All I read was that there is a group of people that SAYS they care about parenting. This is exactly how social media works, we all say a bunch of things. The smartest curate their content by saying only the things that will generate the most engagement.
Aside, labelling/branding in the US is so powerful that now my generation called the millennial is turned into a sort of minority protected group that is fighting for it's right to express itself...
OP also works for Winnie. Not that it's a bad thing or anything, but it is nice to know a marketing peace that is being actively promoted.
It is now - maybe - just about time to be able to judge/rate the parents of the millennials, will have to wait some twenty years or so to see if all the good things now attributed to millennials will produce "better" sons (and consequently society).