For the love of small things: consumerism and the making of maternal identities

Abstract

Purpose

This paper aims to consider the increased commercialisation of motherhood and particularly the consumer practices of women as they prepare for the birth of their first child. The commercial world appears omnipresent in the lives of new mothers in Western societies.

Design/methodology/approach

Based on a five-year study of motherhood in the UK, the paper focusses on women’s relationship to the marketing and consumption of everyday maternity and baby products made available to them through readership of pregnancy magazines and mainstream commercial outlets.

Findings

Documenting how consumer culture features in the lives of mothers-to-be, the study identifies age and socio-economic status as key features in shaping the maternal experience and consumer “choice”.

Originality/value

The paper explores the significance of consumption as preparatory work in the transition to motherhood.

Citation

Jane Kehily, M. (2014), "For the love of small things: consumerism and the making of maternal identities", Young Consumers, Vol. 15 No. 3, pp. 227-238. https://doi.org/10.1108/YC-09-2013-00396