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Jessica Armstrong

Professor Rebecca Morean

English 1201.503

7 July 2020

Why do current social norms and the lack of societal support pose a significant barrier to

successful breastfeeding?

“You need to cover up or leave!” (Willams). This is what Misty Daugereaux was told

while enjoying a nice family day at a local community pool when she began breastfeeding her

ten-month-old infant son. Not even considering it to be an issue, she was shocked when the

lifeguard on duty along with the pool manager asked her to cover up or leave per the pool’s

rules. Daugereaux refused to leave unless she was shown where in their policy it said she needed

to cover up. The manager continued to shame her while she stood her ground and refused to

leave. The police were called, and Misty Daugereaux was asked to leave the premises. This

disgraceful incident occurred just last June of 2019 in Texas City, Texas. Horrible experiences

like this are still going on all over the country and it is completely legal in all fifty states to

breastfeed in public since 2018. While many states have had laws in place for years, Utah and

Idaho were the last two to finally get on board. There are many aspects that lead to a successful

breastfeeding journey for both mother and child. Americans must consider the economic impact

that breastfeeding can have on families as well as the country and create acceptable

accommodations for breastfeeding in public, embrace the choice of extended breastfeeding, and

normalize breastfeeding in public.

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Having a baby is one of the most beautiful and amazing experiences anyone can go

through. Mothers that choose to breastfeed their babies and toddlers are relying on this incredible

experience to not only feed and nurture their children, but also create a bond with them that is

indescribable and like no other. Breastfeeding is supposed to be a happy time and should be

thought of just the same as feeding any other way. So why is it that the social norms around

breastfeeding are negative about women breastfeeding in public openly or extended

breastfeeding past twelve months old? The lack of societal support also weighs into the situation

making mothers and families feel uncomfortable or even ashamed for doing something that is

supposed to be healthy and natural. Breastfeeding is not only good for mother and child, but it is

cost effective for families as well as profitable for the economy.

Breastfeeding has been around before infant formula was even created. It was the easiest

and cheapest way for mothers to feed their kids. If for some reason the mom could not breastfeed

her baby due to death, illness, or lack of milk production, what was called a “wet nurse,” which

was a lactating woman, would breastfeed the baby instead. Before formula this was the only way

to keep a baby fed and alive before they could eat solid foods. In early times, attempts were

made to replace breastfeeding or the use of wet nurses with animals' milk unsuccessfully and

eventually bottles and formula were invented because even then there was a negative undertone

surrounding breastfeeding. Eventually wet nursing was completely substituted for other forms of

feeding a child.

Dating back to Egyptian, Greek, and Roman times many royal women started out as

breastfeeding their own children, but later gave up that role to wet nurses as it was considered

beneath them. During the eighteenth-century women were urged to stay home and breastfeed

their own babies, sometimes even by force of law. From the 1800s to the 1960s breastfeeding
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was on the decline and was seen as low class. After the 1960s, breastfeeding began to increase

again, even among wealthier women (Stevens et al.). Today, women are encouraged to

breastfeed as it is the best choice for their baby.

Over the years the laws on breastfeeding, especially in relation to being in public, have

evolved. The breastfeeding state laws on the National Conference of State Legislatures website

tells us laws have ranged from being protected in federal buildings and on federal property to

breastfeeding in public and private places becoming legal in all fifty states, the District of

Columbia, Puerto Rico and the Virgin Islands. Not only that, many states have other specific

laws ranging from exemption from public indecency laws, laws about breastfeeding in the

workplace, exemption from jury duty, and even laws encouraging the development of a

breastfeeding awareness education campaign (Bradford and Johnson). Several states also have

other individual and special laws about breastfeeding. The point is, it should be accepted to

breastfeed a child no matter where someone is or what the age of the child is. Americans need to

realize that breastfeeding is the best thing for mother, child, the economy, infant mortality rates,

and the overall health of our generation.

Many people may not realize the economic affect breastfeeding not only has on

individual families, but also on our economy. For starters, let’s consider the pros and cons for

breastfeeding in terms of finances on the individual household. Breastfeeding is free, it’s that

simple. A mother can exclusively breastfeed her infant from birth to six months with no cost,

assuming it’s a smooth experience. No infant formula needs to be bought, which is not cheap. At

six months old they can start eating solid foods, but they still need and want milk and they aren’t

supposed to have cow’s milk or any other forms until at least twelve months old. So that’s

another six months of breastmilk, for free, instead of formula. Going even further, and speaking
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from personal experience, if someone decides to breastfeed past twelve months, which would be

considered extended breastfeeding, money can be saved on milk too. After twelve months, a

child can have cow’s milk or other kinds, and they can eat solid foods. Although their milk

intake is less since the addition of solid foods, they still like milk and if breastfed, that’s free

milk for the child.

The cons of breastfeeding on the family's finances could be costs related to breast pads,

breast pumps, milk storage bags, cream for the breast and nipples, etc. If the mother has to go

back to work and decides to pump to save cost on milk and give their child the best source of

nutrition, taking time off the clock to pump during a workday can result in lost wages.

Depending on how long someone plans to breastfeed and whether they are a working mom or

stay at home mom, these costs can add up. Each individual family’s situation is different so

weighing the pros and cons against their finances will help make the best decision, but breast is

always best!

Looking at the positive and negative affects breastfeeding has on the country’s economy;

we see how it can impact things on a higher level. In an article by Dylan D. Walters, he says,

“Evidence shows that breastfeeding has many health, human capital and future economic

benefits for young children, their mothers and countries” (Walters et al. 1). The pros to

breastfeeding for the economy are increased revenue from the sale of breastfeeding equipment

and supplies, preventing thousands of childhood deaths from illnesses related to not

breastfeeding, a decrease in childhood obesity and health related costs, a decrease in certain

cancers and type II diabetes deaths and health related costs, along with the prevention of lost

earnings and global income due to cognitive loss or loss of mother or baby. Breastfeeding can

help our country’s economy and overall health improve a great deal.
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Another positive affect breastfeeding can have on the economy is the increased revenue

from milk banks. It is a solution where everyone benefits with milk banks. Women that cannot

produce breastmilk but still desperately want to give their child this option can buy breastmilk

from a milk bank. Of course, the government makes money off an operation like this. But babies

get the best nutrients needed for their health from the breastmilk and from the purchase and sale

of breastmilk from these milk banks, it helps the economy.

Some cons breastfeeding has on the country’s economy are the loss of revenue from

infant formula or the loss of future earnings from mothers who cannot work or must take more

breaks due to breastfeeding. The loss of revenue from infant formula can easily be replaced from

the revenue earned from other breastfeeding supplies or milk banks. If a woman does not have

the luxury to be a stay at home mom, then she battles with the decision to breastfeed or go back

to work. Most times this is not a decision that has much of a choice if an income is needed to live

and survive. For mothers that chose to stay home that is a loss of earnings. For mothers that go

back to work, but still decide to pump breast milk most likely must take unpaid breaks

throughout the workday to pump which in turn results in more lost earnings. Lost earnings add

up and affect the economy. Few studies have actually been done to determine if breastfed babies

are associated with women’s earnings after birth compared to babies that aren’t breastfed

(Rippeyoung and Noonan 1). The benefits of breastfeeding clearly outweigh the negatives when

it comes to families and the economy.

The public’s general opinion in recent years about breastfeeding in public has been

negative. Many people feel like it’s something that needs to be done in private or the mother

must cover up while breastfeeding if in public. In Jennifer Potter’s article, she asserts that

women feel as though they cannot breastfeed in public for fear of judgment from others that they
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would be advertising the breast and their baby breastfeeding from it (Potter 5). Some people

think it is disturbing to see while in a public setting and it makes them feel uncomfortable. It is

absurd to think that we must defend something like breastfeeding our own child when it is our

right and completely legal. In the article by Fiona Woollard, she says mothers have a moral right

to breastfeed no matter where they are and even if they cannot cover up. Society should support

that and not try to oppose it (Woollard 7).

Dating back to even the earliest of times, women have not received the social support

they deserved to feel like they could comfortably breastfeed in public no matter what age their

child is. Instead, many mothers have ended up feeling shamed or embarrassed. From an article

by Dana M. Dillard, she tells us, “Mothers who breastfeed have faced discrimination, threat, and

humiliation by choosing to breastfeed, at least when finding themselves faced with a hungry

infant outside of the home or other supportive environments” (Dillard 3). The lack of public

accommodations to support breastfeeding mothers are still quite large. While some employers

and public places have acceptable and nice accommodations for mothers to breastfeed in public,

but in a secluded setting, the majority do not. “Bathrooms are not sanitary locations for nursing

or pumping. Businesses must be educated on how to comply with laws permitting public

breastfeeding” (Point). So, what can cities and states do on an individual level to help create

more acceptable accommodations for women to breastfeed in public? Get educated on the laws

and create a place for mothers to breastfeed other than a restroom for starters. Does something

need to be established on a national level to implement these changes? It’s understandable that

the cost might be high for many businesses and establishments to physically build a space for

mothers to breastfeed but recreating a space already there might work.

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Society and the public have sexualized the female breast, making breastfeeding your own

child seem wrong. This has also led to the decline of breastfeeding, especially past the first year

and the negative attitudes surrounding extended breastfeeding. It’s mostly ignorance that leads to

people being uncomfortable with breastfeeding or pictures of breastfeeding. It makes complete

sense because everything from music to fashion and the media all sexualize women and the

breast. Having this thought instilled from an early age might make someone ignorant when it

comes to breastfeeding in public or extended breastfeeding.

The lack of adequate knowledge of the many benefits breastfeeding does for not only

baby, but mother as well, certain hospital practices that promote formula, and poor maternity

leave policies all contribute to the common theme that the public is just not educated enough

about breastfeeding and the country’s lack of plan on a small and large scale to change that.

Back in 2011 the CDC (Centers for Disease Control) even tried to say they were going to

promote breastfeeding and the government was going to push for it, but clearly enough has not

been done to accommodate mothers (Dillard 3).That sounds great, but it’s been nine years since

that call to action and we are still having negative issues relating to breastfeeding.

Extended breastfeeding is considered feeding your baby past twelve months old. The

American Academy of Pediatrics suggests breastfeeding for at least the first six months then up

to a year and then longer if desired. The World Health Organization recommends only

breastfeeding for the first six months and then breastfeeding with other foods to two years of age

or later (Potter 2). The topic of extended breastfeeding might just be more controversial than

breastfeeding in public. Now add the two together and there is a recipe for disaster.

Breastfeeding in public has been something people have been doing since the beginning.

Laws evolved over time to protect women who needed to breastfeed while out in public places.
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But with extended breastfeeding, there is no “law” saying this is okay or allowed or even “right.”

That’s because extended breastfeeding is purely the mother’s choice. It is not something she

needs to get approval from anyone about. The problem is, women know they can breastfeed in

public and for how long they choose for their child, but women still don’t feel comfortable and

are harshly judged regularly. “While research has confirmed that parental choices in infant

feeding styles are informed by women’s personal attitudes, additional research has shown

repeatedly that women’s attitudes about infant feeding stem from physical, social, economic, and

political factors, including the ability to breastfeed, health care and health policies, the need to

return to work, emotional support from friends and family, and social dis/approval of

breastfeeding” (Potter 3).

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Fig. 1. This image represents the controversial topic of extended breastfeeding.

In Potter’s article, she researches the social media response to the 2012 Time Magazine’s

cover of a mother breastfeeding her three-year-old son (See Fig. 1). “While there is a vocal group

of breastfeeding advocates, there is an overwhelming public belief that extended breastfeeding is

unnatural and no healthier than other forms of infant and toddler feeding” (Potter 2). She

uncovered three main themes when doing her research: extended breastfeeding is harmful to

children, it is inappropriate use of the breast, and is only for needy moms (See Table 1 below).

This clearly shows that the topic of extended breastfeeding is not talked about and therefore most

people are ignorant of its benefits. This also shows extended breastfeeding is not encouraged

from friends, the media, or medical providers. The rates of women breastfeeding to six months

are low and even lower for women breastfeeding to twelve months. Our social world is failing

women after they leave the comfort of the hospital and into a world that is judgmental of

breastfeeding (Dillard 1).

Some people think that breastfeeding content focuses on the negative aspects or

challenges instead of the positives and should be shining more of a negative light on the

downside to formula feeding, like more susceptibility to illnesses (Potter). Breastfeeding should

be promoted for the many health benefits it has. Research has shown that breastfeeding is the

best for a child’s health. It helps with certain illnesses and prevent them as well. It takes
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government funding to create positive breastfeeding materials and campaigns, the medical

community to promote and encourage breastfeeding, and the public to educate themselves and be

less judgmental and more kind-hearted.

One idea is that the medical community in general has failed the public for not

normalizing breastfeeding. By now, breastfeeding should be something normal, expected, and

celebrated. "Several federal initiatives enacted by multiple agencies to promote breastfeeding

have demonstrated some success; however, from the declining maintained rates of breastfeeding,

perceived lack of continuing support may override the benefits of these programs” (Dillard 3).

For something to be successful the continued support and promotion of it is vital.

A few years ago, it was said that positive deviance is the way that could help to promote

breastfeeding in a positive light. More recently, it has been argued that breastfeeding should not

be looked at as a deviant activity. It should be something natural and healthy. Women should not

have to justify or defend their right to breastfeed, whether in public or past infancy. Fiona

Woollard says that breastfeeding is not a deviant activity and we should be able to decide what

we want to do for our own families (Woollard 7). The choice to breastfeed is a human right and

should be treated that way.

The consensus is that people must be more educated on the importance of breastfeeding

and the social norms need to adjust with the times. This information is not only good for mothers

and families, but for anyone who is uneducated, biased, or wanting to learn more about how

natural it is to breastfeed your child whether you are in public and exposed or your child is two

or three years old. The biggest area further research could be done on is how to get more

education to the public and how to get more cities to make major buildings and establishments

require quality, private accommodations for mothers to breastfeed in public. Maternity leave
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polices seriously need to be reviewed and revised in the United States. So many other countries

offer paid maternity leave and many other benefits to go along with it.

I personally am still breastfeeding my son who turns two in August. While I did not plan

to go past twelve months, life does not always go as planned. I am fortunate enough to be home

with him most of the time, but I will not hesitate to pull my breast in the grocery store or dinner

at a restaurant if necessary. When he was an infant, I used a cover over him at first if I were out

in public, but I stopped because it seemed too hot for him, plus he could not see me.

Breastfeeding is supposed to be an intimate time, not one to hide or cover up. I stopped covering

him up when he was just a few months old. By this age, he wouldn’t let me cover him up let

alone stay still while “on the boob”.” For the first few months of breastfeeding past twelve

months I was all over the place mentally and emotionally about it. I went back and forth with

wanting to stop, but the little guy is just not ready. Sure, I could put my foot down and get him

off breastfeeding, but why? He is happy, healthy and it’s the best thing for him!

Misty Daugereaux did not deserve the treatment she got or the fact that she had to leave

the pool simply for breastfeeding her son. Following the incidence, Texas city officials swore to

review their policies and procedures. The law clearly says a mother is allowed to breastfeed her

baby anywhere she can be at. They went on to officially apologize to Daugereaux and promise to

revise any policies if needed and address employee actions with more training. As a result of this

incident, several women staged a “nurse-in” to express their right to breastfeed anywhere they

want (Williams). “Social media has created another space for generating awareness and

acceptance with mothers using hashtag campaigns, such as #NotCoveringUp and

#MilkIsMySuperpower, to normalize the sight of breastfeeding” (Dillard 3). Nurse-ins and

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awareness campaigns can help spread the word of breastfeeding’s benefits as well as support and

normalize it.

Social norms are exactly what they sound like. Something that seems normal to do in

society. It is hard to break habits that seem like something you should do or how you should

think, but if we continue to work on ourselves independently and on a bigger level scale with

population as a whole we can overcome our fears and worries and misunderstandings. Together

we can find acceptance again and support one another even if we disagree. Overall, breastfeeding

is healthy and natural for mother and baby and should be accepted by society as normal.
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Works Cited

Bradford, Kate, and Tahra Johnson. “Breastfeeding States Laws.” Breastfeeding State Laws.

2020. www.ncsl.org/research/health/breastfeeding-state-laws.aspx.

Dillard, Dana M. “Nurse-Ins, #NotCoveringUp: Positive Deviance, Breastfeeding, and Public

Attitudes.” International Journal of Childbirth Education. vol. 30. no. 2. Apr. 2015. pp.

7276. EBSCOhost.

search.ebscohost.com/login.aspxdirect=true&db=ccm&AN=109802686&site=eds-live.

“Point: Breastfeeding in Public Should Be Welcomed and Supported.” Points of View:

Breastfeeding in Public. July 2016. p. 1. EBSCOhost. search.ebscohost.com/login.aspx?

direct=true&db=pwh&AN=116567177&site=eds-live.

Potter, Jennifer. “Needy Mothers, Coddled Children: A Qualitative Content Analysis of Public

Comments about Extended Breastfeeding.” Women & Language. vol. 41. no. 2. Winter

2018. pp. 104 - 121. EBSCOhost.

search.ebscohost.com/login.aspxdirect=true&db=hft&AN=134089763&site=eds-live.

Potter, Jennifer. Table 1. Sub-themes of Extended Breastfeeding as Unnatural and Unhealthy.

2018. Women and Language Academic Journal. Accessed 13 July 2020.

Rippeyoung, Phyllis L. F., and Mary C. Noonan. “Is Breastfeeding Truly Cost Free? Income

Consequences of Breastfeeding for Women.” American Sociological Review. vol. 77. no.

2. Apr. 2012. pp. 244–267. EBSCOhost. doi:10.1177/0003122411435477.

Schoeller, Martin. Are You Mom Enough? 2012. Time Magazine. Accessed 13 July 2020.
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Stevens, Emily E, et al. “A History of Infant Feeding.” The Journal of Perinatal Education.

Lamaze International Inc. 2009. www.ncbi.nlm.nih.gov/pmc/articles/PMC2684040/.

Walters, Dylan D., et al. “The Cost of Not Breastfeeding: Global Results from a New Tool.”

Health Policy & Planning. vol. 34. no. 6. July 2019. pp. 407–417. EBSCOhost.

doi:10.1093/heapol/czz050.

Williams, David. “A Texas Mom Says She Was Kicked out of a City Pool for Breastfeeding Her

Baby.” CNN. Cable News Network. 11 June 2019. www.cnn.com/2019/06/11/health/texas-

breastfeeding-pool-trnd/index.html.

Woollard, Fiona. “Requirements to Justify Breastfeeding in Public: A Philosophical Analysis.”

International Breastfeeding Journal. vol. 14. no. 1. June 2019. pp. 1–8. EBSCOhost.

doi:10.1186/s13006-019-0217-x.