Tradition vs digital: 7 out of 10 GCC moms still turn to family for parenting advice

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In a world brimming with parenting apps, forums and digital influencers, one might expect mothers to be increasingly reliant on online resources for advice on raising their little ones. Yet a new study commissioned by Johnson’s Baby tells a different story, showing that for moms in the GCC, the best parenting advice still comes from family.

Despite modern resources, a remarkable 71 per cent of mothers in the UAE and Saudi Arabia, and an impressive 88 per cent in Kuwait, continue to look to family members as their most trusted source of guidance in the crucial early years of parenting.

The research, titled Sources of Trust in the UAE, Saudi Arabia, and Kuwait, surveyed 500 new mothers across the region, revealing that when it comes to early childhood guidance, family wisdom stands unmatched — even as digital tools promise convenience and variety.

The findings underscore the region’s cultural values and the enduring role of family knowledge in navigating the complexities of parenthood.

The study also points to the strength of nostalgia and tradition. Rodney Smith, managing director for the GCC at Kenvue, highlighted, “Our research shows that even in our digital age, family wisdom still holds strong. This reflects the deep-rooted trust in generational knowledge across the GCC.”

He went on to note that this trust extends to product preferences, with nearly half of all surveyed moms choosing baby products that were part of their own childhood experience.

Seventy-eight per cent of mothers in the region said they prefer baby care brands with a legacy in their families, demonstrating a remarkable level of brand loyalty driven by family tradition.

Digital resources: Supportive but secondary

While family remains central, digital platforms do play a supporting role. The study reveals that 64 per cent of mothers in the UAE and Saudi Arabia, and 68 per cent in Kuwait, consult online resources to supplement their parenting knowledge. However, only a modest proportion of parents rely on social media influencers for baby advice 27 per cent in Saudi Arabia, 22 per cent in the UAE, and per cent in Kuwait. This selective approach reveals the high bar of trust set by family guidance, suggesting that mothers turn to digital resources with a cautious eye.

Interestingly, many mothers report feeling overwhelmed by the abundance of information available, with 55 per cent of respondents in Kuwait, 0per cent in the UAE, and 33 per cent in Saudi Arabia frequently encountering conflicting advice.

In response, 70 per cent of mothers in these countries reported tuning out the noise, opting to rely on the experiences of close family members and their instincts. This discerning approach signals a cultural balance between modern resources and traditional values — a balance that could guide the development of future parenting tools in the region.

Generational wisdom

For expatriate families or those without close access to family networks, Johnson’s Baby aims to bridge the gap by bringing the trusted insights of generational wisdom into their products.

Smith shared, “For families separated from their traditional support networks, we want to be a reliable partner, offering solutions that complement family advice and address modern needs.” This approach reflects a nuanced understanding of family dynamics in today’s GCC, where cultural shifts and diverse demographics are shaping new parenting paradigms.

As the region continues to evolve, this study illuminates the value of creating culturally attuned parenting resources that respect and enhance family networks. Johnson’s Baby’s research underscores an important truth: in the GCC, the strongest influence on a mother’s choices often remains rooted in family, even in an era when digital advice is just a click away.

The findings provide a roadmap for developing products and resources that blend the best of both worlds, respecting tradition while embracing modern conveniences.