Multiple factors contribute to nannying rise

AS Geelong’s population booms, so too does the number of children in need of care.

Stay at home parents, daycare, nannies, family and friends… the look of childcare is different for every family.

As more families are in need of support caring for their children, private care is on the rise.

Juliet Martin founded Geelong Nannies with Melanie Holland in 2011. In the decade and a half since, their industry has entirely changed.

One of the biggest changes Martin has noticed is the distance between families and their traditional support networks.

The COVID-19 pandemic resulted in a flux of people relocating to the Geelong region that were unable to bring their villages with them.

“What has really changed is that people now realise anyone can have a nanny or babysitter. Years ago there was a bit of a stigma, and people often pictured Mary Poppins or a young teenager from down the road helping out,” Martin said.

“I remember someone even calling me Mary Poppins when I was working as a full-time nanny, and when we first started Geelong Nannies our radio ad even mentioned Mary Poppins. Today nannying is recognised as a profession, and many experienced carers choose to make it their career.”

Martin said increasing awareness of mental health and parental burnout had also pushed more families to turn to nannies for assistance.

“People are much more comfortable reaching out for help now without the guilt that used to come with it, and recognising that raising children was never meant to be done alone,” she said.

Data released by the Department of Education in 2025 listed 118 kindergartens and long day care centres running within the City of Greater Geelong, 113 of those offer kindergarten services.

The report estimated unmet demand for kindergarten places will grow from 88 in 2026 to 2,580 in 2036 if additional infrastructure is not built.

Within that data, the suburbs of Barwon Heads, Armstrong Creek, Charlemont, Lovely Banks, Geelong West, Highton, and Lara were shown to have the greatest increase of need.

Martin said many families chose to engage with a nanny service while waiting for a spot to open for their child in traditional day care centres.

“Some families use our services while they are waiting for a daycare placement or if they prefer their child to be cared for at home,” she said.

“Some families also prefer the flexibility and one-on-one care that in-home childcare can offer. Others might just need occasional support such as date nights, events or even a few hours so they can catch up on work or have a break.”