What I’ve Learned (So Far) From Becoming a First-time Parent in a “World of Perfect Instagram Families” and Overpriced Fucking Sleep Sacks…
You can read every book. You can scroll every post. You can spend months prepping the nursery, watching endless videos on Tik Tok, YouTube and Boundless Babies Beyond….
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With all the new-found knowledge in the world… none of it prepares you for the moment a tiny human arrives and changes everything you thought you knew about life, love, sleep, freedom, purpose… and yourself.
Becoming a first-time dad is fucking wild.
I’m still in it. It’s raw. It’s real. And honestly, it’s a headfuck.
You go from being an adult with a reasonably predictable life to a walking burp cloth who cries over a baby smiling for the first time (but also cries because she won’t stop crying at 3:47am after 12 straight nights of no sleep).
Your sense of identity? Shattered. Your confidence? Shaky. Your Spotify algorithm? Now 90% white noise playlists and The Wiggles’ back catalogue. I mean, I do try and fit a bit of Oasis, Jay Z and Fleetwood Mac in the mix to promote diverse music appreciation 🙂
But… this new world? It’s also magic.
It’s a whole new lens on life. A portal into the most profound kind of vulnerability, joy, fear and love you’ve ever known. And it makes you see the world differently — especially when, like me, you’re a marketer who’s made a career convincing people to want things they don’t need.
Because now… I am the target audience. And holy hell, this market is next level.
Welcome to the Parental Purchase Spiral™
Once your baby arrives, so does the avalanche of stuff; Bottles. Carriers. Sleep suits. Swaddles. White noise machines. Apps. Toys. Teethers. Night lights. Prams that cost more than your first car.
And you’ll buy them all.
Not because you’re shallow or easily influenced. But because you’re desperate. You just want to do a good job. You want to feel like you’re nailing it. Like you’re not going to screw this whole “keeping a human alive” thing up.
Marketers know this. The good ones don’t just sell you features – they sell you reassurance and aim to arm you with confidence to tackle this new role in your life. “This monitor will help your baby sleep through the night.” “This probiotic drop will help your baby poop better.” “This smart bassinet will basically raise your baby for you.”
And suddenly, you’re dropping $500 on a vibrating robot cot that makes you feel like you’re winning at parenting, even if it doesn’t actually change a single-damn-thing.
The Opportunity for Brands
Here’s where it gets interesting. Because yes, there’s a lot of noise out there. But there’s also massive opportunity for new players to come in and really connect.
Brands who get that this journey is emotional, messy, vulnerable and human as hell – not just “cute” and Pinterest-worthy.
Brands who ditch the judgment and perfection, and show up with empathy, humour, realness. The kind of brands that say:
“Hey, you’re doing your best. We’ve got your back.”
That’s the shift I want to see. Not just smarter products. Smarter storytelling. Not just more tech. More trust. Keep it raw & real. Make me a believer that you’ve walked in my shoes and truly fucking get it!
What I’ve Learned (So Far)…
- You will never feel fully prepared. And that’s okay. You learn on the job.
- Your relationship will be tested. Sleep deprivation is a beast. Communicate. Forgive. Order Uber Eats.
- Everyone’s got an opinion. Trust your gut.
- You don’t need every product. But you’ll probably try half of them anyway (hint hint for marketers in the customer journey in enticing trial > purchase).
- The baby doesn’t care if the pram was $200 or $2,000. They just want you to cuddle them and smell like milk.
- Marketing to parents is a delicate game. But if you get it right? You’re in for life.
As I’m writing this, my baby is giggling at me speaking these words out loud as I’m typing – like it’s the best thing she’s ever heard. I’ve got spit-up on my favourite black CDG Play T-shirt and I’ve struggled to finish a hot coffee in 4.5 months.
But I wouldn’t trade this season for anything. It’s hard. It’s messy. It’s beautiful.
And if you’re a brand trying to reach people like me, don’t just speak to the parent/s. Speak to the person/people who’s suddenly navigating this whole new world with wide eyes, wobbly legs, and a full heart.
We’re tired. We’re overwhelmed. But we’re listening.
Just make it worth our time.
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Written during a 27-minute contact nap, between feeds, nappy changes and watching bubs develop her resting bitch face (prematurely)…
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💀 🖤
Cheers,
DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia
THE CREATIVE STRATEGIST 