# Unfiltered Parenthood Parents turn to vlogs and social platforms for helpful everyday tips. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Sep 20, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/unfiltered-parenthood ## Key Figures - Trend score: 3.4/10 - Evidence articles: 9 ## 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. ## At a Glance - Evidence: 9 featured examples - Articles from: Jun 16, 2015 to Jan 4, 2017 - Published: Sep 20, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Themes within the Unfiltered Parenthood trend ### 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. ### Comedic Parenting Media A new landscape of parenting media that embraces the comedic side of parenting is gaining popularity and resonating with young mothers. ### Social Platform Parenting Parents are using social media platforms to build communities, share experiences and offer tips for parenting. ## What the Unfiltered Parenthood trend means for industry ### For 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 for Unfiltered Parenthood Trend score 3.4 out of 10, from popularity 56%, activity 39%, freshness 8%. - Popularity: 56% - Activity: 39% - Freshness: 8% ## Examples of the Unfiltered Parenthood trend 9 featured examples from Jun 16, 2015 to Jan 4, 2017. - [Millennial Mom Blogs](https://www.trendhunter.com/trends/millennial-mom): 'Romper' is a Web Site That Provides Currated Content for Millennial Moms (Category: Lifestyle) Implication: Media companies can launch new platforms or channels targeting millennial moms with customized content. - [Emotional Mom Blogs](https://www.trendhunter.com/trends/motherhood-stories): Kristen Hedges Builds Community by Sharing Moving Motherhood Stories (Category: Pop Culture) Implication: The mommy blogging industry can explore innovative ways to facilitate community building among its audience, leveraging technology and social media platforms. - [Real Food Blogs](https://www.trendhunter.com/trends/mommy-blogger): Mommy Blogger Lisa Leake Helps Other Families Cut Out Processed Food Products (Category: Pop Culture) Implication: The food and beverage industry has the opportunity to capitalize on the real food movement by creating healthier and more nutritious options for consumers. - [LGBT Motherhood Vlogs](https://www.trendhunter.com/trends/mommy-squared): Mommy Squared's 'Marriage After Kids' Video is Honest and Relatable (Category: Pop Culture) Implication: Opportunities for platforms to create and promote more inclusive content for the growing LGBT parenting community. - [Paternal Lifestyle Guides](https://www.trendhunter.com/trends/parenting-website): 'Fatherly' is a New Parenting Website Designed for Modern Fathers (Category: Tech) Implication: The industry of parenting websites has opportunities for disruptive innovation in personalized content curation, targeted advertising, and partnerships with experts and consultant… - [Millennial Parenting Shows](https://www.trendhunter.com/trends/millennial-moms): 'Millennial Moms' Offers Tips on How to Overcome Parenting Challenges (Category: Marketing) Implication: 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… - [Comedic Motherhood Podcasts](https://www.trendhunter.com/trends/one-bad-mother): The 'One Bad Mother' Podcast Puts a Hilarious Spin on Parenting (Category: Lifestyle) Implication: Creating innovative and entertaining podcasts that cater to the comedic side of parenting. - [Funny Branded Parenting Videos](https://www.trendhunter.com/trends/whatsupmoms): WhatsUpMoms Teamed Up with Resolve for 'THE IN-LAWS ARE COMING!!!' (Category: Marketing) Implication: YouTube channels focused on parenting can collaborate with brands to create funny and engaging videos that resonate with their audience. - [Family Travel Tutorials](https://www.trendhunter.com/trends/traveling-abroad-with-kids): This Video Provides Parents with Tips on Traveling Abroad with Kids (Category: World) Implication: Providing family-friendly travel options and services that make traveling with children more accessible and enjoyable for parents. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)