Infant Feeding and Market Forces: Anxiety, Trust and the Cult of the Expert

The journey into motherhood is a key life transition that can leave women vulnerable and open to commercialized advice; in addition, the increased medicalisation of pregnancy, childbirth and mothering can heighten a sense of... [ view full abstract ]

The journey into motherhood is a key life transition that can leave women vulnerable and open to commercialized advice; in addition, the increased medicalisation of pregnancy, childbirth and mothering can heighten a sense of diminished options and agency. Providing some context to the social, economic, and cultural factors which impact upon new mothers, this paper argues that the current framing of discourses around infant feeding (as a choice between two equally acceptable alternatives) is misleading and undermines the efforts of health promotion professionals to raise awareness of the long-term risks of a formula feeding culture or to highlight the rewards of a breastfeeding relationship. Using BildgtArd’s review of the social theory regarding consumer trust in food as a lens, it is clear that the formula companies use a suite of approaches to generate and sustain consumer trust from the moment of conception right through to a child’s entry into preschool. Virtual clubs, trust generated by association and the problematic promotion of follow-on formula milks are key tools in the repertoire of these companies. This paper briefly explores these three marketing strategies which are used by the main formula companies to engage new mothers.