Mass Consumerism and the Endless Quest for the New

Mass Consumerism: New and Shiny!

New and Shiny!

I’m drafting this at 3.30am in the morning. I’m sitting in pyjamas with my daughter curled up next to me, laptop on my knees, lamplight casting a low glow to contrast the light of the tv; ‘Magic School Bus‘ is teaching us about viral invaders. It sounds all warm and cosy; it is…. except it’s 3.30am in the morning!

Don’t get me wrong, Miss 3 is a crap sleeper but tonight (and the night before) isn’t because of her health concerns. We’re awake because yet another nappy company decided to get on the train of ‘New and Improved!’, ‘All New Look!’, ‘Amazing New Technology!’. I could give two shakes of a rat’s tail for their heavy use of the word ‘new’; what I want in nappies is a reliable steadfast product that works. I have enough sleep deprivation in my life without needing to spend time in the supermarket re-evaluating nappy brands.

It’s not that long since popular nappy company Treasures changed their design causing an uproar amongst parents that eventually moved from social media parenting platforms to the mainstream news. I watched with interest (and respect) as one determined mother took our concerns to the news outlets and with our permission shared our crappy experiences (pun intended).

Now another nappy company, Kiddicare, has decided to follow suit and change their design to a dramatically new look that is eerily similar in look to the new design Treasures nappies. Their website claims “Our new five layer ultra-thin absorbent inner core made from hi-tech fibre makes for a better performing nappy.” Their ‘breakthrough technology’ and ‘non traditional materials’ are presumably meant to attract additional customers and justify a price increase.

The reality is that their old nappies worked. They were well priced and effective which is all I actually want in a nappy. I have had countless leaks from the new ultra-thin nappies during both day and night. Tonight I tried double layering the nappies and her pants; they still leaked (despite her only having a few sips of water before bed!) and I was woken yet again by her feeling cold and chilled in the middle of the night. I’ve already complained to the company (firing off an email at 2.30am yesterday) but that still leaves me having paid for a large box of nappies that have no functional purpose.

I’m frustrated and tired (and regretting that mug of coffee now) by lack of sleep and needing to strip bed sheets in the middle of the night. My ASD daughter does not sleep easily and is very routine focused. To her wake up time means a bottle of formula and cartoons; I know from experience that she will be awake for several hours before I have a chance of easing her into a nap. If I’m super lucky I can sometimes get her back to sleep when she wakes during the night but not once I’ve had to change clothes and sheets.

The question arises why multiple nappy companies are feeling the need to change their design in the first place (and why they haven’t done more product testing before release!). One can only assume it’s because they feel the need to dangle something new and shiny in front of consumers to attract their attention (like we’re nothing more than magpies indiscriminately collecting anything from tinfoil to gold watches) and have forgotten that their core purpose should be deliver something that works. I wish they would instead go with the maxim of ‘If it ain’t broke, then don’t fix it’ and instead focus on aesthetics. Why can’t they just release limited edition runs of new prints with collectible cards inside the packs? Tell me all about the wonders of pandas and leopards with accompanying cute prints but have the nappies actually work!

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s