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’.

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?

Gen X women are often ignored by brands, who tend to target Boomers and Gen Yers. But they have a lot of spending power that isn't being tapped into. Enter The Midult, a site dedicated to giving these women a voice and defying stereotypes about what it means to be a Gen Xer today.

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?