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Collage of a diverse group of parents with their babies

Listening to new parents

One thing all parents know is that nothing about parenting is exactly what you expected.
So to better support and understand today’s new parents, we started at the beginning: we listened.

You're doing brilliantly

Now, of course, the hard work really begins. You've probably already had plenty of unwanted baby advice from friends and family about how they would do things differently, especially when your baby is having a good cry. The important thing is you're doing it your way, and you're doing it brilliantly (even though you might not always feel you are).

Mother holding baby and mother and baby laughing

How you feel is totally normal

Whether you’re a mum or dad on their own or with a partner raising your little one is exhausting and challenging, it can be frustrating and, well, just crazy busy. Your emotions will swing back and forth (you might even burst into tears mid-nappy change yourself). You’ll have moments when you feel anxious and worried, not just about your baby but about money and work, all sorts of things. You might feel guilty, that you’re being judged, even lonely. Remember, the ‘perfect parent’ doesn’t exist, and the good news is all of your feelings and reactions are absolutely normal, whatever normal is these days!

Doing it your way

You’re different from other mums and dads, and your baby is different from other tots too. You’re doing it your way, and you’re making the right choices for you and your baby (and you’re doing a fantastic job).

Dad sat down on the street with his hand on a buggy

A bit of extra help


We know sometimes mums, dads and parents-to-be might need an extra bit of help, especially when things don’t always go to plan. That’s why we’re here for you every baby step of the way.

So welcome to our Smart parenting programme offering the latest expert advice and support whether you’re expecting, a new parent or are on baby number five. We hope it will provide support when you need it, bring fresh insights into the changing world of parenting and hopefully help you make the right decisions for you and your family.

The Mother of all checklist app - Welcome to smart parenting

How to parent like a pro with the Mother of all Checklists

Checklist tool

Baby on the way / in your arms, and worried you don't have a clue? (No one does, shhh.) Check out our Mother of all Checklists free web app to help you win in every aspect of modern parenting.

Co-created by experienced parents to help you stay on top of your to-do lists during pregnancy and all the way to toddler-hood. From ideas on what to pack in your hospital bag, or questions to ask at ante-natal appointments - if it’s helpful, it’s here.

Try the app

There's no wrong answer

Quiz tool

There is no such things as the perfect parent and all of your feelings and reactions are perfectly normal. Try the quiz, there is no right or wrong answer – just remember you’re not alone.

Learn more about parenting index

Parenting... It's a whole new language

Definition tool

Introducing the parenting dictionary of new words, a fun look at the new language of parenting