Be an Aware and Researching Consumer

I recently overheard two people complaining about some products on the market, how they were unnessecary and how the root of all our problems is advertising. Being an advertising executive and a lover of great advertising (not to mention the freedom we enjoy to advertise and be advertised to) I always have the same reaction to these comments: Our decisions are our own – we as consumers and particularly parents are responsible for our actions and further, our buying decisions. Advertising is a tool we can use to learn about new products it is never supposed to be the one source for decision-making.

I always use the “pull-ups” example. Pull-ups are well advertised and if you didn’t talk with experts or research potty-training, you’d think that was the natural next step after diapers. Experts advice? Never put a pull-up on a child (until there is a demonstrated problem which has been discussed with your pediatrician). This scenario actually applies to me. I thought pull-ups were the automatic next step and thankfully my all-knowing mom stepped in and recommended I not put a pull up on my daughter (she was a little over 2 and I was pregnant with twins and desperate to potty-train before I had THREE in diapers). We did “big girl panties” and she only had a couple of night accidents. I could go on and on with anecdotal stories from others that when they got the nerve to take away the pull-ups, their child had one or two night accidents and that was it. Obviously there will be times and children (and likely at least one of my twins since I’m using this as an example!) where pull-ups are exactly what is needed. Which actually brings me to my main point: formula advertising.

With all the formula advertising about brain growth and eye health, etc., etc., one might think that formula was a natural part of feeding a baby. Worse are the claims about being “close to mother’s milk” or at least closer than the competition formula. As parents we MUST make decisions not based solely on advertising but based on research and advice from organizations like the American Academy of Pediatrics and the US Center for Disease Control and Prevention.

If for medical reasons and on the advice of a knowledgeable medical professional (and I recommend a second opinion, too) one chooses formula, then thank goodness that is there for that situation. But there are studies after study, stats, facts and proof that breastmilk reduces disease risk in both mom and baby, reduces risk of obesity, protects baby’s GI system, has immunity properties and is the perfect food for babies even changing as the baby grows. No formula can come anywhere CLOSE.

I’d like to actually change the questions and what we research as moms. Instead of breastfeeding vs formula, I hope our questions become Q) How might a professional (like a doula) help me breastfeed and Q) which hospital in my area is the most breastfeeding supportive (also called “baby-friendly) or Q) what few supplies might I use to help me breastfeed more comfortably?

If we can change the focus of our conversations and thus change the questions, we will automatically reduce the acceptance of the extremely inefficient claims from formula. Instead of restricting a company’s right to advertise (truthful statements), let’s raise our own discernment level.

One last thought: Once a new mom is researching formula and comparing the “promotion of eye health” between one kind or another, we’ve already failed that mom. It’s too late for label warnings to matter at that point. Work with me to prepare women and expectant moms BEFORE delivery with research and information on breastfeeding so they never even have to face comparing one non-sterile, processed, dead formula against another.