With the advent of molecular genetic data and complementary analyses techniques, it becomes possible to integrate DNA into (standard) social demographic research and to ask new research questions for the very first time. In this talk, I will give an overview of new insights we can draw given these opportunities. I will discuss genetic discovery (GWAS) for social science outcomes such as educational attainment and fertility behaviour, give examples of genetic confounding across generations, gene-environment interaction, causal analyses using genetic information and discuss how we can answer old and persisting questions about genetic effects on social behaviour.