Consumption, resilience and respectability amongst young mothers in Bristol

The progressive commercialisation of motherhood, babyhood and childhood means that consumption is becoming an increasingly important terrain through which maternal identity, style and parenting practices are displayed and ‘caring projects’ are enacted. Whilst all mothers may seek to act meaningfully by consuming for their children, this paper argues that aspects of material culture hold particular value for teenage mothers who are positioned outside the boundaries of normative mothering and are often managing on limited financial resources. Consumption emerges as an important site for oppositional strategies through which the young women who took part in this study seek to re-image themselves as respectable carers and deflect negative associations of poverty away from their children. The young mothers’ investment in consumer goods, however, is often subject to public scrutiny, criticism and ridicule, and their spending is a site for policy intervention. This paper argues that these young mothers’ consumption practices should not be seen as problematic, trivial or pathological, but rather they can be understood as an expression of resilience in the face of a sensation of public visibility, judgement and condemnation.