Look what they’re doing! Formula marketing assault on exclusive breastfeeding

Time-frame: 60-120 minutes
CERP: yes

Infant formula marketing has become more intense. As formula companies vie for positioning, customers, and leverage over infant feeding decisions, exclusive breastfeeding has come under attack. Formula companies, especially new and smaller ones trying to break into the market have endeavored to change the narrative on how babies are fed. They are trying to capture the breastfeeding market by redefining infant feeding to that of combination feeding, creating a market where none existed before. Exclusive breastfeeding is positioned as a problem, with formula as the solution to encourage combination feeding as the norm. A blitz of ads on social marketing sites vilify exclusive breastfeeding, use paid influencers to persuade mothers to add formula to their infant’s diet, and tell mothers that it does not matter how they feed their baby. New formula companies have partnered with healthcare platforms, breast pump companies, and retailers to promote combination feeding and desensitize parents to the benefits of breastfeeding. This presentation will expose these new marketing tactics and offer interventions to counter a well funded campaign to erase exclusive breastfeeding.



Marsha Walker RN, IBCLC


Country: USA
Phone number: 781-893-3553
Email: Marshalact@gmail.com
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Publications

Breastfeeding Management for the Clinician: Using the Evidence, 5th edition

Breastfeeding Management for the Clinician: Using the Evidence is the perfect tool for busy clinicians who need a quick, accurate, and current reference. It provides the essentials of breastfeeding management to support best outcomes for breastfeeding families. Now in an updated and modernized fifth edition, this unique resource features new information on the political and social landscape of breastfeeding, LGBTQI+ families, milk sharing, exclusive pumping, new breastfeeding products, breastfeeding in emergencies, additional feeding care plans, and access to downloadable Patient Care Plan Handouts to help both patients and clinicians navigate common breastfeeding challenges and questions. Breastfeeding Management for the Clinician: Using the Evidence, Fifth Edition includes literature reviews while covering incidence, etiology, risk factors, prevention, prognosis and implications, interventions, expected outcomes, care plans, and clinical algorithms. With a focus on the practical application of evidence-based knowledge and a problem-solving approach, this reference helps busy clinicians integrate the latest research into their everyday clinical practice.