For the peace of mind – baby products tricky marketing

The power of knowledge

Last may, exactly a year ago, my partner and I participated in the antenatal classes at the local hospital. Most of parents at the group were expecting the first child. We were absorbing every bit of information, coming from midwifes, physiotherapists, nutritionists and anaesthetists. It felt like
the right source of knowledge and professional information are the anchor which are going to help us through the process of welcoming the baby to this world and going through the life change.

This is a given that the set up of the antenatal classes gives the power and authority to all those who speak in front of the expecting parents. It is both not welcomed and difficult to imagine, that audience disagrees or discusses with the speakers. They have years of experience in the matter which most of parents to be, are debuting in. They are also talking to people in very vulnerable state, when excitement of awaiting for the baby mixes with the rainbow of other emotions – be it anxiety linked to birth, baby’s wellbeing, mother’s well being, stress provoked by all sorts of life challenges, financial pressure for providing for the growing family, etc.

Being in the process of huge transition, parents are prone to suggestions and it often happens that they are comforted by someone else giving clear and simple instructions: saying what exactly should happen and what steps parents should take. I am sure that intentions of those, who provide information for parents to be, are genuine. There are obviously important bits of knowledge parents need to get and comprehend (e.g. recognising signs of labour).

But some of those messages floating to parents add on to their anxiety and make them feel inadequate and confused.
This is particularly the case with commercial information which often takes a form of persuasion.
Marketing for baby products leaves parents with the impression as if stocking up with expensive and advanced products is the must for all responsible parents.

Anxiety based marketing

The antenatal classes we attended, hosted a sales representative from car seats shop. He gave a presentation on types of car seats; he brought the most expensive brand as an example, and was discussing the difference between basic and upgraded version. He said that the basic version is safe and meets the standards but the upgraded one (no need to mention about the upgraded price) is better for ‘our peace of mind’.
He didn’t say that, but the obvious consequence of his rationale is: if you can’t afford, or chose not to buy more expensive version, you can forget about the peace of mind.
The example from the shop with baby beds and mattresses is even worse. The basic version doesn’t meet the standards for protection against suffocation. If you can’t afford the better version of the mattress – we are sorry to say this – but you are putting your baby at risk. Deal with it now!
Searching through offers, articles, magazines for parents I am coming back to time when I was expecting the first baby and wondering about what we really need before the birth and trying to get get it right. In the hospital I was supplied with the plastic envelope containing the leaflets on birth plan, pelvis exercises, breastfeeding, postnatal depression, etc., and much bigger pile of adverts of cosmetic products for babies. I later on received also a small rucksack with plenty of samples. Marketing baby products is omnipresent and mostly unquestionable. The danger is that this commercial way of thinking becomes a fixed mindset, shaping our reality.

Information about product choices are based on number of assumptions which may or may not be true for expecting parents. The blurring between selling something useful and marketing a product for profit has become profound. Greater pressure is put on parents, and much of the marketing is based on raising parental anxieties…. “If you don’t buy this you are not being a good parent” is the subliminal message….The question is how do we protect ourselves from this barrage of advertising, and make the choices that are right for us, and for our babies?

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photo: http://www.redheadbabyled.com

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