The promo for Gymboree that arrived in my Inbox this week seemed like just another innocuous press release. But the marketing strategy caught my attention. The longstanding company is pitching their moms and tots play and music programs as an opportunity for "quality time."
And here I'd been thinking that inane phrase - dreamed up to appease folks riddled with guilt over quantity - had gone the way of those annoying Baby on Board signs.
Gymboree cites a recent University of Maryland study showing that today's moms spend more time focused on their children than mothers did 40 years ago - 14 hours a week versus only 10 hours for moms in 1965. The catch? According to those surveyed, not enough of it was "quality time."
"What's lacking is enough truly engaged time between kids and moms," says Gymboree. (The answer is, of course, to enrol in 12 classes for $200 right this minute, but that's beside the point.)
Is anyone else out there as tired as I am of these meaningless studies measuring parenting today versus 40 years ago (before it had become a verb). After all, it's kind of like comparing playtime in front of Halo to playtime involving Cowboys and Indians.
And what exactly are these 14 hours a week anyway? Does it include accompanying kids on playdates? Doing their homework for with them? Or generally hovering over them whilst they play at things we were kicked out of the house to do? Does it include shared screen time in front of Dancing with the Stars?
I was a 60s kid, and back then moms played a supporting role in childhood, inhabiting a separate adult world for much of the day, and not prone to overthinking the matter. But in the event I needed mine - nightmares, blood, bedtime stories - I got her 100 per cent. That was plenty good enough for most of us, who somehow managed to amuse ourselves and survive a world without tobogganning helmets or childproof caps on the Aspirin bottle.
Many of today's moms, as this story reveals, are determined to second-guess their way through motherhood. God forbid they clean the house or do laundry when they're kids are awake. And what's up with that mom who laments taking her kids on errands and for haircuts instead of playing with them in the snow. No wonder this generation is so damn tired.
In the interests of our health, let's ditch the "quality time" myth for once and for all. Let's just call it paying attention. And you don't have to make a big production of it. You can do it in the grocery store, or the car with the DVD player turned off or lying on the grass looking for cloud shapes. You can do it while teaching junior to dry the dishes or feed the cat.
More to the point, you don't have to spend hundreds of dollars to attend moms and tots music lessons or Gymboree. And people marketing their programs, however fun and healthy they might be, shouldn't insult us by suggesting otherwise.




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