'BRAVE FACE' OF NEW PARENTS MASKS NEED FOR HELP ! Almost 79% of new parents found the first three months of parenthood much harder than they had expected, yet over 90% admit to exaggerating how well they’re coping, according to new research released today by Kiddicare. The study of 1,000 new parents¹ revealed that 41% of parents wouldn’t accept or ask for help from family members or friends for fear it showed they were not coping; preferring to put on a ‘brave face’. Despite this admission, new parents did overwhelmingly (98%) say they would welcome more realistic advice and experiences from others that have been through it themselves. Even with all the mod cons of the 21�� century, 84% believe parenthood is harder today than for previous generations. Images in popular culture of the ‘perfect parent’ successfully juggling family life and work, whilst looking effortlessly chic, mount further pressure on today’s new Mums and Dads, according to 92% of those surveyed. Vicky Shepherd, Content manager, Kiddicare, said, "It may seem strange that people who are finding parenting tough are reluctant to ask for help, but the pressure to prove you can do it all on your own is very strong. The research shows that what can really help is hearing the experiences - both good and bad - of other parents that have already been through it themselves. People are telling us they don't want this sugar-coated - they want to hear both the amazing highs and surprising lows." In response, Kiddicare has launched a new free website called 'What I Wish I'd Known' (WIWIK) with the aim of gathering real experiences and handy hints from recent parents. Mums and Dads are being invited to share their stories at www.kiddicare.com/wiwik or via social media using the hashtag #wiwik.
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Forming a stronger bond with your partner (36%) Feeding time with your baby – bottle or breast (22%) Meeting other parents/forming new friendships (14%)
The five greatest challenges of becoming a new parent; 1. Lack of sleep (69%) 2. Financial pressures (35%) 3. Relationship problems (31%) 4. Getting out of the house with your baby (30%) 5. Pressure to know all the ‘answers’ (22%) To celebrate the incredible journey that is parenthood, Kiddicare is working with three inspirational parents; campaigner and TV presenter Katie Piper, paralympian Dame Sarah Storey and Apprentice finalist Claire Young. Here they share their 'What I Wish I'd Known' (WIWIK) experiences. Dame Sarah Storey and Paralympic cyclist; Breastfeeding determines your day completely! We feed on demand but it's incredibly rewarding seeing her grow entirely from my milk #wiwik Katie Piper, campaigner and TV presenter; I should have got new, comfy bras straight away. I thought maternity bras would be really frumpy, I didn't realise they were so nice! #wiwik Apprentice finalist Claire Young; There are still negative points to being a single parent, but it's the most challenging & rewarding role so should be celebrated! #wiwik
Vicky Shepherd, Content manager, Kiddicare, concludes "Just knowing others are in the same boat can be a huge relief for new parents and we're hoping WIWIK will play a small role in helping parents navigate some of the challenges as they begin their amazing journeys." Other insights from the research:
About Kiddicare ● Baby specialist Kiddicare was established in 1974 and became part of the Morrisons family in February 2011 ● There are 11 family friendly Kiddicare superstores around the UK ● Kiddicare has won multiple awards for excellence in online, delivery, product range and customer services from influentials including Which? , Retail Systems and Tommy’s. Most recently Kiddicare scooped the Retailer of the Year accolade at the prestigious Mother&Baby awards ● Over 1m customers visit Kiddicare.com each month
The five best things about becoming a new parent; 1. The little things – the smiles, the cuddles and gurgles (71%) 2. Bath time (43%)
For more information to to find your nearest store, please visit: www.kiddicare.com
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