Why Parents Need To Be Part Of This Vital Conversation

Modern parents spend a lot of time thinking about what their children are watching, reading and listening to. Yet many of the influences shaping young people's views today exist behind personalised algorithms, private feeds and online communities that adults rarely see. For boys in particular, this can mean exposure to content that promotes narrow ideas about what it means to be a man. From unrealistic expectations around strength and success to harmful attitudes towards women and relationships, these messages can quietly shape beliefs during some of the most formative years of a young person's life. The challenge for parents is knowing where to begin.

Research continues to show that social media and online content play a significant role in how young people understand identity, self-worth and relationships. Increasingly, experts are warning about the rise of online spaces often referred to as the "manosphere" – networks of influencers and communities that can promote rigid, and sometimes harmful, ideas about masculinity. While it can feel daunting to address these topics, open and non-judgemental conversations remain one of the most effective ways to help children develop critical thinking skills and build healthy attitudes towards themselves and others.

Created by UN Women UK, in partnership with Vodafone Foundation, Same Side is a campaign helping parents and trusted adults engage boys in conversations about the content they encounter online and what it means to be a man today. Using the universal language of sport and positive role models, the campaign aims to challenge limiting stereotypes and encourage a broader, healthier understanding of masculinity.

At the heart of the initiative is a free Conversation Guide, which offers practical tools, prompts and advice to help adults and care givers navigate discussions with young people of all backgrounds and genders around online influences, confidence, relationships and respect.

According to the experts behind the campaign, the goal isn't to lecture or interrogate. Instead, it's about creating opportunities for curiosity and connection.

Some useful starting points include:

• Asking what content your child enjoys watching online and why
• Discussing role models and the qualities they admire in them
• Exploring how different influencers talk about success, relationships and confidence
• Encouraging critical thinking around the messages they see on social media
• Creating a safe space where questions and differing opinions can be discussed openly

By approaching conversations with empathy rather than judgement, parents are more likely to keep communication channels open as children grow older.