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Parenting, Inc.: How the Billion-Dollar Baby Business Has Changed the Way We Raise Our Children Kindle Edition
A leading social critic goes inside the billion-dollar baby business to expose the marketing and the myths, helping parents determine what's worth their money—and what's a waste
Parenting coaches, ergonomic strollers, music classes, sleep consultants, luxury diaper creams, a never-ending rotation of DVDs that will make a baby smarter, socially adept, and bilingual before age three. Time-strapped, anxious parents hoping to provide the best for their baby are the perfect mark for the "parenting" industry.
In Parenting, Inc., Pamela Paul investigates the whirligig of marketing hype, peer pressure, and easy consumerism that spins parents into purchasing overpriced products and raising overprotected, overstimulated, and over-provided-for children. Paul shows how the parenting industry has persuaded parents that they cannot trust their children's health, happiness, and success to themselves. She offers a behind-the-scenes look at the baby business so that any parent can decode the claims—and discover shockingly unuseful products and surprisingly effective services. And she interviews educators, psychologists, and parents to reveal why the best thing for a baby is to break the cycle of self-recrimination and indulgence that feeds into overspending.
Paul's book leads the way for every parent who wants to escape the spiral of fear, guilt, competition, and consumption that characterizes modern American parenthood.
- LanguageEnglish
- PublisherTimes Books
- Publication dateApril 1, 2008
- File size2.0 MB
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Review
About the Author
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Prologue
When she was seven months old, my husband and I seriously considered enrolling our daughter, Beatrice, who has no hearing impairment, in baby sign language class. Oh, we did have some initial doubts: If Beatrice was busy learning how to fold and pleat her fingers into signing gestures, wouldn’t that take time and attention away from learning to speak? Wouldn’t being able to communicate through signs remove any incentive to talk? But our misgivings were brushed aside by the baby signing professionals and their acolytes. Signing is like crawling, they explained. Just as crawling gives your baby that taste of movement that motivates her to walk, signing inspires the voiceless communicator to learn how to verbalize. Not only do signing babies speak earlier, but research indicates they have higher IQ scores, by an average of twelve points, at age eight, they pointed out.
Baby signing—for babies who can hear perfectly well—had become so popular that we also felt prodded by a competitive impetus: Everyone else seemed to be signing their children up. Our friends Paul and Ericka had a daughter who signed; she waved and poked her chubby hands about whenever she wanted to speak her mind. A genius! Shouldn’t Beatrice have the same advantage? Any parent can understand why we were tempted. We all want to provide our children with every opportunity and are eager to get a sense of what’s going on inside our preverbal babies’ minds.
Still, the classes were expensive. Plus, it would take time away from work in order for me to commute to wherever it was that baby signers convened, surely not in my neighborhood, where most parents struggle to afford quality day care. As an alternative, we could allocate precious weekend time to the classes, allowing both my husband and me to attend, but even the thought of adding one more thing to our pittance of “time off” made me weary. Either way, on top of everything, we would have to teach the babysitter how to sign too, and when would we ever find the time to do that? Wouldn’t Beatrice get frustrated if her caretaker didn’t understand what she was trying to “say”?
On the other hand, there were incentives to get Beatrice started on language skills immediately. Getting into preschool in New York City is cutthroat, as it is increasingly around the country. Many applications include ample space in which to list the “classes” two-year-olds have attended before they’ve even enrolled in their first school. How could I forgo an activity that might provide the decisive advantage? I would kick myself ten times over for my neglect. If Beatrice proved to be an “accelerated learner,” we could potentially enroll her at a magnet public school later on, rather than a private school, either one a necessity since our neighborhood is bereft of good public schools. This would in turn free up money for our other children’s education, in case they didn’t get into a good public school.
If Beatrice didn’t “measure up,” the tuition for private nursery school alone would run up to $25,000 a year; if we had three kids, the price of education would eventually eat up a six-figure income each year. Suddenly, it seemed that if Beatrice didn’t baby-sign, we wouldn’t have enough money to afford three kids, something my husband and I, both products of large families, really want.
Or so my snowballing logic went. Like all parents, I am confronted every day with complex spending decisions for my children. And I can drive myself nuts trying to weigh the pros, cons, and costs of the overwhelming options. No matter what I do, someone else seems to be doing enviably more or improbably less, and either way, their child and family seem all the better for it.
But with the sign language conundrum, I had the benefit of finding an answer through my job as a journalist. While researching a story on cognitive development for Time magazine, I came upon a comprehensive review of studies on baby signing. Contrary to what I had been led to believe by the baby signers’ websites and brochures, the evidence is all over the place. Some studies even showed signing babies to be worse off than their non-gesturing counterparts. After an interview with one of the review’s authors, my husband and I decided to bypass the whole thing. (For the record, our daughter speaks just fine and, at age three, gesticulates in her own, invented ways.)
Making these kinds of decisions—choosing what not to do or buy for our baby—isn’t easy. Saying no runs counter to all our instincts as parents and to everything the parenting culture tells us. Aren’t we supposed to do everything we possibly can for our children? Doesn’t this frequently mean sparing no expense? Many parents already feel tremendous guilt for working long hours and spending less time than they would like with their children. Now add to that a layer of guilt for not spending as much money on them as we could. With every no, you can hear the judgments and recriminations, be they imagined or actual: What are you going to do with that money instead? Go out to dinner more often? Buy yourself more clothes? Sock money away in your retirement fund—before taking care of your own children? We are pressured to spend by the cautions of experts, the advice of parenting pros, and the endless and frightfully persuasive marketers proclaiming that certain goods, services, activities, and environments ensure a happier, smarter, healthier, and safer child. A more emotionally secure and socially successful child. A better baby.
at the time when we feel most disabled as decision makers—by experts, advertisements, product overload, our own niggling doubts—the need to make reasoned decisions is greater than ever. Raising kids today costs a fortune. Rather than plot family size based on any number of factors—one’s ideal conception of family, the kind of life one wants to lead, the disruption that pregnancy and child rearing might bring to one’s career, the terrifying thought of traveling to visit grandparents with a full brood in tow—often the decision about whether to have one child, or more, pivots on the question: Can we afford it?
This just seems wrong. How can money be what makes or breaks such a personal decision? “Why can’t we just have a kid the way our parents did in the seventies?” asked a friend I’ve known since my early twenties—I’ll call her Ava. She wasn’t referring to giving birth on a leftover hippie commune, nor did she especially hanker for a child outfitted in an orange velour ensemble and bowl haircut. She simply wanted to be able to afford having a baby, perhaps two, as so many of our parents did, almost unthinkingly, just a few decades ago. Whether or not to have ki
Product details
- ASIN : B00FO9N89W
- Publisher : Times Books; First edition (April 1, 2008)
- Publication date : April 1, 2008
- Language : English
- File size : 2.0 MB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Print length : 328 pages
- Best Sellers Rank: #185,280 in Kindle Store (See Top 100 in Kindle Store)
- #18 in Children's Studies
- #22 in Consumer Guides (Kindle Store)
- #53 in Consumer Guides (Books)
- Customer Reviews:
About the author

Pamela Paul is an Opinion columnist for The New York Times. She was previously the editor of The New York Times Book Review, which she joined as the children's books editor in 2011, and she oversaw books coverage at The New York Times. For nine years, she was the host of the popular weekly Book Review podcast.
She is the author of nine books: ” The Starter Marriage and the Future of Matrimony” was named one of the best books of 2002 by The Washington Post; her second book, “Pornified,” was named one of the best books of 2005 by The San Francisco Chronicle. She is also the author of “Parenting, Inc.”, “By the Book: Writers on Literature and the Literary Life from The New York Times Book Review,” “My Life with Bob: Flawed Heroine Keeps Book of Books, Plot Ensues" and most recently, “How to Raise a Reader,” co-written with Maria Russo. Her first picture book for children, "Rectangle Time," came out in February 2021.
Paul's most recent book, "100 Things We've Lost to the Internet," was published by Crown in 2021.
Her next book is a picture book for children, "It Simply Can't Be Bedtime," which will be published by Putnam Children's Books in May 2025 ((and can be preordered now!).
Paul has been a contributor to Time magazine and The Economist, and a columnist for The New York Times Sunday Styles section and Worth magazine. Her work has also appeared in The Atlantic, The Washington Post, The New York Times Magazine, The Economist, Vogue, and other publications.
You can follow Paul on Instagram @PamelaPaul2018.
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- Reviewed in the United States on April 27, 2008Pamela Paul, who has written lucidly and piercingly about other issues in American culture, here examines the money and mentality of raising children. She begins by discussing baby sign language, and, right away I thought about the choices I made for my children. I never did get around to teaching my kids sign language, I didn't buy the most expensive cribs or cradles. Did I screw up?? Did I damage my children? Paul reassures me that, no, my kids will do just fine, thank you.
This book is interesting from a sociologic perspective. But it's also practical. I think that any new parent (or parent of a pregnant child) should read it to get a clearer vision on what children "must" have, and what children truly need.
The bottom line: children need more of what money can't buy. And if you spend less time going out to earn the money, maybe you'll be home more to give your kids what they need: you!
- Reviewed in the United States on August 3, 2009As many have remarked, the author does an excellent job of pointing out the absurdities of our current child-centered age. The sheer number of times some simple activity is mentioned--a child's birthday party--and an outrageous sum--$25,000 to rent out FAO Schwarz--is enough to make the book worth reading, especially when coupled with the suggestion that we have most of what we need to have already inside ourselves.
I only have two criticisms:
1. Paul doesn't sufficiently emphasize the degree to which a class of people I've dubbed "Mommies" are responsible for all of this to begin with. She tends to present the marketers, manufacturers, and retailers who brought us the $1200 stroller as if they are sui generis, out of nothing. This isn't really how capitalism works. The need had to be there to begin with, however nascent and unformed. A more interesting historical account--perhaps out of the scope of this work--might have mentioned the increasing number of women in the 1980s and 1990s whose husbands had the kind of income to support one parent staying at home, and how these women, disproportionately well-educated and used to corporate projects, began to turn their kids into their corporate projects. The germ of Mommyism exploded into the kind of competition that we see characterizing most playgrounds and making working moms feel guilty in turn, and thus we got the materialism and consumerism that Paul documents so well here. An interesting anthropological observation might have been made about how these economic circumstances and their confluence with the drop of birthrates in the Western world has made each child seem more precious and important, but that's missing here.
2. The chapter Outsourcing Parenthood was a bit critical and off the mark. Some of the services she described with semi-horror--the sleep consultant, for example--seemed like very good ideas for tired parents. Often, professionals do know more than you do when you have a child, especially if it's your first. Paul did some minor equivocating about this, obviously realizing that it was true, but then continued to push her thesis too far. What actually seems to be true of the new upper middle class mothers around here is that they have somewhere and somehow imbibed the notion that if they don't do everything for their children personally, the children will fail to properly bond with them. This creates a class of women who are basically slaves to their children's every whim, and it's a sad thing to see. I can't help but think that this world would be a little better off if the highly educated and capable women who have quit their jobs to wipe noses and personally paint 20 paper plates for their children's nursery group (see Judith Warner's Perfect Madness) didn't outsource a bit more and get themselves back into jobs that would challenge them, instead of manufacturing imaginary challenges out of nursery school craft projects. If hiring a sleep consultant is what it takes to live life like an adult, count me in.
Still, an enjoyable book with a very valid thesis and howlingly horrifying anecdotes.
- Reviewed in the United States on February 8, 2009Anyone who has been a parent for more than a few years has probably noticed a change in style among many of today's new parents: a more anxious, urgent, competitive, and consumptive style. For example, in my neighborhood a large number of after-school tutoring centers have sprung up. They seem to do a brisk business. Parenting, Inc., by Pamela Paul, explores the big business that parenting has become and how that business both results from and contributes to the heightened anxieties of today's parents.
In countless ways parents seek the health, safety, comfort, happiness, and positive development of their children. According to Ms. Paul, this understandable impulse has lost all sense of proportion in America. She describes an explosion of baby stores and internet merchants that sell tens of thousands of products to new parents. Not just normal necessities. But extravagances like stroller speedometers, child-size toilet paper, infant perfumes, and baby monitoring systems that employ multiple infrared cameras and wireless technology. She also describes a growing designer aesthetic for baby gear: $55 pacifiers, $195 children's jeans, $900 high chairs, $700 crib mattresses, and a $1500 diaper bag.
For parents who want to give their children an academic head start, there are in-utero educational programs, infant flash cards, infant and toddler reading and foreign language instruction, music appreciation programs, and countless educational DVDs. Instead of the traditional play date or visit to the playground, parents can now enroll their children in junior country clubs, various infant and toddler classes, and countless other structured activities. And the average American child is drowning in toys. According to Ms. Paul, the U.S. has 4% of the world's children, but 40% of its toys.
Parent "outsourcing" businesses are also booming. For expectant mothers there are prenatal personal trainers, masseuses, and nutritionists. For childbirth itself there are childbirth coaches and doulas. For the period immediately following childbirth, there are lactation consultants, baby nurses, coaches, and mother's group leaders. And as the need arises, there are shopping services, meal preparation services, professional home baby proofers, experts that teach older siblings how to adjust to a new baby, psychologists for child and parent, tantrum tamers, nannies, nanny surveillance services, "momcierges," delousers, birthday party planners, kiddie taxi services... And numerous other "experts" who now perform tasks that were once performed by parents themselves.
I have two criticisms of this book. First, it is almost entirely anecdotal. Every chapter is a string of anecdotes, interviews, and opinions. I found this format tiring and I began to get the feeling that generalizations were being made about a whole generation of parents that are probably true for only a wealthy subset of them. Second, the book would have been more interesting if it contained more analysis of the motivations and consequences of the parental behavior it describes.
Ms. Paul touches briefly on various parental motivations, but she does not delve deeply into any of them. She suggests that parenting, like everything else in our culture, is becoming increasingly consumerist, that parents use their children to exhibit conspicuous consumption, that parents want their children to excel because their success reflects well on them as parents, and that first-time older parents often try to fit children around their lifestyle rather than change their lifestyle to accommodate children. However, she also suggests that many parents want to be good parents, but are terribly pressed for time, feel guilty about how little time they spend with their children, are anxious about their children's development, and are racked by self-doubt (possibly a result of ever increasing reliance on specialists and loss of traditional communities through which parenting skills are transmitted). All of these things add up to vulnerability to the parenting industry's advertising pitches.
Ms. Paul also mentions some of the consequences of over-anxious, over-structured, and materialistic child rearing. She suggests that we're creating a generation of kids who don't know what to do when left to their own devices. She says we're teaching instant gratification, but not problem solving, coping with frustration, or self-discipline. She questions whether it makes sense to try to make children happy all the time because it's when they're unhappy that they learn what they need to do to be content. She suggests that children learn primarily through play and interactions with others. And she opines that much of the stuff of today's parenting is touted as having educational or other benefits, but it really just takes the place of interactions between children and their parents.
If these ideas had been further developed, the book would have been more interesting, and probably more helpful to parents. Nevertheless, this is an interesting book that tackles an important topic and offers many good observations and insights.
- Reviewed in the United States on March 17, 2016This is one of the only baby books that I read while pregnant. It really helped me look at the baby industry with a clear head. I had always thought that half the things they market to mothers were garbage and this book helped to confirm my original thinking. When I went to register at Babies R Us, some of the chapters in this book kept coming back to me. Even if I hadn't been pregnant, I think I still would have enjoyed this book and hearing about the baby industry. Fantastic quick read.