Breastfeeding Needs A New Marketing Mindset: Part 1
Breastfeeding has been, and remains, the biological norm for feeding human babies since the dawn of time. It is the completion of the pregnancy and birth cycle designed to nurture human beings in their accelerated growth and development after birth. The first 3 months are often called the 4th Trimester because it is during this period that the mother’s milk supply will be established based upon the feedback loop between the baby, breast and brain (pituitary glands).
Early in the 20′th century, drug companies started selling commercial artificial baby milks, aka formula. Gradually women were persuaded that breastfeeding was a choice, rather than the natural food needed to ensure the optimal growth and development of their infants during the first year of life and beyond. In the late 1960’s, formula began to be marketed directly to the medical community and a sharp decline in the initiation and duration of breastfeeding was noted throughout the world. In less than a century, it was no longer the birth right of human babies to be fed their mother’s milk.
What’s a breastfeeding advocate to do to combat the marketing prowess of Big Pharma? For the past 25 years legions of dedicated lactation professionals and breastfeeding women have pondered this question, myself included.
The basic approach has been to promote breastfeeding by proclaiming that it is natural and full of health benefits for both the mother and her nursling. Education and peer support have been the primary tactics to shift the global paradigm back to breastfeeding as the accepted norm.
Unfortunately, modern breastfeeding advocacy has been fashioned from a defensive mindset. Marketing efforts take on formula, tit for tat, pun intended. The activity of breastfeeding has been steadily taking a backseat to the commodity of expressed breast milk.
In their efforts to create an evidence-based model, many lactation consultants have moved their attention away from direct breastfeeding and are promoting pumping and breastmilk to go up against the competition, one-on-one, bottle by bottle.
The current breastfeeding marketing strategy is in desperate need of an overhaul. What do you think?