The purpose of this study was to explore how parents navigate sex‐related concepts with their young children. This study used feminist phenomenological research methods for data gathering and analysis. Social development theory and a positive sexuality framework were also used in the study design. The participants included 13 parents (mothers and fathers) of at least one child aged 3–11 years old. The researchers performed semi‐structured, individual interviews and data analysis included developing themes that illustrated the essence of parent understandings about the phenomenon. Two themes emerged from the data analysis: it's awkward stuff and my parents never talked with me. The findings illustrated the relationship between the parents' perceptions and social development theory and a positive sexuality framework. Feminist analysis revealed gender differences in how mothers and fathers approached sex‐related discussions with their children. Implications for practice, policy and research were included.