“Because I Said So.”: Exploring Societal Expectations of First-time Mothers that Prompt Them to Engage in Consumerism and the Ecological Footprint of Nappies and Excessive Gift-giving

Abstract

Consumerism is an ideology that is mostly subject to neoliberal capitalist societies and has spread rapidly over the past several decades. It prompts the overconsumption of products and services and is linked to the increasingly concerning impacts of resource depletion and greenhouse gas emissions. First-time mothers are more likely to overconsume as they are entering a new and unfamiliar lifestyle, taking on the responsibility of managing the consumption of both themselves and their child. Their consumption primarily involves purchasing disposable nappies however, consumerist practices are also present within a community’s gift-giving when celebrating a new mother. Societal expectations placed on new mothers also play a role in motivating their consumer choices. Therefore, this research examines the relationship between societal expectations and the consumerism undertaken by first-time mothers to explore the environmental impacts of disposable nappies and excessive gift-giving. This study was examined through fourteen semi-structured interviews and a critical literature review. The findings revealed that certain societies drive first-time mothers to overconsume various baby products, including nappies, through recommendations and unsolicited advice. It also found that new mothers' consumerist practices are motivated by their need to provide what is best for their children. Finally, it was discovered that although many new mothers receive duplicate gifts, they aim to recycle them through regifting and donating, therefore minimizing waste accumulation. This study highlights the impacts of societal expectations on the environment to encourage a sustainable support system for new mothers.