In a move towards realistic portrayals of parenthood, a Pampers campaign highlights the overwhelming life changes that come with having a baby. As people increasingly crave authentic advertising that’s in touch with their realities, brands can offer a supportive arm during life's milestones.

Starbucks is extending its parental care policy for US employees by providing them with emergency subsidized childcare. The perk shows the brand's continued commitment to employee welfare, helping to remove a common stressor for parents trying to balance family life with work.

Raising a family has always been expensive. But for many moms and dads in the US, squeezed budgets and rising social pressures mean they’re having to get creative to make ends meet. How are brands and fellow parents helping families to care for, feed, and clothe their little ones?

Lidl is a German ‘hard discount’ supermarket chain that set up shop on British shores in 1994. Since then, it has quietly – but dramatically – altered the landscape of grocery shopping in the UK. With online shopping being king across industries, how is Lidl continuing to attract loyal customers?