A 21st Century Global Breastfeeding Culture
Sitting in a chair with her pillow strategically placed so Kylie, her newborn, will be positioned properly at the breast, Amanda wonders how she will have overcome all of her pre-conceived breastfeeding challenges by the time she must return to work.
Amanda reflects on her conversation with the manager at the daycare she had chosen who had told her that there were many “breastmilk” babies in the center and that Amanda could either leave expressed milk or come to feed her baby during breaks. She remembers the sense of relief that had washed over her when she heard that. She has opted to get an electric pump so she is able to express milk while at work, bringing milk home for the next day.
Through regular prenatal visits and childbirth and parenting classes, Amanda was able to develop a plan for giving birth and caring for her baby. After receiving information on the many benefits that breastfeeding would have for both her baby and self, she gave careful consideration to her eventual return to work. Breastfeeding seemed as though it would be much easier for her than preparing bottles and breastmilk substitutes.
Amanda works in a busy department store checkout. Prior to her leave, she approached her manager and explained her concerns. She had been employed five years and was a good employee. Finding her manager to be a strong breastfeeding advocate, a plan to use a back room for Amanda and any other women at work who needed to pump or feed their babies was made. Amanda’s manager realized the importance of retaining good employees. The national average cost to hire and train a non-management employee is $2,250, while the national average for recruiting managerial and other professionals is even higher. Women, who are unable to continue breastfeeding when they return to work may resign. If they must give up breastfeeding to hold their job, the sense of frustration and loss may lead to decreased productivity and employee dissatisfaction.
Employers are being nudged to look at their workplaces to determine how they are supporting women returning to work after maternity leave. There are definite advantages for employers who support women’s efforts to breastfeed through the first year of their infant’s life. Among these advantages are: enhanced productivity, improved employee satisfaction, a positive image of the business in the community, increased retention of skilled and trained employees, decreased absenteeism, and lowered healthcare costs. For example, Home Depot, several years ago, realized a savings of $42,000 in one year from decreased absenteeism of breastfeeding mothers. Aetna, in recent years reported a savings of $1,435.00 on medical claims and 3 days sick leave for each mother who was encouraged to continue breastfeeding. The savings in healthcare dollars as well as lost sick days can be really add up. The workforce has been and will continue to change dramatically. It is predicted that two-thirds of new employees over the next decade will be women starting or returning to work, many of whom are childbearing age.
Amanda, in this story, is a fictitious character, but the scenario is real. All across America, healthcare providers are supporting women as they initiate breasfeeding, providing information and counseling and helping them to develop plans to continue breastfeeding through the rigorous demands of everyday life.
Women in America are breastfeeding at an initiation rate of 65%. The Academy of Pediatrics is encouraging breastmilk as the “standard” for optimal infant nutrition and encourages exclusive breastfeeding until 6 months and breastfeeding to at least a year or beyond. The Department of Health and Human Services has developed a National Blueprint for Breastfeeding. The Surgeon General has set a 2010 national breastfeeding initiation rate goal of 75% with women continuing to breastfeed their babies at a rate of 50% at 6 months. The World Health Organization and UNICEF have developed the Baby Friendly Initiative with 10 steps to be taken by hospitals and birth centers that will ensure protection and support for breastfeeding mothers and babies- recommending that consumers look for Baby Friendly Facilities in which to give birth and be taken care of.
Some health initiatives are asking healthcare providers and organizations to discontinue the implied endorsement of formula products by removing free formula product samples from their institutions, contending that these free samples often confuse the consumer since they are so contrary to the strong promotion of breastmilk. Is this saying that breastmilk substitutes are bad? No. In some instances they may be necessary. But it must not be omitted that research is showing a significant eye-catching percentage of newborns that are sensitive to the bovine protein in the long line of breast milk substitutes, which leads to some of the maladies and discomforts seen in bottle-fed newborns and infants. It must also be noted that breastmilk is nutritionally and immunologically perfect for infants, while breastmilk substitutes are not. There are only a few instances when women should not breastfeed their babies and breastmilk substitutes are necessary.
The national culture that did not support breastfeeding 10 years ago is changing. Some states have added breastfeeding to their health education curriculum. Fathers are also being included in the education process. Women are breastfeeding in restaurants, churches, meetings, at parks, and in malls. Lactation Consultants, specializing in breastfeeding, are more frequently found in hospitals, office settings and in private practice. Women are returning to school and work with breastpumps in backpacks and briefcases. Breastfeeding websites are multiplying and access to research based information is increasing, dispelling the myths carried through generations of women. Healthcare professionals are beginning to give out correct information about the benefits of nursing.
Women are successfully breastfeeding in greater numbers and are now mentoring each other. Some areas of America have reached, surpassed, or are nearing the Healthy People 2010 goal, while many areas of America are still working to create a supportive breastfeeding culture. Legislative, corporate, healthcare, and social support are key elements in this cultural change. The fact that breastfeeding women benefit healthwise adds to this national focus to increase breastfeeding rates. Women, in increasing numbers, no longer view breastfeeding as a sacrifice but instead are beginning to see that not being able to breastfeed is the real sacrifice.
Yearly, World Breastfeeding Week, August 1-7th, honors the many professionals who are working hard to provide women and infants with the information and support to initiate and continue breastfeeding. America is a model for many developing countries. Ironically, however, because of the many years of feeding our babies breastmilk substitutes, we have modeled a behavior that developing countries believe to be best. The entire world has now become engaged in this great effort to give babies in both industrialized and developing nations the best in nutrition and lifetime protection through breastfeeding.
There is a great effort to undo the damage that has been done. Breastmilk is the best nutrition a baby can get, and research is showing the promise of a healthier future for people who were breastfed and breastfed exclusively. United States Health and Human Services and the American Academy of Pediatrics are taking an even stronger stand to encourage women to breastfeed their babies exclusively for at least 6 months – meaning nothing but breastmilk for 6 months. Women have helpline numbers, support groups, and specialists they can rely on. Early education, preparation and support is truly making breastfeeding initiation much easier.