When Millennials entered parenthood, helicopter parenting trends were in full throttle. But a small site called Babble tapped into a nascent undercurrent:
“We can’t find a magazine or community that speaks to us as new parents. Every publication we encounter presents procreation as a cute and cuddly experience, all pink and powder blue, at best an interior decorating opportunity, at worst a housekeeping challenge. None of it is true to the experience we are having.”
Babble grew to win major awards as a top website, and was since acquired by Disney. The site exposed the raw honesty of parenting, giving other brands permission to expose old cliches and question long-held standards and expectations.
This week Tommee Tippee (maker of baby products) is telling new moms to take all that unwanted parenting advice they’re getting and wipe their baby’s butt with it. “Take a Deep Breath and Trust Yourself” #ParentOn