For many new mums and dads, sharing snaps of their adorable offspring is one of the highlights of parenthood. But research shows a strong divide between parents who see no issue with 'sharenting', and those who are opposed to it. It's exposing the challenges of parenting in a post-internet era.

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, 94% of parents who use Facebook share, post or comment online, but with pictures of kids dominating feeds, ‘sharenting’ is raising concerns over privacy. Enter Baby Snap – an app that lets mums and dads chat and share videos of their tiny tots with other family members.

Wearables perform various different functions, all embedded into everyday products like watches and shoes. So, should they be positioned as tech or jewellery in-store? Marketing professors Michael Solomon, Marzena Nieroda and Mona Mrad spoke to salespeople at major UK retailers to find out.