In this article, we argue that contemporary parenting ideals are characterised by labour-intensive introspective emotional work akin to the techniques used by psychological coaches. We situate these ideals of contemporary parenting in an emotionalized culture that focuses on the production of happy, thriving children that is simultaneously linked to the production of moral subjectivities. We analyse examples from contemporary Danish parenting literature and explore how these ideals of parenting promises both wellbeing and future life success of children. However, we argue (...) that the ideal of parents as psychological coaches exacerbates the demands of emotional labour on parents, consolidates the individualized responsibilisation of parents for the future success of their children, creates a reification of the self and overlooks ethical and existential questions rooted in pedagogical approaches to upbringing. (shrink)