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Vision & Mission


We believe parenting practices that foster human’s evolved developmental niche are vital to the healthy development of our society, and yet they have been lost during centuries of rapid economic development. We are keen to bring them back into the society’s collective consciousness for the benefits of both parents and children.


Empowering parents and children to enjoy the fullest pleasures and profits of parenthood and childhood.


INFORM – We provide evidence-based information and support on natural parenting.

PROMOTE – We promote natural parenting as the biological and cultural norm.

ADVOCATE – We advocate for policies that enable natural parenting.


We focus on the first 3 years of a baby’s life with the following key messages:

  • Mother & baby friendly birth
  • Normal term breastfeeding
  • Responsive & nurturing care