Target has basically been a corporate breastfeeding fairy godmother. You want a nursing station? Wish granted! You want a breastfeeding-friendly policy on the books that employees actually follow? No problem! So the fact that some breastfeeding-related signage in their stores is causing controversy is certainly surprising. Here’s what’s going on.
Target labels their breastfeeding aisle (let’s take a moment to credit the fact they have an entire aisle dedicated to breastfeeding) “Natural Feeding.” It’s been this way for years, but Breastfeeding Mama Talk recently posted about it on Facebook.
The question is posed: “How do you guys feel about how Target is labeling their aisle for breastfeeding supplies?”
Responses boil down to four camps:
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Target is right and breastfeeding is natural
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Target is being insensitive to formula-feeding parents by indicating only breastfeeding is natural
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Target unnecessarily censored the word ‘breast’
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It’s just a sign!
Take a look at the comments. First, we have the supporters of the phrase:
“What is wrong with the term natural feeding? It isn’t a false statement! Formula doesn’t occur naturally, breast milk is 100 percent natural and organic! It would be offensive to lable it ‘The Only Way To Feed’ or ‘The Right Way To Feed Section.’”
“Yes! I love this! It is natural! We were given breasts for a reason, and that reason is the natural reason to feed our children. Formula is artificial and unnatural; not only that but it’s not encouraged at all anymore!”
Next, we have those who think Target should’ve thought a little more critically about their signage:
“I am an avid breastfeeding supporter. Between two kids I am going on five consecutive years of breastfeeding. But this is unnecessary and hurtful to those who what to breastfeed but can’t. There is no reason this needs to say ‘natural.’ It could [say] breastfeeding or infant feeding. Labeling it as natural is an unnecessary jab at those that chose or have to resort to formula.”
“I take no issue with calling breastfeeding or vaginal childbirth ‘natural’ but perhaps I would feel different if my breastfeeding relationship had not been successful or if I had a surgical childbirth experience. I think we all need to leave room for conversations that are simply discussions rather than judgments. We should be capable of discussing facts without intending insult.”
“‘Natural’ has somehow become synonymous with ‘better’ and that is how these mixups happen. I feel there is already a lot of guilt associated with formula feeding so it’s hurtful to insinuate that it’s not ‘best.’ That’s just my interpretation. Why not just label this section ‘breastfeeding’? Is the term ‘breast’ too controversial?”
To reiterate, why can’t Target just use the term ‘breastfeeding’?
“I feel like they are censoring the word ‘breast’ and thats what irritates me…apparently breast is too graphic for a sign.”
Does it even matter?
“It’s a sign…everyone understand what the sign means? Then I’d say it’s doing it’s job to direct those who need that stuff to that stuff.”
“We label ‘organic’ food so what’s the difference?”
“They’re in a no-win situation. Whether they call it ‘natural’ or call it ‘breastfeeding’ there will be people offended.”
Amen. Where do you stand? Does your Target have the same sign? We want to know.
Please note: The Bump and the materials and information it contains are not intended to, and do not constitute, medical or other health advice or diagnosis and should not be used as such. You should always consult with a qualified physician or health professional about your specific circumstances.
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