Supporting Parents in a Changing World

Talking Parenthood, Purpose & Life-Friendly Businesses on The Life-Friendly Business Podcast.

I recently had the pleasure of joining Erin Thomas Wong on her brilliant podcast, The Life-Friendly Business Podcast, where we had a truly meaningful conversation about the realities of parenting today — and what it really takes to support families in a post-pandemic world.

As a Paediatric Nurse, Health Visitor and Maternal Wellbeing Practitioner, I’ve spent nearly 20 years walking alongside new parents. In that time, I’ve seen how support systems have changed — especially in the last few years. The pandemic left many families without the guidance they needed, and as a result, more and more parents are turning to social media to fill that gap. While some of the content can be helpful, the sheer volume of conflicting information often creates more anxiety than clarity.

That’s exactly why I created Baby Steps — to offer a calm, reassuring space for both practical and emotional support.

In our conversation, I shared how important trust is when supporting parents, and how I work hard to cut through the noise online by offering evidence-based guidance in a kind, accessible way. Whether it’s weaning, sleep, first aid or simply adjusting to life with a new baby, my mission has always been to meet parents where they are — with no judgment, just support.

We also chatted about what it means to run a life-friendly business — one that aligns with your values and fits around family life. I opened up about how I’ve built Baby Steps in a way that allows me to serve others without burning out myself.

Erin and I talked about the “5% rule” — the idea that focusing on just the most essential 5% of tasks can keep you moving forward in business without becoming overwhelmed. It’s such a helpful mindset, and one I come back to often when life (and motherhood) gets busy.

One of the key lessons I’ve learned is the importance of clarity — in your messaging, your purpose, and your boundaries. Whether you’re supporting families or growing a business, being clear on what you do, who you serve, and how you do it makes everything simpler.

Above all, I believe staying rooted in your why is the secret to sustainability — in both business and life. Purpose-led work is powerful. It’s what keeps me going, even on the tough days, and what helps me keep showing up for the families I work with.

If you’re curious to hear the full conversation -

You can listen to the episode here

I hope it brings you a little reassurance, inspiration, or simply the reminder that you’re not alone — whether you’re a new parent or a fellow business owner carving your own path.

With love,

Katherine x

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You can connect with Erin Thomas Wong here.

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