Graco UK has launched a new Family Matters campaign after research it carried out with Mother&Baby and First Time Mums to understand how the cost-of-living crisis is affecting homes with very young children.
The research – which was carried out in February 2024 with 846 mums – found that 90% of mums worry more about money once they are expecting or have a newborn and over half (51%) describe their feelings as anxious or worried. The top financial concerns are household bills (81%), affording childcare (61%) and returning to work after maternity leave (49%).
Two thirds (63%) of the mums revealed that finances are affecting their mental health, with just under half (46%) admitting it is affecting the relationship with their partner.
To deal with this pressure, many mums have made changes to their lifestyle. Over half, (59%) are buying second hand clothes and second-hand baby items (54%), cutting spend on days out (57%) and not taking holidays (50%).
In more extreme cases, 17% of the mothers have returned to work from maternity leave earlier than planned, almost two thirds (61%) have reduced their food bill, 8% have applied for social housing, 6% have sold their car and 4% have had to move house. In life-changing consequences, almost two in 10 (17%) have cancelled plans to extend their family.
The research compelled the team at Graco UK to help with the support campaign: Family Matters. Having kicked off on 17 June and running until 23 June, the brand is using its Instagram account to provide guidance on a range of subjects. Collaborating with parent experts who have a valued reputation for helping others with money concerns, guidance will cover a range of subjects.
Clare Seal (@myfrugalyear) will be sharing how she managed her mental health in times of uncertainty and pressure; Rachel Harris (@accountant_she) will be guiding on entitlement to benefits and credits and will be representing the campaign in an Instagram live with Mother&Baby; Beth Turbutt-Rogers (@budgettingmumofficial) will share advice on how to manage finances to live a full and rewarding family life and, to support the 44% of mums who worry about the cost of feeding their family; and Adam Shaw (@atdadstable) will guide through meal planning and preparation to engage children in healthy eating practices while managing a budget.
Graco UK is also proud to continue its support to the PANDAS Foundation, the charity that offers support to parents and their network affected by perinatal mental illness.
In addition to signposting parents to expert advice, Graco UK has also unveiled some good value retail prices on its most popular and new products including the Sweet2Sleep bedside cot and the Turn2Me i-size R129 spin car seat. In addition, the Near2Me 3-in-1 travel system, which includes the Near2Me Carrycot and the SnugEssentials i-Size infant car seat, now comes as part of a bundle deal with the Graco ISOFAMILY R129 car seat base.
“We strive to listen to parents and to respond to their needs,” commented Luisa Rollins-Svensson, consumer and trade marketing manager at Graco UK. “We found that 38% worry about the cost of essential baby items such as nappies and we were moved to hear that 70% of parents simply cannot afford the lifestyle they had wanted for their family. We are in a privileged position to work with a brand that creates reliable products at great prices and it’s very rewarding to be able to bring essential baby items to market so that more people can afford them.
“We are thrilled to be able to couple this with expert advice that we hope will truly help many new and current parents in need in the UK.”
