Kerstin Baker-Ash

Why Apologize?

So Gisele Bundchen has felt the need to apologize for saying in an interview with Harper's Bazaar that breastfeeding should be law for the first six months. Why shouldn't it be?

Only 80% of us first time mothers even start with the intention to breastfeed our babies from day zero. 80%? Shouldn't we all be at least trying it before we discount it as "not for us"? I'm not trying to come across as a lactivist, but it bothers me that there are babies born in the United Kingdom won't even get the ultra-healthy and ultra-important colostrum during their first few days of life because their mothers decided that breastfeeding didn't go with their lifestyle.

Sure, there are more than enough reasons why breastfeeding doesn't work for everyone. I think that sensitivity to women who cannot breastfeed should be very high when lactivism comes into play, but let's not kid ourselves. Women who can't breastfeed or babies that can't be breastfed form a very small part of the percentage which don't start from the beginning. On our street, there are three babies who were born within two weeks of each other. My daughter is the only one that is breastfed. One of the baby's mothers told me that she wanted to be able to go and have a night out clubbing with her friends at the weekends, so it wasn't convenient for her. Well, at least she's not going to feed her drunk, I guess.

When my daughter was three months old, her weight dropped off a lot. We were told by the health visitor to try one bottle of formula per day to see if it helped her get back on track. The first time I gave my baby girl a bottle, I was in tears. I felt like I'd failed as a woman - I'm supposed to be able to give her all she needs for the first six months. I might've been a tad over-emotional, but why don't all women who are able feel this way when they choose not to breastfeed. It's the best start for our babies, it's the best nutrition and the best way of bonding. I love the connection I have with her, and the way it makes me feel knowing that I'm starting her off on the right track.

Have I had a glass of wine with a meal? Absolutely. I was never a clubber before I had my daughter, so I guess I don't have to feel like I'm missing out on a night on the razz. I'm very, very proud to say that I'm part of the 20% of mothers still breastfeeding at 6 months, and I plan on continuing (in conjunction with our newly started solids) for another 6 - 18 months longer. It's great for me too - weight loss and many other benefits come for breastfeeding mothers.

Where a mother and baby are able to start the process of breastfeeding together, full support and encouragement should be given so that it can continue. Gisele, you don't need to apologize. Mothers need a high profile breastfeeding push, and you're absolutely spot on.

If you're looking for support - check out La Leche League in your area for more information.

Why Mommy Bloggers Are So Influential

Marketers often dismiss the Mommy segment as a bunch of bored busybodies with nothing better to do than blog about their little child-rearing foibles in a self-obsessed blogosphere. While it might be true that moms (this one included) employ tunnel vision when it comes to thinking about their little ones, the Mommy Blogosphere is ripe with comments that could sink or swim a product before it gets off the ground.

Think about it this way - the connectivity and support offered to moms of my generation far surpass anything my mother could have imagined 30 years ago. When you rewind another 30 years to when my grandmother was having her kids, her mind is understandably blown away by the technology I use to connect with my peers. Add on top of that our traditional way of product panning or endorsement - talking to other moms in the grocery store, in the park or on the street - and you have a powerhouse of consumers who make or break your product.

We all remember the Motrin Moms fiasco, and the backlash from that still plays in our minds nearly two years later. Will you, as a mom, buy Motrin? Probably not. In the UK, Aptamil has had its own issues by trying - unsuccessfully - to entice mothers to follow on from breastmilk. I can't cite a source (except for one of our playgroups), but apparently only 1% of mothers make it to the 6 month mark of exclusive breastfeeding in the UK - perhaps the reason lies somewhere behind the clever Aptamil or Cow and Gate marketing. Hey, there's a lot of money in baby formula.

Even if my blog reaches 100 readers (which would be nice), telling you that John Lewis sleepers are the best, Sudocrem does nothing to help my daughter's rash (we use Bepanthen) and that the Fisher Price Rainforest Jumperoo is the best thing we've bought so far is just another element in our vast network. We belong to playgroups, online forums and baby clubs. 10 girls (and counting) from the LPSS class of 1999 have had babies in the last year, and we've connected on Facebook. We have our traditional ways of communicating, sure - but the reason why Mommy bloggers are such a tour de force online is because when you have a baby, the first thing you want after a good night's sleep are other moms who are dealing with the same things you are.

So, when you're marketing your new, baby-friendly product online, put yourself in the shoes of a Mommy Blogger. We're poised to make or break your effort, so market wisely.