STAMFORD, Conn., Feb. 25, 2021 /PRNewswire/ — Tommee Tippee, one of many quickest rising child bottle and toddler feeding manufacturers in america1, immediately launched new findings that reveal many new mothers are feeling weak to preconceived societal expectations and pressures in terms of feeding their newborns attributable to a lack of knowledge and consciousness. And that silence surrounding feeding is resulting in emotions of guilt, disgrace, and failure that may overtake maternal pleasure and erode confidence. A reported 82% of mothers skilled disgrace when feeding, and greater than a 3rd reported they felt ashamed when switching from breastmilk to components. Moreover, over half of mothers skilled psychological well being struggles attributable to breastfeeding—many bodily, emotional, and psychological challenges are nonetheless under-acknowledged. So as to add, the findings additionally uncovered that 88% of mothers consider breastfeeding must be normalized in society and 93% of mothers mentioned feeding and breastfeeding ought to be extra overtly and actually spoken about by ladies and society.
Tommee Tippee believes that each mother could have a special feeding expertise and there’s no “proper means” to nourish a child, delivering on that inclusive message with an ever-expanding vary of merchandise for each breast and bottle feeding. That perception is why immediately the model launched a daring, disruptive anthem video known as ‘The Boob Life‘ that celebrates the liberty of alternative in terms of feeding child in an effort to reset the dialog to a extra constructive expertise, making mothers really feel extra assured—nonetheless they select to feed. The video is knowledgeable and impressed by the experiences of actual mothers, showcasing all kinds of feeding experiences together with a pumping mother with an arm incapacity, a bottle-feeding mother who has had a mastectomy, and a mother tandem-feeding new child twins. By shining a light-weight on a spectrum of feeding conditions, the video goals to drive dwelling the reality that toddler feeding is available in all sizes and shapes and is completely different for each mother. The video captures a plethora of feeding moments which might be not often captured on display, from breast pumping to leaking, milky, post-feed breasts, and milk squirting from a nipple. The video can also be underpinned by strong international analysis together with:
30% of mothers really feel embarrassed by their battle to breastfeed, with 77% anticipating it to be simple
46% consider the saying ‘Breast is Finest’ makes ladies really feel dangerous if they can not breastfeed, and 42% say it places strain on ladies
Over half of breastfeeding mothers (54%) say breastfeeding had a damaging affect on their psychological wellness and happiness
“It’s stunning what number of mothers expertise disgrace and embarrassment when they’re breastfeeding,” mentioned Sharon Swan, Head of Model Advertising and marketing for Tommee Tippee North America. “It’s our hope that this video sparks extra conversations round normalizing feeding moments, placing mother within the middle. It is extra necessary than ever that we do not lose sight of mother after the newborn has arrived and we encourage actual conversations about motherhood so all mothers really feel empowered irrespective of how, when, and the place they select to feed their baby. And no matter determination mother makes, Tommee Tippee is right here to assist her.”
Coupled with the ‘The Boob Life’ video is a collection of episodic narratives that showcases actual mothers’ open and trustworthy motherhood experiences in a provocative solution to demystify feeding. The collection additionally contains private anecdotes about a wide range of frequent themes that oldsters face on daily basis however are largely unstated about in society like subjects surrounding physique picture, judgment, and breastfeeding points.
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The info was collected by an in-depth on-line survey of 750 ladies throughout america of America, United Kingdom and Australia, with 250 folks from every market. The ladies surveyed have been both first-time expectant mothers or moms to infants between 0-12 months who have been at completely different levels of their breastfeeding journey. Upon receiving outcomes, Tommee Tippee carried out an in-depth evaluation of every market, in addition to an general comparability, producing analysis studies for every.
About Tommee Tippee
Tommee Tippee® is the primary feeding model within the UK and one of many quickest rising child bottle manufacturers in america1. For over 50 years, we have made award-winning, revolutionary merchandise which might be designed to make life just a little bit simpler for fogeys. And maybe just a little extra enjoyable. Immediately we’re honored to be in households’ houses in over 50 international locations all over the world. #ParentOn.
1Supply: Allto Consulting, Storm In-Dwelling Placement 2, Analysis Report, November 2018.
Contact: Catie Valzania, [email protected], (860) 874-4031
SOURCE Tommee Tippee