Navigating Consumerism and Expectations in Postnatal Motherhood
Greed: What Motherhood is Being Sold to You
Greed was once considered a moral warning about wanting too much. In consumer culture it has become an expectation. Postnatal consumerism is now an industry built on guilt, and new mothers are one of its biggest targets..
This episode looks at how the baby industry uses guilt and fear to drive purchasing decisions, and why the premise is flawed. A car seat at the lower end of the price range meets the same Australian safety standards as one that costs five times more. The marketing does not tell you that. It tells you that a good mother buys the best.
Peta and Frances also look at the financial trap many women find themselves in after having a baby. Most women are in the workforce before they have children, financially independent, and then suddenly unpaid. Caregiving has no monetary value in our system. Returning to work is often not a choice, it is a necessity. Women are judged for it either way.
Developed by the WHEN Clinical Team. Clinically reviewed by the WHEN Clinical Governance Committee. Last reviewed: 22/06/2026.
With clinical input from Peta Titter, RN, Grad Cert Continence Nursing, Advanced Diploma of Pilates. Honours by Research (diastasis recti). PhD candidate, University of Tasmania. Founder and CEO, WHEN.
With clinical input from Frances Bilbao, Master of Psychology (Clinical), MAPS, Fellow of the College of Clinical Psychologists. Director and Clinical Psychologist, Mums Matter Psychology. National Convenor, APS Perinatal and Infant Psychology Interest Group. 2024 Cartier Women’s Initiative Fellow. Allied Health Awards Psychologist of the Year 2020-2021.
Thanks to Jill Norton and Tim Jones for the music, Danae Thorp from Spellbox for the botanical symbolism, Cameron Heit and the team at Production Farm Studios for the production, and Alex Ennis for assistance with the artwork.
Symbolizing the Sins with Nature
Lotus is the flower of the Indian Goddess Lakshmi. She embodies the energy of abundance and prosperity. The lotus symbolises purity, fertility and true beauty. It floats on top of water, its roots travel into the depths symbolising connection to the spiritual. Lakshimi encompasses the fertility of life and growth. She reminds that wealth is always found in the heart.
Need Immediate Help?
If you or someone you know is struggling during the postnatal period, it’s crucial to remember that immediate help is available. Here are steps and resources you can turn to:
In Urgent Situations:
Support Services:
Remember, you are not alone, and reaching out for help is a step toward healing. Your well-being is important, and support is just a phone call away.