Beech-Nut, the long-trusted baby food brand dedicated to transparency and clean labels, running its “Turn the Labels Around” campaign to combat mom-shaming, an issue facing more than 80% of millennial moms, according to a recent survey*. The new campaign’s video calls on all moms to stop shaming and, instead, come together to support each other.
“We see moms under attack every day for how they feed their babies, how they hold their children, whether or not they work outside the home or even if they don’t buy organic,” says Beech-Nut Vice President of Marketing Andy Dahlen. “Instead of criticizing one another, we need to be supporting each other, which is why Beech-Nut wants to encourage all moms to ‘Turn the Labels Around,’ because the only label that matters is ‘mom.’”
Labels are demoralizing. A recent survey in which Beech-Nut polled 1,000 U.S. millennial moms about mom-shaming brought the issue to light, finding that 68% of moms think the issue has gotten worse over the past five years. Worse yet, moms who have experienced shaming are more likely to shame another mom, which may indicate that mom-shaming is a cyclical trend. The issue is so prevalent that many labels meant to discredit parenting styles have become the norm: helicopter mom, tiger mom, organic mom, stage mom, the list goes on. Even stay-at-home dads are affected with labels like Mr. Mom.
Online or through social media is the most common places moms witness mom shaming and among the most common places they experience it. Mom shaming is so prevalent online that more than half of moms have hesitated to post on social media. What really needs to be filtered is the rude, hurtful, insensitive comments females are making about one another and how they are raising their children. Unless you are walking in that moms shoes, you are not fully aware of all aspects of their life and why they are behaving in a certain manner.
Have you experienced mom shaming?
Will you do me a favor please? Reach out to a mom who you admire via social media and tell her that she is doing a great job. Don’t forget to use the hashtag, #ShowMomsLove