June 22, 2026- Parenthood is widely anticipated as one of life’s most fulfilling journeys, yet for today’s new parents – especially Gen Z – that excitement is often met with feelings of pressure and judgment and amplified by picture-perfect social media portrayals. In a national survey of more than 1,000 parents and parents-to-be, Similac found a striking paradox: while 93% of respondents believe parenthood will be the most fulfilling part of life, nearly 80% feel pressure to be the “perfect” parent on social media, fueled by comparison culture.
That’s why Similac, Abbott’s decades-long infant nutrition brand, is creating the “Love Without Measure” initiative. Working with a motherhood expert and influencer moms passionate about sharing their unfiltered stories, Similac aims to meet new parents where they are at and promote more authentic, realistic accounts of parenting. The brand is calling on moms and dads to share their parenting journey stories using #LoveWithoutMeasure on social channels.
Survey: Is social media inspiration or pressure?
Social media presents a paradox for parents, especially Gen Z, who are the first true “digital natives,” having never known a world without the internet and smartphones. Many report turning to online communities for reassurance and connection.
- 78% of new parents agree that social media provides valuable support, and 82% agree it helps them feel less alone
- 55% worry about being judged if their choices don’t align with what they see online
- 81% say social media creates an idealized or unrealistic view of parenting
The data also signals a new era of parents who feel prepared and capable—but want real, relatable guidance.
- 92% of Gen Z parents say they are confident in their ability to be good parents
- 83% agree it is better to seek creators who show honest, unfiltered parenting content
- A majority of parents still look to real-life experts and relationships for trusted advice: doctors and healthcare providers (79%), parents and family members (76%) and friends who are parents (71%)