Parents interacting with their baby

New research from HiPP Organic shows that a number of parents face similar challenges when it comes to bonding with their baby*. In fact, 75% of parents have expressed that they're worried about bonding with their baby. But despite this shared concern, nearly 2 in 5 parents find it challenging to openly discuss the hurdles of parenthood with their friends and family.

Breaking the silence: fostering open conversations

Mother looking at her baby

Recognising the need for a supportive community, HiPP Organic proudly presents 'The Parenting Connection'. This campaign is more than a conversation starter; it's a movement dedicated to embracing both the joys and challenges of the parenting journey.

As pioneers in organic baby nutrition, we are committed to providing essential support to empower parents on their unique journeys. Our mission is to dispel the myths of perfection and assure parents that the journey to bonding unfolds in myriad ways.

Insights into the heart of parental concerns

A mother touching her baby's face after bathtime

Digging deeper into our study of 2,000 parents, we found that the worries surrounding bonding stem from feeling overwhelmed (39%), concerns about attention to other children (15%), and a fear of rejection (12%).

However, to help ease these concerns, 87% of parents believe that improving communication with their baby is important for their overall well-being and parent-child bond, with 90% of mothers and 83% of fathers agreeing.  

'The Parenting Connection' is here to address these concerns head-on, offering guidance and support to parents.

Bethany's story

"I felt worried about connecting with my newborn baby as I already had an 18-month-old, and I was concerned I would never feel the same as I did with her! I soon came to realise that this is actually a really common feeling between mums who are having a second child when their first is still young. However, there was nothing for me to worry about, because as soon as she was born I had that connection and it felt amazing.

But that doesn’t mean it didn’t come with its challenges. The first few weeks of juggling a newborn and a toddler wasn’t easy. But with a bit of distraction for my toddler and some special time together, she soon got used to the change. 

A tip from me is to tap into supportive resources – I actually read a handbook about dealing with a toddler and a newborn and it really helped."

Parents cuddling their baby

Understanding your baby: resources at your fingertips

‘The Parenting Connection’ campaign is more than just an initiative for us; it’s a commitment to creating a supportive community where parents can access free advice from our in-house experts in the BabyClub. By continuing to offer these tools, we hope to alleviate some of the overwhelming feelings that parents often face so that we can make their parenting journey a little smoother.

Register for free now

Top 3 ways parents bond with their baby

  1. 89% eye contact
  2. 80% bath time
  3. 90% talking to their baby
Skin-to-skin infographic
Understanding your baby's needs infographic

Luke's story

"As a first-time dad, I struggled to emotionally attach to my baby during the first couple of months as I was going through depression. 

At the start, she used to cry constantly and this really affected my bonding experience with my baby. However, after working through it together with my wife, she eventually turned a corner and smiled at me. I’ll never forget that moment – it meant a lot to me. Being able to finally connect with my baby helped me get through my personal demons.  

I want other dads to feel comfortable in reaching out for help if they are struggling and need support. I promise it does get easier."

Mum reading a book to her baby

Expert advice and personal stories await you

Discover case study stories, expert advice features and a wealth of resources. Our digital hub is designed to equip you with insights, tools and support to navigate the beautiful complexities of parenting.

Visit the Advice Hub

*Results are based on a survey conducted by Censuswide, an independent market research consultancy, in October 2023 with 2,000 parents in the UK. In this research, “parents” also refers to caregivers, including biological and adoptive parents, step-parents, foster parents, and other caregivers.