Entrant:  Marsaili McGrath

Copyright: 2025 Marsaili McGrath

Funding:  SGSSS - ESRC ES/P000681/1

AI:: Midjourney

This image exposes the seductive yet troubling paradox of the “Mumfluencer”—a polished, affluent vision of motherhood. Embodying a shoppable life, sold as aspirational, where being a ‘good mother’ means consuming more. But at what cost? Beneath the glossy perfection lies mounting anxiety and environmental destruction. My research unpacks how mumfluencers reinforce and resist these forces, revealing the hidden stakes of a $2.4 trillion industry that profits from maternal perfectionism.