As many sociologists and cultural theorists have noted, the neoliberal drive towards individualism, marketisation and financialisation has profound implications for all aspects of human relationships and social groupings. In the US and UK in particular, family life has become a specific focus of state and media concern regarding the suitability of certain parenting styles and their capacity to ‘deliver’ in terms of turning out productive, high-functioning and mentally robust future citizens, workers and consumers (Gillies 2007, 2–10; Quiney 2007; Jensen 2012; McRobbie 2013; Macvarish, Lee and Lowe 2016).