‘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.
