Why we do what we do
As a team of parents, we understand the responsibility of raising the next generation of little humans and want to help you find your baby swag.
We’re on a mission to make big parenting decisions easy
Advice about parenting used to came from family and your local community. As modern parents, we’re constantly bombarded with information about what we should and shouldn’t do as parents because parenting has become a multi-billion dollar industry.
We’ve got books, conferences, blogs, TED talks, parenting gurus, social media influencers, family vloggers, mobile apps, Youtube, Reddit, Facebook groups plus 1000’s of scientific studies.
It’s incredible and overwhelming at the same time. And given the fast-paced world most of us live in now, there are more decisions that need to be made than ever before as a new parent. Some are big, some are small, some are life altering. They come at you fast and if you’re not feeling confident in your decision, it can really weigh on you. So isn’t having unlimited access to information the answer? Not really.
This access to information has created enormous societal pressures for modern parents to try to ‘keep up’ with the latest research, developing trends, and innovative products. But we’ve now gotten to the stage where there is actually too much information and too many products for any one parent to be expected to handle which is creating an entirely new set of problems for us.
That’s where we come in. We love learning about parenting strategies, products, trends, and the latest research that could improve our family life. Our team of research and product experts blend modern market research methodologies and product testing techniques to create the tools and resources we wish we had when we were new parents.
We’re busy researching everything from the importance of choosing your baby’s name, to understanding baby formula, to figuring out how AI is going to impact our kids. We’re going deep into all the big decisions that come at you in the early years of parenting.
Our beliefs on modern parenting
After researching some of the most important decisions we have to make as modern parents over the last few years, we’ve come up with some strong beliefs about why modern parenting can feel so fricken hard when in some ways it should be easier than ever. These beliefs ground us in what we do.
our beliefs on modern parenting
We weren’t meant to do this alone
In today’s world we enjoy more knowledge, more capability, and more resources than ever before, yet somehow parenting has never felt so difficult or so stressful.
We believe that’s because too many of us are trying to do it on our own. Humans were never supposed to raise their children alone. Don’t be afraid to ask for help or search for support when you need it.
our beliefs on modern parenting
The perfect parent does not exist
The messaging around parenting can be problematic. It can leave us feeling like we’re not doing enough or we’re not doing it right. We’re here to remind you that you are enough, and you’re doing a great job.
We believe that parenting is not about being perfect, it’s about doing the best you can with what you have, finding balance and asking for help when you need it.
our beliefs on modern parenting
Finding the right balance is key
We live in a world that is more connected than ever before while also being more isolated than ever before.
We believe parents need to embrace technology but also need to be aware of when and where to set boundaries, not only for our kids but also for ourselves.
