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GENERATIONS OF MOTHERHOOD

Modern mums are taking a leaf out of their grandmother’s books and are relying on strict 1960’s routines to raise their children, according to a new survey.

Babies born after the millennium are being taught set meal times, a strict bedtime routine and set naps during the day.

Advice from elderly generations coupled with scores of baby books such as “The Contented Little Baby Book” by Gina Ford and “Feeding your Baby and Toddler” by Annabel Karmel, has led to mums adopting a more stringent approach to motherhood.

The past 50 years have seen motherhood evolve from a structured rigid approach during the 1960’s to a more relaxed attitude during the 1970’s and 1980’s.

But mums of today are ditching the methods of their own mums in favour of their grandmother’s fuss-free methods.

Babies are even taken out and about more to ensure they get more than three hours of fresh air each day.

The poll of 4,500 mums of all ages, conducted by Kamillosan to celebrate the brand’s 75th anniversary, revealed that modern mums find it difficult to practise a relaxed attitude towards raising their children.

Feeling under pressure to get it right, 79 per cent of mums of today say they have read tons of books about the best way to raise their child.

And 38 per cent rely on their grandmother’s experiences and tales of old.

As a result, 55 per cent of babies today are woken by their parents at a set time every morning.

Two thirds will then go on to eat their breakfast, lunch and dinner at set times during the day, and 57 per cent will have one or two scheduled naps.

In the evening the average mum will bath baby, give them a bottle of milk and then settle them in bed after a bedtime story and nursery rhyme.

And once a fortnight the average baby is taken to the health visitor to measure height and weight.

A spokeswoman for Kamillosan said: ‘Surprisingly motherhood trends have gone full circle with today’s mums replicating the strict baby routines that were adopted by their grandparents. New mums today adhere to the same set meal and bed times that their grandmothers once followed as well as singing the same lullabies. However, not everything has stayed the same, new mum’s today supplement their grandmother’s advice by visiting internet parenting sites to source information. They also prefer to follow government guidelines with regards to car seat safety as the survey revealed a large majority of grandmothers used to travel in the car with their baby on their lap. Despite motherhood changes over the years, Kamillosan is still trusted by new mums and midwifes and has been for over 75 years.’

But despite the fall back to routine, there have been some major developments in the way women approach motherhood since the 1960’s.

Most importantly, mums of today have the added pressure of juggling part time jobs and motherhood.

However, although they didn’t go out to work, 52 per cent of Sixties mums did send their children to a playgroup or childminder or nursery of some sort.

Today’s mums are more likely to breast or bottle feed on demand, believing that a baby under six months should be fed whenever it is hungry.

And although Sixties mums fed a on a strict four hourly routine – if their baby was screaming for milk 67 per cent would give in and feed the child regardless of the time.

Government guidelines for children’s car seats are stricter than ever before – which is why 86 per cent of mums are absolutely stringent with making sure their baby is travelling in the correct car seat.

Fifty years ago, only 57 per cent of mums would worry about the way their baby travelled in a car, and 41 per cent frequently just had the baby on their laps.

ENDS

Kamillosan Chamomile Ointment costs £4.95 for 50g and is available from major Boots stores, ASDA, Tesco, Mothercare and leading independent pharmacies.

For more information visit www.kamillosan.co.uk

Notes to editors:

Kamillosan Chamomile Ointment wins Highly Commended Award
An independent trial of breast treatments awarded Kamillosan Chamomile Ointment a TIPS® Highly Commended Award.

The TIPS Award Scheme carries out independent market research into products within the baby and toddler market. The products are tested by highly motivated parent testers who sign up voluntarily.

All skincare products, tested by a panel of independent TIPS parent testers, must comply with strict criteria to contain none of the following: Sodium Lauryl Sulphate (SLS), Sodium Laureth Sulphate (SLES), propylene glycol, parabens or triclosan.

The various TIPS Award categories include: nursing bras, TENS machines, baby wipes, skin care products, breast pads and breast treatments. The latter category is where Kamillosan was judged.

For more information or product photography, please contact:

Kate Screen – kate.screen@tiger-white.co.uk / 020 7202 8520
Angela Read – angela@tiger-white.co.uk / 020 7202 8520


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