Social media reinforces the idea that having children is not worthwhile, says researcher

Social media is contributing to declining birth rates by making it harder to form and sustain relationships while amplifying negative perceptions of parenthood, according to a study by Finland’s Population Research Institute, reported by national broadcaster Yle.

Anna Rotkirch, research professor at the institute, said digital media has a “strong connection” to falling fertility rates, disrupting partner selection and relationship stability. The sharp decline in births since 2010 coincides with the rise of smartphones and social platforms, she noted.

“Everything suggests we will see record-high childlessness rates,” Rotkirch said, pointing to data showing one in four desired children in Finland now go unborn. While Statistics Finland recorded a slight uptick in 2025—raising the total fertility rate to 1.30—it remains far below replacement level.

Social media platforms like TikTok amplify narratives that motherhood is oppressive or that marriage worsens women’s lives, Rotkirch observed. “There’s this strong meme that married women fare worse than single women, which simply isn’t true for most people.” She added that algorithms often promote content discouraging relationships in favor of self-sufficiency, while realistic portrayals of family life are scarce.

The researcher also highlighted how excessive screen time—up to four hours daily among some teens—displaces sleep, exercise, and in-person interactions. During discussions with high school students, Rotkirch said many expressed relief at not being younger, “because childhood today is being destroyed.”

While medical advances have made childbirth safer than ever, Rotkirch noted that fear of birth and its life-altering consequences has intensified, fueled in part by viral content detailing worst-case scenarios. “Some of it is so bleak it borders on misogyny,” she said, citing examples where pregnancy’s physical changes are framed as irreversible damage.

The Population Research Institute’s findings have drawn international attention, with outlets like the Financial Times covering its annual Family Barometer report. Rotkirch suggested the global media’s focus reflects broader anxiety over plummeting birth rates, a trend Finland shares with much of the developed world.