NCT and Pampers are working in partnership to conduct a ground-breaking study that focuses on parents’ experiences within the first 1,000 days and babies’ development. The two-year, longitudinal study – the first of its kind - will identify areas where Pampers and NCT can better help support parents & babies across the UK.
Pampers and NCT, working in partnership to support parents and babies in the UK
Generations of families are coming closer together, according to new research today from Pampers and NCT that shows over two thirds of parents (66%) feel grandparents are the most important support for them and their baby, after themselves. Evidentially, from cheaper childcare to simple parenting advice, a growing number of new parents need their own mum and dad around for support.
The survey, commissioned to launch the Pampers Love, Sleep and Play campaign, highlights the modern truths that parents are identifying about their baby’s development and how they differ from previous generations. The campaign reinforces Pampers’ belief that there are many ways to raise a baby, none of which are right or wrong, but fundamentally, what matters most for their happy, healthy development is Love, Sleep & Play.
The survey of 2,000 adults with children aged 0-5 years old shows that new babies are becoming the centre of families once more, even helping to bring them closer together. Apart from grandparents, 43% rely on support from brothers and sisters, 27% from aunts and uncles and 12% from their cousins. Interestingly, 17% also get vital assistance from friends to help with the development of a child during those crucial early months and years.
Whilst many new-born babies do not sleep through the night at first, the research also shows that 35% of parents believe that getting their baby to sleep through the night is one of the most stressful things they have to conquer, and a sign of successful parenting.
When it comes to playing with their babies around half (55%) of parents think this is very important to ensure their healthy, happy development. Contrary to the increasing rise of digital toys in modern Britain, half of parents (49%) say that when they do play with their babies they prefer traditional types of play like singing, clapping and reading.
Family GP, and the Pampers Love, Sleep & Play panel expert, Dr Ellie Cannon, said: "The research clearly indicates a need to further support parents and babies in the UK. This support should come in helping parents to build their confidence and to trust their instincts, but also providing information and tips to ensure the happy, healthy development of baby.”
Belinda Phipps, CEO of NCT, said: “Keeping up-to-date with the concerns and challenges for parents today is essential to the work of NCT and this new study will allow us to do exactly that. The initial survey has already highlighted some important themes, from relationships to balancing work and play. We are eager to explore these in more depth with this wider study so we can ensure that parents are getting the best possible support for those crucial first 1,000 days.”
Based on the needs identified by this research, and existing literature, Pampers and NCT have committed to working in partnership to conduct a two-year study that focuses on parents’ experiences within the first 1,000 days and babies’ development. The two-year, longitudinal study – the first of its kind - will identify areas where Pampers and NCT can better help support parents & babies across the UK.
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Survey conducted on behalf of Pampers and NCT by OnePoll, on 2,000 parents in the UK with children aged 0-5 years, from 17.04.13 – 26.04.13
To learn more about NCT's First 1,000 Days click here