Parents, Connected

To reassure, never replace in this new era of connection

‘Parents, Connected’, shines a light on one of the most profound yet unspoken challenges of early parenthood: exhaustion. A baby’s cry, compounded by sleep deprivation takes a quiet toll on both the body and the mind of new parents.

Long, broken nights impact physical recovery, emotional resilience, confidence, and mental wellbeing at a time when parents are navigating one of life’s biggest transitions. Our research has found that sleep deprivation is the biggest challenge of early parenthood, with over four in ten parents (43%) citing lack of sleep as the hardest part. A quarter said their baby’s crying was their biggest struggle, and almost three-quarters (74%) found crying far harder than they ever imagined it might be.

These challenges certainly take their toll. 69% told us it made them feel sad, 47% anxious, and 41% frustrated when they couldn’t soothe their baby. Night time crying was the hardest scenario for seven in ten parents (72%), while public crying caused stress for one in three (34%)

New parents are increasingly turning to digital platforms for research and reassurance and through ‘Parents, Connected’, we show how thoughtful tech innovation can support families while never replacing what matters most: human connection. We worked with Mother & Baby magazine to uncover these insights and we found that when the going gets really tough, we still reach out to each for support.

In Parents, Connected we have collaborated with Cry-sis, a charity that supports families coping with excessive crying, Fox and the Moon, who offer child-led sleep guidance, and once again PANDAs, the leading charity supporting parents suffering with their emotional wellbeing.

Together, these expert voices and real-life parents form Parents, Connected so you can feel informed, supported and connected through the moments that matter most, because no one should navigate these early days alone.

PANDAS explains why life with a newborn can feel overwhelming

A woman outside in the countryside smiling at the camera holding a baby in a baby carrier.

Discover why crying doesn’t mean you’re doing something wrong

Fox and the Moon explore matrescence – the transition no one tells you about

Managing sleepless nights and getting a few minutes to rest, Shauna shares her story

https://vimeo.com/1189445275?fl=pl&fe=cm

Discover the little things that made a big difference for Rachel

A group of mums sitting round a table talking, some are holding babies with books, wipes and bags on the table between them. With the word Play over the top of the image.

The Mum Club hosts a brunch with Cry-sis to encourage honest conversations around motherhood

Cry-Sis Blog

Cry-Sis Blog: Cry-sis helps families through the toll of persistent crying and exhausting nights. Their volunteer run helpline, staffed by people with real lived experience, gives parents a safe, understanding place to feel heard, supported and less alone.

Fox and the Moon Blog

Fox & The Moon focuses not on teaching babies to sleep, but on understanding why they’re crying and what’s making rest difficult. Through gentle, tailored 1:1 support, they help families uncover the root causes and move forward with confidence.

First Time Mums Blog

First Time Mums UK is a thriving community of 140,000+ engaged new mums, connecting across social platforms and through its blog to share support, trusted advice, news, and insights for parents at every stage.

Charities We Love

Introducing the charities PANDAS and Cry-Sis, which we trust to support babies’ sleep and parents’ wellbeing. Both organisations offer expert guidance, practical resources, and compassionate support for families navigating the challenges of early parenthood, helping to provide reassurance, advice, and a sense of community when it’s needed most.

PANDAS

Provides vital emotional support for parents experiencing perinatal mental health challenges, including anxiety, depression and the impact of disrupted sleep. Their helpline, community groups and resources offer reassurance when it’s needed most.

Cry-sis

Helps families through the toll of persistent crying and exhausting nights. Their volunteer run helpline, staffed by people with real lived experience, gives parents a safe, understanding place to feel heard, supported and less alone.

The Eluma Range

Our Eluma Range, equipped with Cry-Detection Technology, act as an extra pair of hands, gently adapting to help settle your baby and bring moments of calm. More than soothing, the Eluma Range supports parents too — easing the emotional toll of crying a bringing comfort when it’s needed most. Designed to reassure, never replace.

Eluma Nest

Designed with you in mind, Eluma Nest lends a helping hand when you need it most, offering gentle, responsive comfort to support your baby’s sleep. When your little one stirs, the Cry Detection Technology gradually adjusts soothing motions and calming sounds, working alongside you to create more peaceful nights.

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Eluma Nest

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Eluma Sway

Sometimes, you need an extra hand and Eluma Sway is here to help. Thoughtfully designed to mimic natural soothing motions, it features Cry Detection Technology that cleverly uses a built-in microphone that listens for your baby’s cries and automatically adjusts the swing’s settings to help calm them.

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