Study explores how recent turbulent times transformed how people parent

New research conducted by OnePoll on behalf of Millie Moon reveals how COVID-19 may have changed parenting for good (Photo by Alexander Dummer on Unsplash).

A turbulent 2020 has parents throwing everything they knew about raising kids out the window, with four in five (80%) reporting that the past year made them completely reevaluate how they parent.

The study of 2,000 millennial parents examined the impact the past twelve months will have on how they go about raising their children.

Results found that 72% said the COVID-19 pandemic, in particular, has helped them become a more compassionate parent than before.

And 73% said they are prioritizing the little moments they share with their children.

Conducted by OnePoll and commissioned by new luxury diaper brand, Millie Moon, the data showed one in two (51%) have made an effort to focus on spending more one-on-one time with each kid.

As a result of the past twelve months, 68% of millennial parents are showing that compassion by making a more concerted effort to purchase products with a charitable tie.

The COVID-19 pandemic was the top event from 2020 to prompt a parenting pivot, with the economic crisis and the Black Lives Matter movement also making it in the top five.

To help mitigate the ongoing effects the last year has had on their children, 44% of parents surveyed said they have lessened their emphasis on performing well at school for their children.

Beyond changes to their parenting styles, adults are rearranging priorities in their own lives. Forty-three percent have opted to move their work and career further down the list of priorities and this freed-up time has a major impact on their children.

Two in three (64%) plan to practice what they preach so their children learn from their example, with nearly half (47%) deciding to increase how much they give to charity.

Over half of those polled hope their children learn the importance of giving back from them.

“The past year has been challenging for parents, but the silver lining is that 73% of parents have been able to prioritize sharing more of those special little moments with their children,” said Amelia Watson, Global Marketing Manager at Millie Moon Luxury Diapers.

“We understand these quality moments with your little ones are precious, which is why we set out to create something to allow parents more time to focus on their child’s growth and development, especially during those important first chapters.”

Beyond their own actions, parents are relying on educational TV shows (55%) and books (42%) to instill these vital lessons into their children.

Forty-eight percent see storytime as a key bonding moment, with the average parent reading to their kids three times a week.

And 70% have made it a priority to read to their children for at least 15 minutes a day.

Seven in 10 (69%) believe there are long-term benefits that will pay off from consistently reading aloud to their kids.

One in two (54%) want their children to have improved language skills while 49% just want to spark their kids’ imaginations.

“Not only is reading aloud one of the most powerful bonding experiences between parent and child, but there are numerous long-term benefits that some parents are not aware of,” said Amelia Watson, Global Marketing Manager at Millie Moon Luxury Diapers.

“With 68% of parents emphasizing the importance of giving back to others, we have partnered with Reach Out and Read, a national literacy foundation, to donate a portion of all proceeds to help more children discover the joys and benefits of reading.”


Strict discipline/structure
More: 58%
Less: 31%
The same: 10%

Emphasis on performing well in school
More: 38%
Less: 44%
The same: 18%

Quality one-on-one time between parent and child
More: 51%
Less: 32%
The same: 17%

Life lessons about “big picture” topics
More: 38%
Less: 34%
The same: 28%

More honest communication with kids
More: 39%
Less: 40%
The same: 21%

Giving back to those in need
More: 37%
Less: 43%
The same: 20%

Talking about feelings
More: 37%
Less: 40%
The same: 22%


Personal appearance
More: 38%
Less: 43%
The same: 20%

Incorporating little life lessons in their children’s day
More: 48%
Less: 34%
The same: 18%

Giving back to others through charitable contributions
More: 47%
Less: 34%
The same: 19%

More: 35%
Less: 43%
The same: 22%

My mental health
More: 38%
Less: 42%
The same: 20%

My physical well-being
More: 40%
Less: 42%
The same: 18%

More: 41%
Less: 30%
The same: 29%

>>>> Download the video and copy of this research story <<<<
NOTE: All news copy and multimedia on this SWNS account is free to use as you see fit. Where research has been conducted, we ask that you credit the company which commissioned it.

SWNS is a UK and US-based news and media content agency with a proud 40-year history.