Skip to main content
The JOHNSON’S® Difference
Healthcare Professionals
Where to Buy
Our Promise
BabyCenter®

Gentleness begins at home 

Why gentle parenting is the answer to creating a better, kinder world for our children 

Parenting is no easy feat—it is a series of conscious and unconscious decisions on how to interact with children which affect how they are brought up into this world. In a world that is increasingly becoming harsher and more toxic, the choice to toughen up our children seems to be the only option—even if toughness doesn’t always mean strength, and softness doesn’t always mean weakness. But, one thing is for sure: we all want what is best for our children. And here at JOHNSON’S®, we believe that there is a way to battle the harshness with a force that we have had all along.

JOHNSON’S® believes in the immense, transformative power of  gentle  to create a world that is better and gentler, where every child can thrive.

JOHNSON’s understands how difficult, confusing, and sometimes scary parenting can be. But we’re here to remind you that you’re not alone in this journey, and that JOHNSON’s is with you every step of the way. As we transform our products into our gentlest ever, we invite parents to also #ChooseGentle in the way we raise our children—to help build a gentler, kinder world for our babies and kids. When it comes to what’s best for your baby, everything we make, everything we do and everything we stand for is as gentle as you want the world to be.

Today, JOHNSON’S invites you on a journey that will help you navigate your way as a parent to empower your children by helping you learn how to CONNECT, COMMUNICATE and be CONSISTENT with your children by choosing the gentle way based on Sarah Ockwell-Smith’s book on gentle parenting.

 The 3 C’s: 

  • The first being CONNECTION. Most behavioral problems stem from the child feeling disconnected to their parents. A strong connection or bond with our children is built through daily habits of positive interactions with them.

  • Second is COMMUNICATION. We parents need to understand that all behavior is communication. It takes practice to look beyond ‘naughty behavior’ and understand our children’s actions before responding to them.

  • Lastly, CONSISTENCY. As parents, we are reminded tobe consistent with the boundaries that we set with our children. The key to this is practicing being mindful, calm, and present in our interactions with our children.

Join JOHNSON’S® as we make a bold decision to #ChooseGentle and build an environment where our children understand the true power of a gentle word or touch can bring. We are your ally in creating a world where your children feel confident enough for their cries to be heard, feelings to be understood and thoughts to be considered. We know that the choice of gentle is not always easy, but it is a brave and powerful one. One that is confident, happy, and will help our children feel the love and support they need to help them become the people they are meant to be.

The #ChooseGentle parenting movement stands behind practicing positive communication, establishing connection, and consistently recognizing children's thoughts and feelings with empathy and respect.