The Carry On Hypothesis
To be proven right or wrong
A hypothesis is defined as “a proposed explanation made on the basis of limited evidence as a starting point for further investigation.” With the launch of Carry On, this is mine.
My hypothesis
as of Q2 2023
Given the rise of social media and the democratization of travel in the 21st century, more people than ever before in history consider travel to be a part of their identity. Millennials are particularly prone to this belief.
In the past few years, more millennials have been having children and, due to the pandemic, have not been able to travel as much as they’d become accustomed to or have wanted to in recent years. Some millennials are even delaying the decision to have kids based on the desire to travel as much as possible prior to doing so. Additionally, due to the rise of remote work, many millennials have moved away from their families of origin, necessitating travel to see the important people in their lives.
For these reasons, there is a pent-up demand for content that addresses traveling with kids.
Upon eventually having kids, new parents have a need for information, resources, stories and community that make their life easier and provide an encouraging but realistic stance on how travel changes in this stage of life.
Never before has traveling with kids been as relatively easy as it is today thanks to the internet for simplifying travel research & planning, the ability to work remotely, the option to get flight deals and use points, and so on. And yet, traveling as a parent is a complicated undertaking and requires significant research, additional gear and logistical adjustments to pre-kid travel planning. The mindset of traveling post-children varies greatly from someone traveling without kids.
Because travel is a part of millennials’ identity, it will continue post-kids for this generation and there is a white space in the content market for a well-designed, well-organized resource that not only provides narrative behind the experience of traveling as a parent, but also breaks down the logistical barriers that cause new parents concern when considering travel.
While there is a fair amount of short-form video content popping up around this subject, it exists mostly in the format of “best of” or “how to” lists and quick hits to garner views; there is no existing resource that is rooted in thoughtful writing and speaks to the unique challenges of this specific group of people while endeavoring to build community. Carry On will fill this space in the market and over time will grow a loyal audience, with future opportunities for community-centered features and the development of premium content.
Evaluating the hypothesis
The steps to test a hypothesis and my notes for each stage are outlined here.
Formulate hypothesis: See above.
Design the experiment: Carry On will be published weekly to provide value for and facilitate community amongst parents who love to travel.
Collect data: Audience growth and engagement will be evaluated over time.
Compile learnings and draw conclusions: The form of Carry On will evolve as the audience response comes to light.
Let’s go.