Modern mummy marketing is by and large geared towards heterosexual women in a comfortable socioeconomic income bracket. The mummy-targeted consumables shilled by celebrity mums like the Kardashians are deeply entrenched in anachronistic gender roles, suggesting that a new mother’s main role is as primary carer of her children.
Err, yes. A new mother’s main role is a primary carer to that new child. That’s why we have maternity leave, d’ye see?
This heteronormative approach to motherhood