Stacey Dooley leads an online revolt against infant feeding judgement with Tommee Tippee
As new research reveals the majority of parents suffer ‘feeding judgement’, Tommee Tippee launches national campaign to celebrate and normalise all infant feeding experiences
- Over half (53%) of parents report having felt judged for how they feed their babies
- 57% of bottle-feeding parents report being judged for using a bottle, compared to 38% of parents who breastfeed.
- One in four (25%) parents report that being judged for their parenting decisions has had a negative impact on their mental health
- Almost three quarters (71%) of parents say seeing other parents sharing their parenting journey on social media has given them confidence in their own parenting decisions
- Whilst almost two thirds (63%) feel that seeing their own feeding experiences represented on social media has had a positive impact on their mental health
SEPTEMBER 2023, UK – In the face of a ‘rising tide’ of judgement and stigma surrounding infant feeding, Tommee Tippee and broadcaster Stacey Dooley have launched #TheSocialFeed: a social media movement that celebrates and showcases everyone’s unique feeding stories. The campaign is inspired by new research that reveals over half of UK parents feel judged for how they choose to feed their babies, contributing to the social pressure of modern parenting.
Television presenter, mother, and campaigner, Stacey Dooley said: “Before becoming a mum myself I really had underestimated how contentious an issue feeding your baby can be!
“Everybody’s circumstances are so so different, and the idea that new parents can feel judged is just so unhelpful. As if they haven’t got enough to worry about!
“The Social Feed is such a beneficial campaign. I love the idea that parents can feel comfortable sharing what they’re going through and what’s working for them and what’s not. Support and reassurance is key for new mums and dads.”
Growing stigma
According to the study of over 1,000 UK parents*, commissioned by baby and parenting experts, Tommee Tippee, 53% of respondents report having felt judged for how they feed their babies. Because of this pressure to conform, mothers and fathers are having to defend their choices and are feeling guilty for creating feeding routines that work for them. However, 71% of parents have found that seeing other parents sharing their parenting journey on social media has given them confidence in their own parenting decisions.
#TheSocialFeed Movement
Inspired by these findings, Tommee Tippee - along with Stacey Dooley and a host of influential parents - is encouraging parents to share their own feeding stories and highlight their own journey and experiences, whether it be with bottle, breast, or combi-feeding, through its latest social initiative: #TheSocialFeed campaign.
This campaign is part of a bigger commitment and programme of activity with the brand’s mental health partners** to support parental mental wellness. Tommee Tippee is hoping to change the conversation for good through sharing authentic feeding experience, as almost two thirds (63%) feel that seeing their own feeding experiences represented on social media has had a positive impact on their mental health.
Tommee Tippee aims to build a more supportive parenting community through its Social Feed campaign, in order to combat the pressures parents feel when feeding their infants. One in three (33%) parents admit feeling guilty after being judged for their feeding choices, while 27% felt like they were a failure as a parent, and a quarter revealed that the judgement they faced took a toll on their mental health.
Bottle Feeding Most Contentious
When it comes to feeding methods, all parents are judged. Those who exclusively bottle feed are far more likely to experience judgement (57%) compared to breast-feeding parents (38%), as there is an expectation for parents to feed their babies ‘naturally’.
However, despite these expectations, over twice as many (47%) parents believe there is more judgement for breast-feeding in public rather than bottle-feeding (19%). Perhaps predictably, women bear the brunt of this judgement, as nearly three quarters (73%) of mums say they have been judged for their parenting choices, a stark increase from 53% of fathers.
Tommee Tippee Global Marketing Director, Anna Howes said:
“There’s no place for judgement in parenting and with The Social Feed we want to help liberate parents during what should be one of the most positive and exciting times of their lives.
We’ve supported generation after generation of new parents and in our 65-year history we’ve never felt more compelled to help mums and dads than after seeing this research.
1 in 4 parents' mental health being affected by judgement is not ok. And through this campaign and our ongoing commitment to Parental Mental Health charities we want to shift this culture from criticism to compassion”
You can follow the campaign at @tommeetippeeuk and #TheSocialFeed, with further information on www.tommeetippee.com/the-social-feed-uk.
