On May 6, the mother and baby room in Hangzhou Xixi Impression City was quietly changed, and the original sign of "mother and baby room" was replaced by "nursery room".
One word difference, but behind it is a big change.
In the past, the mother and baby room, where men stopped, has become a public facility that both parents and mothers can use to better serve groups with babies.
There are not a few "nursery rooms" upgraded like IMAGECITY. This is one of the "Better Mother's Day Gifts" brand actions launched by Babycare, the leading brand in the maternal and child industry, during Mother's Day in 2022. The original gendered label of the "mother and baby room" allows fathers to better participate in raising babies.
In addition to promoting the upgrading and renaming of Babycare mother and baby rooms, the brand will also build 100 mobile nursery rooms in 8 provinces and cities including Beijing, Zhejiang and Shandong.
Compared with the traditional mother and baby room, the mobile nursery room is more private, and fathers and children can also enter.
Nursing table, nursing chair, USB power supply, children's toys and other facilities are provided inside the mother-infant room, which can meet the needs of various types of functions such as breastfeeding, changing diapers, and short rest.
Behind the name change of the mother and baby room is the voice of the evolution of parenting concepts
As Generation Z has become the main force of the population of childbearing age, the new generation of parents have new parenting concepts, the division of labor in the family is increasingly diversified, and more and more fathers are involved in the process of raising babies. things" is becoming the consensus of more and more people.
According to data from iResearch, in 2021, in addition to sleeping time, 43.8% of baby dads will spend more than 5 hours with their babies every day.
In addition to regular actions such as feeding and playing, dads also participate in various parenting matters such as storytelling, diaper changing, and homework tutoring. Dads are no longer "pig teammates".
In the past, parenting labels such as "male in charge of outside and female in charge of home" and "bringing a baby is a mother's business" are increasingly inapplicable to the new generation of parents.
The wind of father bringing a baby even swept the Rapper circle whose heart was higher than the sky.
On the eve of Mother's Day, with the help of the new baby dad and rap star Bridget Bridge, who frequently brought babies out of the circle, he released a piece of rap created by himself on the Douyin platform, along with the video with the baby as a "better Mother's Day gift", " Bringing a baby is also a father's obligation, it's time to show real skills, it's all very easy, put love in your heart, and empty the shopping cart before mom comes home." The rhythmic magical BGM and funny baby-carrying The combination of the pictures instantly set off a wave on social platforms.
One day after the video was launched, the number of views on the Douyin #bettermother's daygift related topic page exceeded 10 million.
In fact, in the rapper circle, bringing a baby is not a rare thing, but a new world for rap fighters to "introduce" each other.
For them, bringing a baby is as cool as rap, and it can also be done professionally and with personality.
"I said that I want to be a responsible and responsible dad, and it's cool to teach him music and grow up with him."
As one of the representatives of the Rapper circle of hardcore children, Bridget said about the inspiration for this video, "I hope to protect the dearest mother with the baby, father with the baby, happy mother, maybe it's a #bettermother's day gift #." Rapper's style of bringing a baby is a portrayal of the change in the parenting concept of the new generation of parents.
'Redesign for love' Babycare pushes for de-gendering of mother and baby products
It is not only the inherent concept of parenting that needs to be changed, but the label "bringing babies is a mother's business" is also reflected in the design of maternal and infant products.
For example, bags with babies are called "Mummy bags", which are designed according to women's body and aesthetics.
For example, most of the mother and baby rooms are stopped by men, and if you want to change a diaper, you must go to the mother.
Many cleaning products will say "protect mother's hands"... Perhaps the original intention of these designs is to care for mothers, but to some extent, it reinforces the social label of "parenting is mother's business".
As a leading brand in the mother and baby industry, Babycare launched the "Better Mother's Day Gifts" campaign on Mother's Day this year, which is precisely based on the needs of a new generation of parents, "redesigning for love" and breaking the unreasonable.
In addition to upgrading the mother-baby room to a nursery room open to both mothers and fathers, Babycare has also redesigned the "Mummy Bag", tore off the obvious gender labels, and launched products according to body shape, usage habits, aesthetic needs, etc. There are "walking bags" that both parents can use, as well as a baby carrier that is more suitable for dad's size, and a building block table that can better withstand dad's weight.
Through the "de-gendering" of maternal and infant products, it will help to build a parenting-friendly society.
"We're redesigning not just products, but a new generation of parenting concepts and approaches," said Babycare's chief brand officer.