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The modern parent manifesto

Fri, 12 March 2010 | Gigi Eligoloff

Tags: NCT, Bounty pack, agressive marketing tactics for new parents, how to attract a new parent, what to buy for a new baby

Most of us have a fairly hazy memory of the moment we had our babies. Relief, joy (extreme pain thresholds met, and exceeded) and...the Bounty pack. That wierd plastic bag of 'stuff' that is thrust into your already full arms as you attempt to vacate the hospital bed to resume some kind of normal life. But did you know that everything in that bag was paid for by companies desperate to hook you as a brand new mummy customer. Did you think they were just being nice?!

It's one of many small occurrences that you end up taking for granted as a new parent. Along with lack of sleep and noise torture. But those bastions of parent power - the National Childbirth Trust have had enough, and this week they launch a new manifesto to persuade the next government to address the massive pressures that are placed on modern parents today. This includes companies being able to pay to market to parents in maternity wards when their babies are just a few hours old. Offering 'free samples' leads to big profits as these companies get parents to give their details away (at a time when all they should be thinking of is how not to break the baby), details which are then sold on to other companies.

When you think about it, it's actually quite shocking. What if funeral directors were able to market to people in terminal cancer wards, or companies selling wheelchairs selling in a spinal injuries unit? But under the happy glow of the new baby, it seems this dubious tactic is allowed to continue.

There is also a crazy pressure to buy endless games, gadgets and junk that your baby just doesn't need. When my son was born, for example, I actually spent close to £100 buying a baby monitor despite the fact that we live in less than 850 square feet, and can hear a teddy drop from every corner of the house. And that's just the very tip of the baby market iceberg. 

Finally, this new manifesto calls for maternity and paternity pay to be raised so that it's adequate for parents who want to play an active role in their children's lives. And I think, at last! Someone has come up with a manifesto that parents can believe in - now we just need a politcal party to take up the baton and say they'll be in full support. Now that really would get my vote.

What do you think about the Bounty pack and other 'free' promotions for new parents?

For more info and to read the NCT manifesto in full go to NCT.org.uk 

 

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Comments - 10 and counting...

Oh Gigi, how I love you. *Applauds this post.*

Posted by: heidiscrim | 12 March 2010

Bounty !? More like Botherer! I applaud this action. My first two children were born safe and well quite a few years ago now and the Bounty thing just washed over me. However, with my third it was a very different story. My baby girl was, out of the blue, born very, very poorly and her chances of survival were put to us as 'slim at best'.
This in itself was shocking enough and after being blue lighted that same night to another hospital that could care for her , I was admitted to their maternity ward and effectively allocated the box room away from all the other mums with their newborns.
The following morning (about 3 hours later in reality!) a Doctor came to my room to try and get a handle on how the whole delivery debacle went wrong so they could try to understand what me and my baby might need. During our very painful conversation the door burst open and the Bounty Clown bounced in with not so much as a by your leave. 'Congratulations' she squawked. She proceeded to to try to inform me about my lovely 'gift' pack and when asked to stop, decided to ask questions instead 'is this your first dear ?', 'girl or boy?'. I answered rather stupified and dazed. I guess you could argue that the Doc should have thrown her out of the room and perhaps someone should have stopped her from entering but it's not their job. She could have been an extreme example as any mum on the post natal ward without her baby is usually in trouble and it doesn't take a genuis to work that out.

These companies prey on the fears and vunerabilites of new parents and at the time we do anything to help us through- sleep deprivation makes sure of that! We think these things will help but I think perhaps they add to the general panic we feel - are they too hot , too cold, should they be making that noise in their sleep , oh- now they are not making a noise in their sleep- have they stopped breathing then ???
I have never owned a themometer or a monitor or a baby bath - and my children are thriving. The point is, parenting is hard enough with out commercial pressures. Or is the point whatever gets you through - if that monitor gives you five minutes peace (of mind or to have a shower!) isn't that worth buying ?

If you're getting more sleep than me perhaps you can decide! And my baby girl is now a gurgling, well, 16 week old !

Posted by: sarag | 17 March 2010

The whole marketing schmiel astounded me... I couldn't believe, when I looked at catalogues during pregnancy, just how much rubbish one is expected to buy and just how many companies are out for your parenting pound. We also avoided the baby bath and a lot of the other crap... I do think some no-nonsense information on what is really needed, what is 'nice to have' and what is completely unecessary would be a good thing for new parents.

Posted by: Sparx | 12 April 2010

We bought some real crap! A baby bath (never used) a board thing to sit on top of the cot for changing (never used) baby massage oils (when do people find the time to use those?) stretch mark oils (ditto).
That's a great idea on doing a what you really need list....and if anyone wants to write it - drop me an email! gigi@mumsrock.com x

Posted by: gigi | 13 April 2010

I think the biggest waste we bought was a Bumbo that he never sat in and we later sold on ebay... the best buy was one of those vibrating bouncy chairs.

I do have a blog (now hidden) in which I started to elaborate on all the stuff (it's called 'The Stuff List' but never had the time to finish... the idea was to post on something and then have other Mums comment and then rate it as a must-have or a don't-need... I've been considering it as a book as well which I've not done much work on either... might be a great feature though!

Posted by: Sparx | 13 April 2010

Our nipper really loved the Bumbo. She used to sit in it like she was some sort of queen on her throne, surveying her subjects (i.e. Mum and Dad) and commanding them to do her bidding. We borrowed it so we didn't care how much she used it.

Posted by: stevenghines | 14 April 2010

well if you want us to publish - send it on over and we'll share it with the world (kind of!) We borrowed a Bumbo - great for about a week isn't it! But Jeez it's expensive. Plus I'm guessing prob not ideal for development either.

Posted by: gigi | 13 April 2010

Hi! I've got nothing but what's on the defunct blog so it's an open slate... funny how time becomes so scarce once one gives birth hey?! And yes, Bumbo's are SO expensive. But some people think they're absolutely the bees knees... horses for courses... but drop me an email if you fancy doing something on the site - it's an idea whose time has come methinks...

Posted by: Sparx | 13 April 2010

There was a couple who just had their 3rd child in the hospital bed across form mine. You could tell they were pretty hard up for cash. And when that ridiculous Bounty cart came around (was anyone else subjected to this?) with the 'pictures of your baby' deal i.e. rip off - about £40 for some amateur to take one snap shot of your baby and then have loads of the terrible picture printed up in various sizes - the couple was wooed by the hard sell and bought the £40 picture pack. £40!!

I was furious that a salesperson was allowed to roam around the hospital taking advantage of new parents. I complained, my husband complained, but I'm sure that bloody cart is still being pushed around selling a bunch of junk to the sleep deprived and unaware.

Shameful on the NHS.

And a glimpse in to the hard sell of junk for the modern parents...

Posted by: brigid | 13 April 2010

Hi,

Thanks for sharing at least now I know what would happen to us after leaving the hospital. And thanks for the idea and the tips for good parenting.

Hopefully, the political party for parents will be established so soon. They would definitely get my vote and so the rest of the parents votes. We'll be happy that we will a definite sector where we can ask for help and that will focus on helping us at the same time.

-Angella Wilson

My Last Blog Post Revitol Stretch Mark Cream Review

Posted by: LisaOlson | 30 June 2010