Review your communications channels that have the opportunity to influence the early years – think about all the touchpoints you have which might amplify the activity. This might be on packaging, in store or using marketing channels.

Look at the communications you produce and think how they can promote positive parenting practices, highlight the importance of early childhood experiences, and challenge societal expectations that create stress for parents.

Ensure that the advertisements are also directing parents to where there is actually support and resources. For example, Iceland used milk bottles to point families towards the NHS Healthy Start program.

Be thoughtful in your messaging and make sure it feels aligned with your business.

As part of the Royal Foundation Business Taskforce, Iceland have found a number of ways to reach families and support toddlers and young children. The ’emoji posters’ which are posted at toddler height in store are designed to engage parents to help young children to identify their emotions (watch this film). They have also used packaging as a channel, with the launch of their Little Explorers toddler meals. These products, designed with Mumsnet, raise money for Alder Hey Hospital and can be replicated from scratch at home.

Consider partnering with a trusted voice for the early years. For example, Maltesers created its ‘Motherlovers’ campaign, highlighting the role everyone has to lighten the load for mums, with support from Comic Relief.

Using a partner to add credibility and reach is a way to amplify the activity and increase impact.

Businesses have a powerful voice within local communities and wider society.

Children and babies lack a direct voice in political discourse. Businesses can actively push to advocate for better prioritisation of children across many conversations they may be having across their work.

An example of this is how the Unilever’s Persil ‘Dirt is Good’ campaign became active in local communities and schools and advocated for more focus on children being given the opportunity for exploration and creativity.