Statement of the problem. The formation of conscious parenting involves systematic work with real and potential parents. In order for the system of psychological and pedagogical support of parents to be effective, it is important to understand the problematic field of modern parenting, current and potential requests for psychological assistance from the family. We believe that one of the ways to solve this problem is to study the social ideas of modern parents about various aspects of the phenomenon of parenting. The purpose of the article is to present a comparative analysis of the semantic cores of ideas about a “good mom” and a “good dad” in adults with and without children, as well as children themselves. Materials and methods. The methodological basis of the research was the concept of social representations of S. Moskovichi, generalized research in the field of social representations of Russian and foreign scientists (G.M. Andreeva, E.Yu. Volovikova, T.P. Emelyanova, L.G. Pochebut, E.V. Yakimova, J.C. Abrik, P. Verges, D. Jaudelet), as well as research in the field of parenting (A.A. Abramova, L. A. Gritsay, E. V. Evdokimova, O. A. Karabanova, R. V. Ovcharova, K. N. Polivanova, G. G. Filippova, etc.). The main methods were free associative experiment, content analysis, the method of semantic universals. A total of 96 people took part in the study. Research results. The core of the concept of “good” moms and dads, parenting in adults with and without children, and the children themselves, is love and care. The key indicator that parents are “good” for all groups of respondents is the quality of communication, relationships, and interaction. The perceptions of all groups of respondents about the roles of mom and dad are quite traditional and gender typical. Ideas about how parental love is expressed also correspond to traditional gender schemes: mom feeds and caresses, dad plays and is fun to spend time with. At the same time, it can be noted that in the view of respondents with children, the image of a father shifts from the typically masculine towards a combination of masculine and feminine qualities. The experience of parenting encourages parents to reconsider their ideas about the image and role of the mother. Conclusion. The greatest weight in all three groups of respondents was given to the characteristic of a “kind” parent. But we cannot say whether the respondents put the same understanding of this manifestation into the association. It can be assumed that one of the reasons for conflict interactions in the family is the different meaning that children and parents put into the concept of “kindness”. This requires additional study, and may be a continuation of our research. It can also be noted that the image of an “ideal” parent is perceived by potential parents as costly (in terms of time, emotionally, physically, etc.), which can be one of the reasons for postponing the birth of a child. Therefore, it is important to work with young people in the direction of correcting their social ideas about parenting.