Unless you’ve been living under a rock, you’ve probably seen or heard about the thought provoking Similac video shown below, The Sisterhood of Motherhood:
Lactivists have rushed to point out that the video is a marketing tool.
Duh!
Everything done by industry is a marketing tool. In this case, the video serves the same purpose as those enigmatic Matthew McConaughey car commercials. It’s meant to promote brand awareness.
You might think that lactivists are appalled by the Similac video because it might undermine breastfeeding. That’s part of their ire, but that’s not the main reason. The real reason why lactivists are incensed by the Similac video is because it is meant to reduce the guilt that new mothers suffer.
Isn’t reducing new mothers’ guilt a good thing?
Well, yes, if you care about babies and mothers. But if you care about the breastfeeding industry, it’s bad, bad, bad. Why? Because the breastfeeding industry, from lactation consultants to the folks at the oxymoronically named Baby Friendly Hospital Initiative, profits by monetizing guilt. Simply put, assuaging maternal guilt about formula feeding threatens the bottom line.
Consider the fee schedule for Baby Friendly Hospital accreditation. What? You thought the designation was free? Don’t be naive!
A hospital must pay $11,700 for the designation.
Moreover:
If a facility takes longer than one year in any phase, an additional fee, equal to the fee for that phase, will apply.
If a facility takes less than a year to complete any phase, it may move on to the next phase by submitting the appropriate materials and next phase fee. Phase fees are not pro-rated…
If a facility does not pass its on-site assessment, additional fees will apply for re-assessments.
No refunds will be issued for any fees paid.
And as the BFHI notes:
Fees paid by hospitals and birthing centers seeking the Baby-Friendly designation are the primary source of funding support for Baby-Friendly USA, Inc.
How about lactation consultants?
They charge $120-$300 per HOUR for their services.
Breastfeeding, for those in the industry, is big business and keeping those profits coming means inducing guilt in new mothers and then monetizing that guilt.
Even though the guilt doesn’t mean big bucks for lactivists who aren’t working in the industry, it is still worth its weight in gold. How else can you convey your superiority as a mother except by making other mothers feel guilty that they haven’t met the standards that you have set?
The inimitable Feminist Breeder had this to say:
“Don’t judge moms” is a great message overall, but sleezy when being used specifically to sell a product solely designed to separate you from your own milk.
English to English translation: “Don’t judge moms” is a great message overall, but horrible when it undermines my claims to superiority.
As usual, Suzanne Barston, The Fearless Formula Feeder has her eye on the ball. Writing about critics of the video, she notes:
But, see, you’re proving the point.
You’re proving that the perceived judgment among women isn’t all in our heads; that it isn’t something the formula companies and media have created, but rather capitalized on. Those are two very different animals. Of course formula companies are going to talk about judgment and choice and empowerment and all those other triggering terms in the infant feeding debate. Because it resonates…
Formula companies see the need, because women who formula feed are made to feel ashamed of their choice…
This is where she hits in out of the park:
This isn’t a war, even, because that implies some sort of mutual disagreement. It’s one side bullying another, refusing to hear the other side’s point of view, denying the other side’s right to exist. For that side, the only peaceful resolution involves accepting a totalitarian regime, no middle ground. And since there’s no way to argue against someone when they shut down your right to be heard, it’s a losing battle.
Lactivists opposed the Similac video, not because of who made it, but because it attempts to assuage guilt.
Follow the money. Lactivists monetize guilt; hence their horror when someone tries to alleviate it.
