Ahead of World Mental Health Day (10th October 2025) new research undertaken by the world’s fastest growing premium stroller brand, Joolz, has revealed that a staggering amount of parents' experience stress every day; with an overwhelming 84% of parents worldwide admitting to feeling regular stress related to their caregiving role.

 

Half of parents asked regularly feel overwhelmed by the responsibility, and 73% say they often feel like they’re falling short. Whether impacted by self-doubt, sleep deprivation, financial strain or general worries about their child’s health and development, daily stress is clearly an issue impacting the majority of parents across the globe, with only 3% of parents saying they rarely feel it.

 

Top 4 sources of stress revealed in the new survey of more than 2,000 parent worldwide:

• 73% worry they're not doing enough for their kids
• 61.5% report concern about their child’s health and development
• 60.2% worry about financial costs
• 58.5% reported that they do not get enough sleep which affects their mood and relationships (affecting a massive 73% of parents from the UK)

 

Other stressors include struggling to juggle responsibilities (58%) and feeling overwhelmed by the responsibility for their child’s development (53%). Nearly half of parents (48%) also say they feel emotionally overwhelmed by their child’s behaviour. Parenthood also impacts relationships: 48% report frequent conflicts with their partner or co-parent, and 42% feel judged by others. Lastly, 47% second-guess themselves due to social media.

 

Understandably, diagnosable conditions such as postpartum depression are at the centre of conversations around parental mental health, but while this is a critical issue, the everyday stress that parents are citing can go unaddressed, despite the fact It is clearly affecting thousands of parents globally.

 

“It is clear from these results that although social media and advertising often portray parenthood as a ‘walk in the park’, the reality tells a very different story. Many parents face stress, exhaustion, and isolation—yet no one is talking about it and this needs to change.” said Irene Muller, Marketing & Brand Director at Joolz.

 

The first 1,000 days of a child—from conception to second birthday—are crucial for their lifelong health, learnings and well-being, yet if parents are regularly stressed, this will naturally be impacting the day to day. To this end, this World Mental Health Day, Joolz wants to break the silence around this unspoken daily struggle and uncover meaningful insights in a bid to support parents.

 

“We believe that parents who feel supported, informed, and seen are better equipped to create a stable and nurturing environment for their children to grow up in. That’s why we’re committed to helping families during this formative period — because a strong beginning can change everything. Giving every child a promising start: that’s what drives us.” Irene Muller added.

 

With a huge 71% of parents in the UK specifically highlighting they use educational content such as blogs and podcasts to support with parenting, it’s key to offer as much easily accessible expertise for parents to access when needed.

 

Aware of the key role it plays at the start of the parenting journey, Joolz is not only ensuring its branding, content and imagery offers a true representation of parenthood and providing thoughtfully designed strollers… it has also created the Parenting Hideout, a wide-reaching support system engaging parents both on and offline. At Joolz.com, the hideout is bursting with expert-led content, and offline, through community events to keep the ‘real parenting’ conversation going.

 

Unsurprisingly, in the same survey 76% of parents shared that they find comfort when other parents share about challenges they face, with 58% said they wish they had someone to talk to when they are stressed – the Joolz Parent Hideout hopes to address this and more.

 

‘Sometimes just feeling seen and not judged goes along way’

-Quote from a survey participant

 

To support parents, the community driven Joolz Parent Hideout offers resources, inspiration and a place for parents to connect and share their experiences. It’s all about promoting honest conversations – the highs, and the lows, through 3 categories, pre-baby, newborn and parenthood unlocked. Offering parental talks, tips and life hacks, expert led blogs and product advice/recommendations, the Joolz website is full of content to offer a helping hand, or just to make parents feel seen and heard.

 

Further to this, the Parent Hideout is expanding to in-person community events, providing offline support, and building community. With expert panels and workshops, giving parents the answers, or even just an opportunity to talk through the most stressful issues they are experiencing, The Parenting Hideout hopes to offer the support to parents when they need it the most, which ultimately, will help create the nurturing environment children need to thrive.

 

Quotes from survey:

 

• Brands should recognise the daily pressure parents face and offer real support, not just products but simplify life, listen and show genuine understanding.
• Talk about it more so that its normalised and out in the open.
• Brands should show parenting not just the nice parts.
• Please share real stories about parenting.

 

Research Info:

• Research partner: Attest, Consumer Research Platform

• 2 070 respondents (+/- 300 per market)

• 8 countries (UK, DK, DE, USA, SP, SE, NL & FR)

• Male/Female: 40/60

• Note: the participants in the research were not specifically Joolz consumers and

did not know that Joolz was behind the study.

• Household structure:

• Expecting parents with at least one child

• Parents with at least one child under 24 months

• Dual or single-parent household

 

For more information, images or to arrange a sample, please email Katie at bumpPR on katie@bumppr.co.uk or call 01462 613002

 

About Joolz: Joolz is a stroller brand built to help parents navigate life’s bumps — the big, the small, and even the unexpected ones. Because yes: parenthood is the best, but it's also a lot. So, the right gear can make it a little easier. That's why Joolz creates strollers that are comfortable, easy to use, beautifully designed, and made to last. Founded in Amsterdam in 2007, Joolz is now available in more than 50 countries across Europe, Asia, Australia, and the United States. Discover more at joolz.com.