Branding the Baby

We decided before Miss Pumpkin was born that we were going to use cloth diapers. We have in suite laundry, are concerned about the environment and its what good parents are supposed to do. However, we also looked at the cloth diapers and knew that they were going to be bigger than her when we brought her home so we picked up some Huggies for newborns. We were appalled to realise that they were decorated with lovely pictures of Winnie the Pooh a la Disney, Pampers were no better with the Sesame baby Elmo and other ‘baby’ Sesame Street characters.

Since then, Miss Pumpkin has voiced her opinion over cloth diapers and it isn’t positive. When we are at home and I am feeling up to it, we will use them during the day. What it has meant is that I have to forage for disposable diapers that do not have advertising directed at my daughter’s subconscious and that don’t make me shudder when I touch them because they feel too much like foam. We buy Simply Kids and Seventh Generation chlorine free diapers. The Simply Kids are awesome and cheaper than Huggies or Pampers but are decorated with some sort of kid friendly characters. The Seventh Generation are equally fantastic and have no decoration on them, they are definitely more expensive. Which ones we buy is determined by where I am shopping when I need to pick up diapers.

Why the long post about diapers? I think it is a perfect example of how branding our children occurs without us really noticing. Winnie the Pooh is cute, adorable and how could Tigger be a bad thing for a baby. It isn’t – except that I am putting this on my child every day, several times a day for most likely 2-3 years. By the time, the toilet training is done and the diapers are gone my child has been fully indoctrinated into Disney’s version of Winnie the Pooh and/or Sesame Street characters. (When we were kids did Sesame Street have all of the dolls, clothing and stuff that they do now? I can’t remember)

Ryan and I had already decided that we wanted to limit the toys that Miss Pumpkin would own. It is amazing how quickly the toys can accumulate and most kids I know don’t really play with all of them. I have always been an aware viewer when it comes to advertising and media in general, in the past 4 months I have become hyper aware. I almost went into an apoleptic fit when I saw the ad for the Dora Explorer cash register which includes a charge card and other great add ons. Bratz dolls are another group of commercials that make me want to throw away the tv and move to the middle of nowhere. What bothers me most about these ads and all of the marketing that is directed to kids is that it creates whiny, mini consumers whose only way of getting what they want is to nag at their parents. Yes, it is the parents responsibility to say “no” but in a culture that is so commodified and where love is more often represented through things as opposed to time, I think this is easier to say than do.

What I find most difficult now is to not simply react to the things that I see, read and hear. It has become harder to step back and analyse my reactions. To ask myself the questions: “what is it that I find offensive?”, “what makes this appealing to children?” and so on.  It doesn’t help that I have read too many articles and books on the marketing to and commodification of children and teens in my past.  More often than not, what I am reacting to is the feeling that we are being controlled by corporations and conglomerates.  Children are being trained to be mindless cogs in the economic wheel of cheap labour and cheap products that make the rich richer and the rest of us and the environment poorer and sicker.

More and more we are becoming removed from what it actually means to make or grow something.  Our sense of what something is worth has been twisted so that items that should be discussed in terms of its quality have been reduced to measurements of quantity.   We process our food so extensively that we have to add back nutrients that are found naturally in it.  We talk about good food being expensive and yet we think nothing of buying Kraft Dinner because it can feed us cheaply and yet the $1 price tag doesn’t truly factor in the cost to the environment not to mention that the processed food is heavily subsidized by governments.  Furthermore, the actual nutritional value of kraft dinner is nonexistent, in that sense it is vastly overpriced.   When asked, I want my children to know what foods are in season, where they come from and more importantly how to prepare them.  We are luckier than most as there is the family farm that they will be able to visit and work on.  I want them to understand that everybody deserves to be paid for their labour, that the environment isn’t something to be pillaged.

In the end it will be about balance and our willingness to say  “no” when so many other people are going to be saying “yes.”  I just hope that Miss Pumpkin and any other squashes we find in the vegetable patch understand that there was a reason behind their parents’ madness.