ABSTRACT
In the last 20 years, a new parenting philosophy has garnered increasing attention and popularity. Coined by William Sears in the early 1980s, attachment parenting (AP) proposes that secure attachment between parent and child is necessary for optimal development and therefore ‘good’ parenting. Simultaneously, neoliberalism, a socio-political context defined by market logic, has emerged as the dominant global trend. In this article, I examine the correspondence between AP, and the broader ideology of intensive mothering it expresses, and the parenting-related policies advanced by the neoliberal state. Specifically, I focus on how birth and breastfeeding policy in Britain aligns with AP, contextualising the emergence of AP and its appearance in contemporary state policy as the result of two features of neoliberalism: postmaternal and post-racial thinking. I draw attention to the experiences of black mothers and, through this lens, reveal the raced, gendered and classed dimensions of ‘good’ parenting. In my examination of these policies, I argue that postmaternal and postracial thinking have enabled the emergence of AP, an approach that individualises child-rearing and relies upon an uncritical appropriation of the so-called traditional practices of racialised women.
