Gwyneth Paltrow’s Goop has partnered with non-profit organization Baby2Baby to highlight the fact that in more than half of the US states, diapers are not treated as essential items like medicines or groceries, but are taxed at the same rate as luxury items. .
Gwyneth Paltrow’s lifestyle company Goop wants consumers to know that diapers aren’t classified as essential in 33 US states, so they’re taxed at the same rate as a luxury item. As a result, many families are struggling to make diapers for their children.
To raise awareness of the economic barriers to diaper use in the United States, Goop has partnered with Baby2Baby, a nonprofit organization focused on providing care products such as diapers and clothing to underserved children in Los Angeles and disaster-affected areas. .
To emphasize unnecessary taxation (which also applies to hygiene products such as tampons and pads in many states), the two organizations today launched fake luxury diapers dubbed ‘diapers’. Adding the generosity of a classic diaper, The Diapér is a disposable diaper lined with natural alpaca wool and encased in gemstone amber. A 12 pack of faux products sells for $120, which is an expense a family could incur each year by purchasing a diaper that is subject to non-essential tax.
Goop showed off a spoofing campaign in an Instagram post yesterday that included a stylized image of a new diaper surrounded by sumptuous plants. Fans reacted in surprise and disbelief. “Oh my goodness […] Wonderful moms should be more gorgeous and untouchable!” You have created one user. Diapér best predicted that it must have been a joke, and many shared the following comments: “Is today April Fool’s Day?” However, some users have hinted that if it were a real product, they wouldn’t be completely shocked. “It must be a joke. I know nothing about Goop,” said one person. To many, in light of the company’s previous strategy, it may seem like a launch isn’t entirely an issue. It’s hard to forget the controversy it caused when they started selling expensive jade eggs that claimed they could provide a variety of health ‘benefits’, from vaginal insertion to bladder control. to pay a $145,000 settlement fee to the California Consumer Protection Agency in 2018). Today, however, Paltrow has released the Diapér stunts on social media as a call to action to increase economic access to essential childcare items.
Paltrow has been working to raise awareness of this issue. Earlier this week, the actress talked about her diaper tax in her Mother’s Day section of CBS News. “Recently, the Goop team hadn’t really thought about the cost of diapers,” she said. “According to the country, [the non-essential item] Sales tax can add 1.5-7% to the cost. This makes diapers the fourth-highest household expense for many low-income families.”
According to Baby2Baby co-CEOs Norah Weinstein and Kelly Sawyer Patricof, the gap in diaper access only widened during the pandemic. “In the past decade, we have seen families in poverty have to make the impossible choice between diapers and food for their children, and this desperate need has been exacerbated in the past two years by the coronavirus,” they explain.
And during the pandemic, the problem of diaper access and unmet needs had a variety of negative effects on the health and well-being of babies. A scientific study published in February in the journal Health Equity found that diaper need during Covid-19 is correlated with chronic illness, food insecurity and poverty. The results also support previous research that about a third of American households with young children experience diaper needs.
“Our mission is to provide the necessary necessities to vulnerable families, but we also support the necessary changes that will have a profound impact on lives. Diapers are not a luxury and should not be treated like a luxury,” said the co-CEO. “Partnership with Goop is [a diaper to] A luxury – when parents know they are a necessity in every way.”
The Diaper campaign was developed in collaboration with independent creative company Mother LA. The agency’s head of strategy, Amaris Singer, explains that although the project was on a “tight” schedule and budget, the team was able to remain “collaborative and agile” throughout the creative process. “Our shared passion for the cause energized the whole process and empowered the team to the fullest to make it their own from the start.”
The news comes amid a nationwide formula shortage that worries the well-being of many children and families.
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