This work aims to analyze, through a theoretical study and field research, the possible influences of contemporary culture, with an emphases on issues of efficiency and consumption, in the process of building the relationship between mother and baby and their repercussions of maternal practices. For that, a support on Psychoanalysis, History and Sociology was explored. A variety of aspects are involved in nowadays expectations on maternity. Feelings of insecurity and uncertainty are present in the contemporary world, where life is dictated by uncertainty, instability and fluidity of values. Due to that, contemporary subjects often believe they need specialists to back them up in many different areas. The insecurities present in maternity, especially when it comes to firstborns, are here highlighted, questioning the search of support made available by a market that today proposes answers in form of courses, textbooks and many other products to be consumed.