State of the
Village Report
Sponsored by FullWell
2024
This report was authored by Melissa Iftimie and Kimberly Jolasun, with help from Quy Trinh and Breeona Nechole
Sponsored by FullWell
This report was authored by Melissa Iftimie and Kimberly Jolasun, with help from Quy Trinh and Breeona Nechole
We asked 700 moms throughout the USA what they want most from their village. This report shares their responses, analyzed and in their own words. We aim to provide brands, marketers, the femtech community, and the press focused on maternal wellness and support with a deeper understanding of this demographic. This report also underscores why Villie does the work we do.
Our health system cares about the baby and forgets moms.
Brands only care about moms.
Villie bridges the gap by involving the village — a critical missing piece of the puzzle.
We asked almost 700 women, who were either pregnant or had a newborn baby (under 3 months), to share what support they wanted from their village. This report shares those findings. Overall, the data highlights the diverse and complex nature of support systems, showing how parents, especially expecting and new moms, often rely on a mix of immediate and extended family, friends, and sometimes online communities to form their "village."
We wrote this report to call attention to the village and their role to support a new family. Too often we put everything on the mom. We asked moms what they really want from their village, and here is what they said.
Villie surveyed 698 moms between September 2023 and March 2024.
Just tell me what products to use.
The one thing I ask for from my village is to point me to all things I need as a first time mom.
Moms look to their friends and family for advice. We learned that the village has significant impact on Mom's parenting and purchasing choices. Brands can leverage the village as a channel to reach new loyal customers.
Moms tell us they respect and trust their village. This extends across parenting styles, products and services. Moms look to their village for everything.
Show me the way.
Continue to share all the motherhood secrets.
Just show up.
Be there for me when it gets stressful.
Moms are not very good at asking for help. They are vague, ask for 'anything' and are grateful for any help they can get, even if it's not actually helpful to them.
At Villie, we define social support as the comprehensive network of care and assistance that parents receive from their community, encompassing emotional, informational, practical, and tangible help. This network (what we call “the village”) includes family, friends, colleagues, healthcare professionals, and the broader community. These actors all work together to enhance the wellbeing of parents and children, with a special focus on expecting and new moms.
Offering physical & material assistance to meet the needs of parents and their children
Contributing to a cash fund, purchasing essential baby items, & providing meals or finical assistance.
Sharing knowledge, advice and resources to help expecting & new parents make informed decisions.
Offering guidance on parenting practices, providing education, & connecting parents to expert resources.
Assisting with everyday tasks and problem-solving to ease the demands of parenting.
Helping with household chores, organizing childcare ,and making meals.
Empathy, understanding and encouragement.
Listening to parents' concerns, offering words of comfort, and being there during challenging times.
Building a sense of community and inclusion to prevent isolation and loneliness.
Formal and informal social events, creating opportunities for parents to connect, and fostering a supportive community.
The evidence is clear. Social support, or the village, is a major factor in the health and wellbeing of an expecting and new mom. Improve the social support around this mom and you will improve health outcomes.
Click each benefit to learn more.
Social support is crucial in reducing stress and anxiety levels in pregnant and postpartum women (1). Anxiety in pregnancy and postpartum periods is inversely related to the level of social support received (20).
Studies indicate that strong social support networks can significantly lower the risk of postpartum depression. Emotional support from family, friends, and communities acts as a buffer against the stresses of new motherhood (2). Low social support during pregnancy increases the risk of postpartum depressive and anxiety symptoms (18). Social support is a significant protective factor against postpartum depression, particularly the variety and quality of support from family and partners (14, 22).
Pregnant women with robust social support systems are more likely to experience favorable birth outcomes, including lower incidences of preterm labor and low birth weight (3). Social support has been shown to improve labor progress, resulting in better birth outcomes like higher birth weights and Apgar scores (25).
Postpartum women with adequate social support tend to recover faster physically. Support with daily tasks and baby care allows new mothers to rest and heal properly (4).
Practical support, such as help with household chores, meal preparation, and childcare, is invaluable. It alleviates the physical burden on new mothers, allowing them to focus on their recovery and bonding with the baby (5).
Social networks often provide essential information and resources, such as recommendations for healthcare providers, parenting tips, and breastfeeding support (6). Social media plays a substantial role in providing social support to mothers, with many using it for parenting advice and support from peers (19).
Social support boosts a mother’s confidence in her parenting abilities. Encouragement and advice from experienced mothers and family members help new moms feel more competent and prepared (7, 15).
Interaction with other parents and participation in parenting groups or classes facilitated by social networks enhance parenting skills and knowledge (8).
Being part of a supportive community reduces feelings of isolation and loneliness often experienced during pregnancy and postpartum periods (9).
Engaging with other mothers who are going through similar experiences fosters a sense of camaraderie and shared understanding, which is comforting and empowering (10).
Children benefit from their mothers’ social support networks. Stable and supported mothers are more likely to provide nurturing and stimulating environments, promoting healthy child development (11, 16). Support from partners and families significantly influences maternal emotional availability and parenting behaviors, helping mitigate the effects of maternal depression on child development (21).
Children of mothers with strong social support systems often have better social skills and emotional regulation, as they observe and learn from the positive interactions their mothers have with their support networks (12, 14).
Social support influences healthy behaviors related to weight, diet, and physical activity among pregnant and postpartum women. The presence or absence of supportive individuals impacts the ability to maintain healthy practices (24).
There is no questioning the impact a village can have on the physical and emotional health of a new mom. However, even the most active villagers need some help to show up. There is lots to do to fully mobilize the village to get moms the support they really need.
The village plays an influential role in the decision making of a new mom. Brands should consider the village an effective channel to reach new loyal customers.
This report was authored by Melissa Iftimie and Kimberly Jolasun, with help from Quy Trinh and Breeona Nechole
Thank you to our sponsor, FullWell
Villie is a platform that connects expecting and new parents with support from their loved ones through cash donations, gifts and services. With Villie every mom has a private, protected hub where she can connect with her village to send updates, receive encouragement and ask for help. Villie sends reminders, alerts and sponsored gift recommendations to the village so moms don’t have to.
At Villie, we are committed to create a robust support system that empowers parents, nurtures families, and builds a connected community. Our goal is to ensure that every parent has access to the emotional, informational, practical, tangible and companionship support they need to thrive in their parenting journey.
Kimberly Jolasun, Founder and CEO of Villie, has nearly a decade of experience in clinical research, grounded by an educational background in Public Health. Her expertise in managing large-scale national clinical trials has honed her abilities in team-building & data-driven decision-making. Kimberly’s commitment to improving maternal health is deeply influenced by her West African heritage, which values strong communal support networks — a principle that is central to Villie’s philosophy and operations. Her vision guides Villie’s strategic direction and ensures that services are culturally informed & broadly accessible.
Melissa Iftimie brings experience as an exited founder of a successful mom and baby nutrition platform. With her Master’s in Public Health and an MBA, Melissa’s dual expertise in public health and business administration enables her to craft innovative strategies that effectively address market needs while ensuring operational excellence. Previous to entrepreneurship, Melissa designed and led large maternal and child health programs for the United Nations in Africa and Asia.