Our values
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Evidence - we educate with the best possible evidence. Equality - we balance the rights and needs of all people. Empathy - we seek to understand and hold space without judgment. Empower - we inform and support individual choices. Excellence - we keep learning and strive for growth. Ethics - we work with integrity and social justice in mind. |
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EvidenceWhen we discuss parenting, we base our information on evidence. The information we provide comes from relevant and up-to-date research, reviewed by professionals from relevant backgrounds. This means that you can be confident that the information you gain here will inform and support your choices.
Furthermore, we measure the outcomes of our classes, gathering and acting on feedback to ensure that parents know that our classes work to make them feel more informed, more empowered and more calm. |
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EmpowerWhen we discuss parenting, we base our information on evidence. The information we provide comes from relevant and up-to-date research, reviewed by professionals from relevant backgrounds. This means that you can be confident that the information you gain here will inform and support your choices.
Furthermore, we measure the outcomes of our classes, gathering and acting on feedback to ensure that parents know that our classes work to make them feel more informed, more empowered and more calm. |
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EmpathyAll people deserve empathy and kindness. We support all parents - embracing their choices, their background, their family structure and understanding them as individuals. We also feel it’s vital to empathise with the babies and children that we are discussing. We work constantly to further our knowledge, so that we can help parents to gain a better understanding of their children and make choices from a place of empathy.
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EqualityWe believe strongly in the balance of needs and power in the parenting relationship. We aim for all parties in a relationship to lead happy and calm lives. In this society, children’s rights and needs are often unintentionally overlooked in favour of the parents’ due to a lack of education surrounding childhood. We strive to support parents to understand their children more fully and to operate in a largely consent-based, equal relationship with their children.
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ExcellenceIt is essential that the education and support that we provide, the services we offer and the products that we recommend are all of the highest possible standard. We don’t settle for second best, or for anything that doesn’t provide parents with a calmer and happier life.
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EthicsIntegrity and ethics are ingrained in everything we do. Whenever we make a decision, we consider how that decision is impacting our values and most particularly our ethics.
See below for examples: |
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Our ethics in practice
Here are just some of the ways we are ethical:
- We don't give parenting advice, only provide information and tools that will assist in parents' own choices and practices
- We only sell products that we believe will help parents
- Any products that we demonstrate to parents as part of our programme are chosen because we believe they are the best possible tools for parents - regardless of cost to us, no matter what corporate deals we are offered by other companies
- We never promote or work with companies that we know use unethical practices - and we check
- We boycott Nestle due to their unethical practices in regard to water and infant formula
- We boycott Clarion due to their ties to the arms trade (this is why you won't see us at The Baby Show)