Becoming a parent for the first time is a joyous occasion – but it's also highly stressful. With so many conflicting sources of information at their fingertips, it's unsurprising that women often feel anxious about being a good mother. How can brands lend a helping hand at this time?

In the US, 83% of new mums are Gen Yers, and though 88% of this generation want to avoid becoming a ‘helicopter parent’, many are happy to use tech to check on their kids. In the second of a two-part report, we ask if more dads will take paternity leave, and look at the rise of the ‘drone parent’.

Between dirty nappies, sleepless nights and screaming kids, being a parent is tough. This is a time when having a good support network is key, but 82% of mums find it difficult to make friends. Enter Hello Mamas, a social networking platform that connects mothers in a bid to form friendships.

For mums and dads, getting dinner on the table after an eight-hour day at the office is a complicated task. It’s even more difficult to ensure that they’re giving their children healthy and nutritious food that they will actually enjoy. So how are busy parents feeding their kids?