# Honest Parenthood Campaigns WaterWipes' 'This is Parenthood' Shares the Realities of Parenting By Laura McQuarrie | Published 2019-04-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/this-is-parenthood References: [prnewswire](https://www.prnewswire.com/news-releases/this-is-parenthood-waterwipes-launches-global-campaign-shining-a-light-on-the-true-realities-of-parenthood-aiming-to-normalize-the-ups-and-downs-for-families-around-the-globe-300832352.html) & [waterwipes](https://www.waterwipes.com/us/en/this-is-parenthood) To better support parents today, WaterWipes is launching a project called 'This is Parenthood,' which aims to create an authentic discussion about parenting and disassemble the picture-perfect representations of it that are perpetuated by social media. In response to research that suggests a high percentage of parents feel that they are failing their first year of parenthood, WaterWipes created an initiative to validate these feelings, unite parents who feel this way and capture both the highs and lows of the journey. WaterWipes' #ThisIsParenthood campaign is kicking off with a 16-minute documentary film that shares honest stories from 86 parents across three continents, capturing their experiences from pregnancies to first birthdays and struggles with going back to work, self-confidence and relationships. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 26% | Activity: 75% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### What's Driving This Trend - **Authentic Parenting:** Creating a space for honest discussions about the realities of parenting, disrupting the picture-perfect representations perpetuated by social media. - **Validation and Support:** Providing validation and support for parents who feel like they are failing, and uniting them through shared experiences. - **Embracing the Highs and Lows:** Highlighting the journey of parenting, including the joys and challenges, to present a more balanced and realistic perspective. ### Who This Affects Most - **Parenting and Baby Products:** Opportunity to develop innovative products and services that cater to the needs of parents seeking authenticity and support. - **Media and Entertainment:** Opportunity to create content that portrays the real experiences of parenting, resonating with a broad audience looking for relatable stories. - **Digital and Social Media:** Opportunity to build platforms and communities that encourage open and honest discussions about parenting, providing a space for validation and support. ## Related on Trend Hunter - [Empowering Postpartum Campaigns](https://www.trendhunter.com/trends/onerealpressure.md) - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md) - [Parenthood Beer Campaigns](https://www.trendhunter.com/trends/cheers-to-parenthood.md) - [Gentle Baby Wipes](https://www.trendhunter.com/trends/parasol-co.md) - [Faceless Mother Campaigns](https://www.trendhunter.com/trends/invisible-mothers.md) - [Parent-Focused TV Campaigns](https://www.trendhunter.com/trends/naturefresh.md) - [Reusable Baby Care Product Lines](https://www.trendhunter.com/trends/goodnest.md) - [Human-Grade Pet Food Campaigns](https://www.trendhunter.com/trends/the-honest-kitchen-debuts.md) - [Newborn-Specific Support Platforms](https://www.trendhunter.com/trends/baby-dove-1.md)