Moms know that the world stands ready to judge them for any minor misstep; that part isn’t new. The internet has just gotten smarter about capitalizing on those insecurities, making moms believe that they need to project good parenting through good purchases, even when they can’t afford it.
Nina Bandelj, author of “Overinvested: The Emotional Economy of Modern Parenting,” said that for mothers, every little buying decision can feel like a reflection of who they are as parents. “These moves and purchases are entangled in both: We do something for our children, but aren’t we also thinking, ‘What will make me a good parent? What should a good parent do? What will others say? What do others do?’” she said. “The industry is good at emphasizing and playing on all of those.”
