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New Generation of Breastfeeding Moms Needs Support Managing Daily Demands

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SOURCE Bravado Designs

Survey Uncovers Top Issues Facing America's New Mothers

WASHINGTON, May 1, 2014 /PRNewswire-USNewswire/ -- Only 8% of new and expectant mothers report being extremely satisfied with their ability to manage the multiple demands of their lives, according to a new survey by Bravado Designs. A leader in intimate apparel for pregnant and nursing moms, Bravado also discovered that though breastfeeding rates in the US continue to climb1, breastfeeding out of the house continues to be an issue to new moms as only 17% are extremely comfortable breastfeeding in public.  

The survey of more than 1,000 new and expectant mothers, designed to unearth the challenges and true stories of today's new generation of breastfeeding moms, found that 28% of women identify as first generation breastfeeders, and also uncovered that 85% of new mothers rate the baby's father as their number one source of emotional support while breastfeeding.

Additional Findings: 

Back to Work Means a New set of Challenges for Breastfeeding Women:  Of those who report pumping at work, nearly one third find the process moderately difficult. Less than 7% find pumping at work extremely easy.  The survey found 42.5% believed their employers were not at all to only moderately supportive.  

Nine months for a baby, 6-plus months for a date:  Seventy-two percent of women think date nights with their partner are somewhat to extremely important-yet more than a third haven't had one in more than 6 months.

On the road? Yes. Comfortable? No:  Only 38% of moms are extremely comfortable traveling with a baby under 1 year old while breastfeeding, yet more than half of these women report being extremely likely to travel this year.

Reinforcing its commitment to providing new moms access to its expertise and network of partners, Bravado has released 8 new videos as part of its recently launched #LittleVictories campaign featuring a range of North American experts. The #LittleVictories campaign, now live on the company's YouTube channel is grounded in the insight that each accomplishment is a positive step toward helping new moms find success.

Bravado's Little Victories campaign is inspired by breastfeeding moms, recognizing that being pregnant, having a baby, and breastfeeding are life-changing times that can be rewarding yet challenging. Bravado's #LittleVictories campaign underscores its ongoing commitment to all mothers-recognizing that comfort and confidence lead to success. Eight #LittleVictories videos are now available featuring known experts, including:

Self Care, Katherine Stone, Founder of Postpartum Progress

Finding the Elusive Date Night, Jill Seiman, Founder of Glamamom  

Returning to Work , Nancy HoltzmanRN, BSN, IBCLC, CPN, Maternal, Infant, and Lactation Specialist

Have Baby Will Travel, With Ease, Nadia Carriere, Founder of Child Mode

Quotes:

Katherine Stone, founder of Postpartum Progress Katherine Stone (@postpartumprog)
"This new research is critically important and gives us focus," says Katherine Stone, Founder, Postpartum Progress. "Each year women give birth to 4 million babies in the US, and the emotional and physical wellbeing of these moms and their children has a significant impact on millions of American families. We now have more insight into where and how we can help new mothers succeed. It's important to understand and address the everyday challenges."

Staci Starr, Senior Marketing Manager, Bravado Designs Ltd.
"We've uncovered new pressures. Confidence and comfort come with time and with help," says Staci Starr, Senior Brand Manager, Bravado Designs Ltd.  "Our expertise combined with tools and online access to experts are designed to help new mothers feel successful, each milestone and little victory at a time."

About Bravado
Bravado Designs, a Medela company, is a leader in intimate apparel design and innovation with a focus on exceptionally comfortable nursing bras for pregnant and breastfeeding women. Established in 1992, Bravado Designs is committed to helping all new mothers achieve breastfeeding success through a wide range of products, community initiatives, and philanthropic partnerships that support women. With a clear focus on connection and care for new mothers, Bravado is fully committed to ensuring that expectant and new mothers have ready access to the tools they need to have a successful breastfeeding experience. For more information, please visit www.bravadodesigns.com, on Facebook and on Twitter@BravadoDesigns.

Contact: Jodie Fishman, Forty Weeks, jodie@fortyweeks.com, 240-482-3715

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