Sold a Dream: The Real Cost of Infant Sleep Products

A drop-in exhibition for parents, families, and those expecting babies to come into their lives (whether it be their own children, or from friends, or family members).

The exhibition, running 10am-4pm, will showcase the existing research about baby sleep products and aim to encourage members of the public to question what babies really need, and what they are told that babies need through clever marketing. The exhibition will feature interactive games (eg. online questions or quizzes), displays, and conversational prompts.

An overwhelming amount of baby sleep products are marketed to parents and people with babies in their lives. We want to highlight the financial cost of this industry for parents, and provide research-based evidence about what parents actually need for their babies, and to demonstrate that just because a product is sold, it does not mean that it is either necessary or safe.

Prior to the event we will conduct an online survey asking what baby sleep products they purchased or were gifted, how much these cost, what drove each purchase, and which of these products they eventually found useful for their baby’s sleep. Results of the survey will feed directly into the exhibition, shaping which products we highlight on our “evidence vs marketing” displays. Those attending can expect to learn what is essential for baby sleep, what is nice to have, and what should be avoided. This drop-in session is useful for parents, for those expecting, and for those who might be buying gifts for new babies in their lives. More broadly, the survey will aid us in developing a practical, evidence-based guide on what is actually needed for safe infant sleep versus what is driven by anxiety and marketing which we can disseminate via our social media and website, helping families reduce the costs of new parenthood.

Sophie Lovell-Kennedy, Manager of the Durham Infancy and Sleep Centre, Department of Anthropology at Durham University; Professor Helen Ball, Director of the Durham Infancy and Sleep Centre, Department of Anthropology at Durham University; Dr Amanda Tan, Assistant Director of the Durham Infancy and Sleep Centre, Department of Anthropology at Durham University.

All

All members of the public are welcome to engage with this event, but particularly parents, grandparents, and families. 

Drop in session. No booking required

10am to 4pm both days