62% of UK adults do not regularly speak to another person about their questions or doubts around friendships, family, romantic relationships and work, according to new search data from Google and YouGov. 31% said they feel more comfortable consulting Google before speaking to another person, with almost two thirds (64%) of the nation seeing Google as a safe space they can ask questions without judgement.
Post-pandemic, 50% of UK adults admit they are putting their interpersonal relationships under the microscope as we return to ‘normal’ society, with surprising emphasis on friendships in particular. We are thinking about the changes we face within friendships the most (56%), followed by work choices (49%), family (44%) and romantic relationships (23%). Trending searches for “how can I meet new friends?” and ““is it ok to split the bill on a date?” are at an all time high. Despite this, a further 40% want to be able to have more open discussions, particularly about family life (34%) and relationships (33%).
Google’s “ItsOKToAsk” campaign highlights the power of asking questions as a way to help us learn more and get closer to those around us. Commenting on the findings of the research, Emma Gannon says: “The research shows that we want to change our lives, self-improve, do better and learn more, however, setting boundaries and change is not easy. I’m very honest with my friends, but there are some topics I’d definitely rather Google initially. Even though we should absolutely ask each other for help, sometimes it can be easier to sit with the problem by yourself first. It’s interesting to see people using Google as a starting point for conversations about parenthood. Personally, I have always known that having children of my own is not the path I want to go down and I feel empowered by having found a solid child-free-by-choice online community that reflects how I want to live my life. I feel less alone when I talk to other women who are child-free, some of which are all over the world, and I’m thankful that searching on Google enables that connection”.
As our diaries fill up again, who we allocate time to in our social circle has become of paramount importance. YouGov reports that 44% of UK adults are actively seeking to make new friends and 28% are asking questions on “how to reconnect with a friend or family member”on Google. And, with searches for “is it ok to cancel plans with friends?”peaking - it correlates that 46% of UK adults want to put an end to negative or non-useful friendships and nearly half of people (42%) are looking to set more boundaries in how they spend their time, according to YouGov.
Many of us are evaluating existing networks. According to YouGov, one in 10 UK adults are asking questions around “how to make a more ethnically or gender diverse friendship group'', with the same number questioning the gender of their friends, for example whether it is “okay to have only male or female friends.”
UK adults are also examining conventions within their traditional social circles, with Google searches peaking for “is it ok to have a male friend when married?” and “can I loan money to a friend?”.
Other key trending questions over the past 12 months on Google Search include:
- “how can I make friends?”
- “is it normal to be jealous of your friends?”
- “is it normal to argue with friends?”
- “is it normal to not have any friends?”
With IRL dating back on the cards, UK adults are not afraid to step away from the conventions of dating etiquette in 2022, and many are re-circling on debates that have previously not been front of mind - like who pays the bill (a breakout search over the past year). Trending searches revealed, “is it ok to date two guys at the same time?” which spiked, alongside “is it normal to want an open relationship?.” For 25-34 year olds, one in ten (13%) are considering starting a romantic relationship with a long-term friend.
UK adults are also looking to Google to navigate some more practical questions after two years bouncing between lockdowns. Trending searches include, “is it ok to go on a first date without makeup?” along with “how long after a date should I text?” and even “should I buy flowers for a first date?”
For 31% of those surveyed aged 45-54 looking for a fresh start after a relationship , correlating Google searches for “should I split up with my partner?” and “when should I date again after a breakup?” saw a spike at the beginning of the year.
But, while some may be reentering the dating world, many are happy spending time by themselves, with a surge in searches for “is it ok to be single?”, and others are reconsidering what being in a couple means, with trending searches showing a move towards polyamorous relationships: “how to tell my boyfriend i’m polyamorous” and “how to meet polyamorous couples” spiked over the last year.
Other trending questions on Google Search include:
- “is it ok to have sex on a first date?”
- “is it ok for woman to be taller than man?”
- “is it ok to kiss a girl on a first date?”
- “is it ok to split the bill on a date?”
People are questioning what parenthood looks like as we enter 2022, with a surge in searches for “how do you know if you want children?” and “is it ok to not want children?” over the past year.
We are also looking to Google Search for reassurance around being a good parent. Trending questions on “how to be the best dad” (up 354%) and “how to be the best mum” (up 258%) spiked over the last year. Navigating parenting and office life is, especially for women, something people are turning to Google for, with “how to balance being a mom and working” and “how to work full time and be a single mom” trending as
breakout searches over the year. Searches around parental guilt are also high, including “I always doubt my parenting abilities”, “how to deal with guilt from parents moving grandchildren away” and “why do I feel mum guilt for telling my children off?” spiking over the last 12 months.
Other trending questions on parenting, past 12 months, UK
- “what does gentle parenting mean?”
- “what is corporate parenting?”
- “how does society affect child rearing?”
- “how does adhd affect parenting?”
23% of UK adults are looking to make big lifestyle changes when it comes to their work life balance, with YouGov indicating that more than 1 in 10 (16%) turning to Google or another search engine first with questions about how to address this area of their life instead of asking friends, family or a colleague.
When questioning career conventions, correlating Google Trends data showcases rising popularity for those looking into creative vocations, with searches for “film director courses”, “interior design apprenticeship” and “djing course” spiking.
Trending searches on courses in the creative industry, past 12 months, UK
- “sign language courses”
- “online food photography course”
- “jewellery making course uk”
- “printmaking course online”
We are hustle minded too, with searches around how we can diversify our incomes, for example, “how to make extra money from home”. We are also seeking careers with flexibility, with a spike in searches for “work from home careers” and “flexible work from home jobs.”
More than ever before, women are looking to support each other in the workplace too, with Google Search interest in female mentorship increasing by +130% in the past 12 months in the United Kingdom - the European country which searched the most for the topic during this time. Peer mentoring for women was also on the rise, spiking by +250% in the UK in the past 12 months vs the previous 12 months.
Commenting on the research, Marcus Rashford who has spearheaded the campaign says: “The only way to truly educate ourselves is to ask questions. Questions that sometimes aren’t comfortable. That is where Google continues to play a massive role. Educating and informing us within a safe, non-judgemental, environment, and allowing us to understand one another better. I’m happy to lend my voice to the Google campaign, encouraging people to be inquisitive because it is being inquisitive and educating ourselves on cultural differences that will ultimately counter discrimination.”
Google Search organises the world’s information and makes it universally accessible, allowing people to discover helpful information about all topics. The purpose of Google’s “ItsOKToAsk” campaign is to encourage people to step outside of their comfort zone and ask people the questions that will bring us closer.
