommy blogging industry can explore innovative ways to facilitate community building among its audience, leveraging technology and social media platforms.
CategoryPop Culture
Real Food Blogs
Mommy Blogger Lisa Leake Helps Other Families Cut Out Processed Food Products
The food and beverage industry has the opportunity to capitalize on the real food movement by creating healthier and more nutritious options for consumers.
CategoryPop Culture
LGBT Motherhood Vlogs
Mommy Squared's 'Marriage After Kids' Video is Honest and Relatable
Opportunities for platforms to create and promote more inclusive content for the growing LGBT parenting community.
CategoryTech
Paternal Lifestyle Guides
'Fatherly' is a New Parenting Website Designed for Modern Fathers
The industry of parenting websites has opportunities for disruptive innovation in personalized content curation, targeted advertising, and partnerships with experts and consultant…
CategoryMarketing
Millennial Parenting Shows
'Millennial Moms' Offers Tips on How to Overcome Parenting Challenges
Companies offering parenting services, such as daycare, can utilize the millennial mom’s YouTube series to promote their services as well as participate in the growing social medi…
CategoryLifestyle
Comedic Motherhood Podcasts
The 'One Bad Mother' Podcast Puts a Hilarious Spin on Parenting
Creating innovative and entertaining podcasts that cater to the comedic side of parenting.
CategoryMarketing
Funny Branded Parenting Videos
WhatsUpMoms Teamed Up with Resolve for 'THE IN-LAWS ARE COMING!!!'
YouTube channels focused on parenting can collaborate with brands to create funny and engaging videos that resonate with their audience.
CategoryWorld
Family Travel Tutorials
This Video Provides Parents with Tips on Traveling Abroad with Kids
Providing family-friendly travel options and services that make traveling with children more accessible and enjoyable for parents.
