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This paper aims to examine, through a focus on the practice of child caring, how three qualities of childhood preciousness, vulnerability and unpredictability, are nurtured by being brought together as rationales for product re-design, innovation and diversification. The new parent of today is confronted with a myriad of products that are designed to “safeguard”, “guide” and “monitor” the young child and ensure its well-being.

The paper draws on research into the organisation of encounter platforms that serve as communication forums for commercial practitioners and child carers, and includes insights derived from fieldwork and a cultural content analysis of the British retailer Mothercare, consumer exhibitions and brand–product websites.

After providing a brief outline of the research on which this paper draws, the author present three ways in which child safety is present in the market that caters for young children and their care. This is followed by a discussion of two case studies, which respectively expand on how vulnerability and unpredictability are nurtured in commercial narratives.

The author concludes by drawing out the implications of the risk-averse culture, which this creates.

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.

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.

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”.

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

As becoming a mother becomes increasingly embedded in the marketplace, this paper explores how a group of low-income pregnant and newly parenting young mothers engaged with expansive markets for the new mother and baby.

This paper draws on an extended period of fieldwork carried out at a Pupil Referral Unit and a Mother and Baby Unit in the city of Bristol, UK. The research took a staged and incremental approach, incorporating aspects of participant observation, activity-based focus groups and a photo elicitation exercise.

This paper highlights the anxiety the young women experienced around their ability (or lack thereof) to participate in practices of childrearing consumption and details how the young women strived to provide well for their children despite their limited incomes, developing a sophisticated knowledge of markets and adopting a range of budgeting and smart shopping strategies to ensure they could acquire the “stuff” their children “needed”.

Contrary to popular discourse, the young women emerge as careful and pragmatic consumers who plan and manage their finances carefully, and the paper acknowledges skills that are often missing from accounts of young mothers and working-class people more broadly.

This article is a theoretical investigation about the babyfied dog and the troubled relationship between dogs and parenting in contemporary consumerist culture.

In the frame of the special theme issue, the focus of the article is on theorising consumption and care in the context of new motherhood. The article analyses why the babyfied and fashionable dog has become so popular and what the human–dog/animal–transgression is about.

The anthropomorphised animal is an integral part of constructing and understanding the romantic ideal of childhood and childhood innocence. Simultaneously with the modern educational attitude towards pets and animals in general, real animals, especially small lapdogs, have started to replace teddy bears and other plush animals as the dressed-up childlike animal. The tamed and designed animal is not completely an animal anymore and occupies the space between the human and the animal, becoming central to the reconfiguration of the family, childhood, leisure and identity. Currently, as the number of children in families decreases, the babyfied dog is taking the place traditionally reserved for the child.

Even though the findings cannot be generalised, they suggest that more research on the relationship between humans and dogs is needed.

The article makes an original contribution to the theme issue by focusing on the still unusual, yet strongly emerging form of parenting and care of dogs. Doing this, the article challenges ideas about “natural parenting” by arguing that dogs are the latest babies and fashionable co-consumers.

The purpose of this paper is to draw on data from 16 interviews (two each with eight women) to explore some of the ways in which everyday shopping may change as women become mothers. The meanings, practices and implications of the transition to motherhood have long been a topic for sociological inquiry. Recently, interest has turned to the opportunities offered by this transition for the adoption of more sustainable lifestyles. Becoming a mother is likely to lead to changes in a variety of aspects of everyday life such as travel, leisure, cooking and purchase of consumer goods, all of which have environmental implications. The environmental impacts associated with such changes are complex, and positive moves toward more sustainable activities in one sphere may be offset by less environmentally positive changes elsewhere.

This paper draws on data from 16 interviews (two each with eight women) to explore some of the ways in which everyday shopping may change as women become mothers.

This paper focuses on the ways in which modes and meanings of everyday shopping may shift through the transition to mother, and on indicating any potential sustainability implications. The paper explores the adoption of more structured shopping and of shifting the mode of grocery shopping online or offline. The paper draws attention to the way in which practices are embedded and interrelated and argue that more consideration needs to be given to the influence of all household members.

The question here is not whether women purchase different products or consume more once they have a child, but rather how does the everyday activity of shopping for groceries and the meanings it has change with new motherhood and what sustainability implications might this have? In this context, this paper provides a novel addition to research on new mothers and consumption.