Sunday, September 6, 2015

Tommee Tippee #ParentOn Campaign

According to a recent study by Tommee Tippee®, the fastest growing baby bottle brand in North America, moms-to-be and new moms receive a never-ending stream of parenting advice. In the just-released #ParentOn Poll, conducted by ORC International, a survey of 1,000 U.S. moms of children 0-6 found the majority (56%) report feeling "overwhelmed" by all that input. What new moms really want is more practical help.

Here's what to do with parenting advice from Tommee Tippee on Vimeo.

You can run, but you can't hide...  Although six in 10 moms (59%) report feeling empowered to trust their own parenting instincts, the unsolicited advice keeps coming. In fact, the #ParentOn Poll reports moms received "ridiculous advice" from a stranger (14%), mother-in-law (14%), their own mom (12%) or other family member (25%).  Some of that ridiculous advice?
  • "...If I stood on my head every day, I would have a boy!"
  • "Don't take the baby out of the house until age 4."
  • "...Prepare my nipples for nursing by rubbing them with a steel wool pad!!"
So, what DOES mom need?
  • Moms crave shut-eye, with 42% citing "more sleep" as the one thing that would have been most helpful to them as a new parent.
  • Weary moms are also hoping to grow an extra set of hands (13%) and magically acquire telepathic powers to better understand their baby's needs (13%).
A parenting generation gap
  • More than half of today's moms (54%) say they feel more pressure to be the perfect parent than their own parents did.
  • Although they're feeling more pressure, nearly half say they are more prepared than the previous generation (46%) and are having more fun than their parents (48%).

Trust your instincts and #ParentOn  With over 50 years of expertise, Tommee Tippee is best known for its award-winning Closer to Nature® baby bottle design. The company's mission is simple: to make everyday life easier for families everywhere. This philosophy extends beyond product design with the launch of #ParentOn, a multi-platform conversation where parents can share real parenting moments and find judgement-free support – not more advice.

This sentiment is the inspiration for Tommee Tippee's new #ParentOn campaign, a global initiative launching today, which has an ingenious answer to what to do with all that overwhelming advice: