• As new research explores how parenting ‘villages’ have evolved over the past five decades, one in ten (11%) say they rely on AI for advice on raising their child

• The survey also found that nearly half (46%) believe that the previous generation of mums had more support thanks to having bigger villages

• “My perfect village was left shattered”, says Hannah Cooper-Dommett who fronts MAM Baby’s Be the Village campaign after her mum was diagnosed with a brain tumour ahead of the birth of her son

24th March 2026 - Silence isn’t always golden, especially for new mums, as research revealed today by MAM Baby has found that on average, women go 2.4 days without human conversation following giving birth, with nearly one in 10 saying they went a week or more without any in-person dialogue.

The research of 1,000 new mums found that nearly three quarters (73%) agree it takes a village to raise a child in 2026, whilst almost half (46%) believe that the previous generation had bigger support networks. Heartbreakingly, one in 50 of those surveyed revealed that they felt like they didn’t have anyone they could turn to.

Despite physical ‘villages’ shrinking, the research has found that first-time mums are increasingly turning to their ‘virtual villages’ for support with one in ten (11%) saying they relied on AI for advice on raising their child.

To mark MAM Baby’s milestone 50th anniversary, the leading global manufacturer of premium baby products has unveiled its latest campaign, Be the Village, which explores how parenting 'villages' have evolved over the past 50 years whilst encouraging new parents to join forces to become each other’s support networks.

WhatsApp groups were also found to be a source of support with 29% of new mums saying they’ve turned to their chats ahead of midwives (26%) when looking for guidance.

To support new mums feeling isolated, MAM Baby has launched its first WhatsApp channel, The MAM Village. The channel will offer pre and postnatal advice to parents through the MAM network of Health Care professionals, and talks from perinatal mental health charity, PANDAs.

After the research found new mums in the North-West of England were amongst those who rated the size and quality of their villages the poorest (12% vs 8% national average), MAM Baby has unveiled it’s Be the Village installation in Liverpool City Centre, also the home to the UK’s busiest maternity unit.

The installation, which was revealed by model, presenter and soon-to-be mum of two, Hannah Cooper-Dommett, is a series of letters from 50 first time mums, including herself, to the next generation of parents. The letters highlight the raw, honest truth, of what it’s like to become a mum for the first time, detailing both the highs and the lows. The aim of the letters is for expectant and new mums to feel comforted and realise they’re not alone on their parenting journey.

Hannah said ““I LOVE a plan and I felt prepared for birth. What I wasn’t prepared for was the mental Olympics that kicked off the moment Wilde arrived. But I quickly realised you’re not meant to know everything—and, honestly, people really will show up for you.

I always imagined my mum to be a pivotal member of my village. Plot twist: she was diagnosed with a brain tumour and subsequently had a stroke. My picture-perfect village? Shattered. Suddenly, I was left rebuilding it from scratch. But I did—and that’s why I’m so passionate about MAM Baby’s campaign. Because mums don’t need to do it all alone, and sometimes the most beautiful support comes from the people who show up when you least expect it.”

The research also investigated the biggest stresses for new mums with nearly a quarter (23%) saying feeling isolated or lonely were amongst the leading causes.

As a leading expert in parenthood transitions, Professor Tina Miller at Oxford Brookes University believes the top 3 reasons for isolation following the birth of a child are:

• More of a reliance on mothers to raise their child by themselves in the modern day due to generational changes e.g. family size, living further away from support networks, grandparents working beyond retirement age

• Fewer women having a motherhood ‘apprenticeship’ – never previously being involved in raising a child following decreases in family sizes meaning the first time they’ve experienced hands-on care for a newborn is with their own, making it feel overwhelming

• Perceptions of what being a “good mother” is like based on what is portrayed on social media

Professor Miller added, “When we hear that new mums can go days without a real, in-person conversation, it’s a sign of how much motherhood has changed. Families are more spread out, many households need two incomes, and day-to-day help from relatives or neighbours isn’t always there. At the same time, mums are often expected to carry most of the responsibility and to ‘get it right’ — and social media can add to the pressure by promoting a ‘perfect mum’ image that makes normal worries feel like personal failure.

“That’s why rebuilding ‘the village’ matters — not just in theory, but in practical, everyday ways. Support can come from people close by, but it can also come from trusted digital communities, like WhatsApp groups, which can offer reassurance at any hour. The key is making it easier for parents to share the lows as well as the highs of early motherhood, ask for help without fearing judgement, and feel less alone behind closed doors.”

MAM Baby’s Be the Village installation will be available at Liverpool Central Library from 30th March to 5th April where visitors can read the letters written by first-time mums to the next generation of parents.

The MAM Village Channel is available to join now at the following link: themamvillage.com/join.

For more information about MAM Baby, please visit www.mambaby.com

- ENDS -

Media Enquiries:

For more information, additional data or interview requests with Professor Tina Miller, MAM Baby, PANDAs or case studies please contact: Mambaby@stripecommunications.com

Additional research findings

• Mums said the top three things they were after from their support networks were:

o Reassurances they were doing a good job as a new mum (39%)

o Someone to help with the household chores (38%)

o Being asked they were rather than the baby (36%)

• A focus on self-reliant parenting (40%), family distance (24%) and no longer having close relationships with neighbours (19%), were amongst some of the reasons that new mums felt generations before them were better off when it came to their support networks.

About MAM Baby

MAM Baby is a leading global brand in premium baby products, specialising in feeding, soothers, and oral care. Since its founding in 1976, MAM has been committed to the wellbeing, health, and safety of babies, combining medical expertise with innovative design to support babies’ individual development and make life easier for parents.

As a worldwide leading manufacturer of premium baby products, MAM invests significant care and attention into every product, combining function, design, and uncompromising safety standards. The premium quality of its products is of utmost importance—without compromise. This commitment was recognised in 2019 when MAM was honoured with the EU Product Safety Award. To find out more and view MAM's baby care range of award-winning soothers, bottles, cups, teethers, oral care items, coordinating accessories and gift sets visit www.mambaby.com

Logo

Images

Tags

More Like This

Momcozy Successfully Concluded Mother's Day Campaign "Momcozy Village" Supporting Motherhood

Momcozy partners with The Modern Midwife to tackle mums' biggest feeding concerns

"Momcozy Village" Campaign Elevates Support for Mothers with Upcoming Events and Initiatives

Onoco Reveals Surprising Truths About Modern Fatherhood: Are Dads Doing Enough?

Momcozy Celebrates Motherhood with "Momcozy Village" Event at Babylist Beverly Hills

Momcozy in 2023: A Triumph in Motherhood Support Worldwide

Momcozy Concludes Successful Breastfeeding Month Campaign: 'Breaking Breastfeeding Barriers' Empowers Mothers

2026 WORKPLACE WARNING: PERFECT STORM PUSHES WORKING PARENTS TO BREAKING POINT