A modern lifestyle brand redefining motherhood
Print Friendly and PDF

Advertisements are meant to sell us things, but they also sell us ideas. When we were growing up in the 1990s the commercials on TV weren't just selling us toys and junk food, they sold us stereotypes, too. Boys and men were depicted as more aggressive, professional and important than girls, while girls and women were often depicted as caregivers or simply sexual objects.

Back then, we were just kids who couldn't always think critically about the messages we were taking in, but now we millennials are the parents, the providers and the purchasers. And we are letting advertisers know that if they want us to buy things, they have to serve up ideas that we can buy into.

A survey by market research company Kantar found 76% of women and 71% of men believe the way they are portrayed in advertising is completely out of touch. We're grown-ups now and this isn't just about stereotypes in children's advertising (many parents are very conscious about reducing screen time and advertising exposure), but also reflections of our own realities.

Today's dads don't see themselves as bumbling caregivers but as competent parents, and mothers see themselves as complex people with a ton of purchasing power who are deserving of speaking parts, authority and respect, even in a 30-second commercial.

It's 2019. Moms are buying everything, dads are buying diapers and we're raising our kids to reject stereotypes and accept themselves. Corporations that want to sell to millennial families have got to buy in to that, and the good news is, many are.

Building brands by tearing down stereotypes

This month the CEO of Unilever, Alan Jope, took the stage at the world's largest conference on gender equality, Women Deliver, and committed 100% of the ad spend for Unilever's Dove Men+Care line to media representations of dads in caring roles, or what Molly Kennedy, Brand Manager for Dove Men+Care, called "positive dadvertising."

Dove Men+Care's commitment to positive representation of men as caregivers comes as the company is strengthening its parental leave policies and encouraging dads (both those who work for Unilever and those who don't) to actually take any parental leave that is available to them.

The idea is that dads may be more likely to take leave if they see positive role modeling in media, which will help moms, too, because research suggests that taking paternity leave results in fathers doing more unpaid care work as their kids grow. And dads are certainly seeing more caring reflections of fatherhood in advertising, and not just from Dove Men+Care.

Changing diapers and the narrative 

Budweiser just launched an ad showing step-fathers surprising their children with adoption papers, and brands like Gillette and Pampers (owned by Unilever competitor Procter & Gamble) have received a lot of attention for the way their ads are questioning traditional ideas about masculinity and fatherhood. Gillette's stand against toxic masculinity was a viral sensation and Pampers' spokesdad John Legend is now part of a corporate campaign to get change tables into more mens' restrooms.

Donte Palmer—the father whose grassroots viral campaign, #squatforchange inspired Pampers' campaign—says he's pleased to see all this positive dadvertising, telling Motherly, "it means a lot, it's just changing the narrative."

He continues: "To have fathers like John Legend, who has a powerful name in his industry and a huge following, showing the world that we as fathers are the caretakers for our babies means a lot. It shows the 'average Joe' father that he can go to his 9 to 5 job and still come home and take care of his children."

Dr. Michael Kehler, a professor of Masculinities Studies at the University of Calgary says he applauds these companies like Gillette, Pampers and Dove Men+Care for challenging gender roles in their advertising, as "the long-held views of masculinity that have kept men out of caring roles has been intentional and maintained by advertising agencies."

He hopes big brands will consult with masculinities scholars for deeper insight and direction as they craft a new narrative in the media.

"More diverse portrayals, richer and complicated images of masculinity can't help but dislodge privileged white masculinity from its perch," he tells Motherly. "The disruption of these images and the re-writing of a narrative of complex masculinities, less linear, less simplistic, less predictable can similarly be a powerful invitation to rethink masculinities in the future."

According to Kehler, it is incumbent on companies to show a whole spectrum of ways of being a man, but "whether or not the portrayal of adverts reflecting men in caring roles has the desired effect of men taking up unpaid work is yet to be seen."

Walking the walk

What we have seen over the course of the last 15 years is that when big brands make big changes there can be lasting culture change.

Under dim lights in a fifth and sixth-grade classroom, 22 boys and girls are watching a short video that shows all the-behind-scenes magic that goes into making an Instagrammable selfie. When the video ends the facilitator invites questions. A student raises his hand and asks, "Does everyone really do this?"

This incredulous tween and classmates are learning about self-esteem and body confidence in their school in Vancouver, Canada, but similar presentations have taken place in more than 140 countries, because the Dove Self-Esteem Project is now the largest provider of self-esteem and body confidence education in the world.

Dove's been doing this work since before the kids in that Vancouver classroom were even born, since its Campaign for Real Beauty launched in the early 2000s and became a controversial turning point in the way women's bodies are presented in advertising. That campaign is often credited with creating a blueprint for modern advertising that includes more authentic and diverse body types and has brought us to a place where we're seeing real stretch marks and postpartum bellies on underwear models.

"Dove definitely changed the conversation," says Andrea Benoit, Adjunct Assistant Professor of Media Studies in the Faculty of Information and Media Studies at the University of Western Ontario and author of a new book on corporate philanthropy.

"There is no question that Dove opened up a space for other brands to start dipping their toes in that conversation without feeling like they were treading in uncertain or dangerous territory. Now it seems like if you're a brand you can't not be inclusive and accepting of diverse bodies," Benoit tells Motherly.

According to Benoit, the continued existence and expansion of the Dove Self-Esteem Project shows that brands can use their resources for good, but she is uncomfortable with how society and governments have downloaded this kind of social responsibility onto brands like Dove to the point that corporations are providing classroom resources and presentations in schools and through non-profit organizations.

It probably shouldn't be up to a soap company to teach self-esteem, but, at least someone is doing it. Just this month UNICEF announced a 3-year partnership with the Dove Self-Esteem Project aimed at helping girls between 10 and 18 in Brazil, India and Indonesia.

"This is a partnership that we really think can help change how girls view themselves and how the world views girls," UNICEF's Executive Director Henrietta Fore said at the Women Deliver conference. While UNICEF explicitly states that it doesn't endorse any brand, the deal with Dove does suggest UNICEF views the company as a worthy philanthropic partner.

Changing the way we see ourselves

When we were kids the commercials playing on Saturday morning taught us that gender roles are confining, that boys are loud and girls are quiet. But now, you might turn on TV and see a dad changing a diaper, or flip to Cartoon Network and catch spots Dove produced with the popular kids' show Steven Universe, which reinforce body confidence, gender equality and self-esteem rather than stereotypes.

Brands have a lot of power these days (some would argue too much power) to shape how we see ourselves, but we have more power than ever to make informed choices about the brands we support and the power to hold companies to account for their actions. According to Benoit, it's not clear what came first: Inclusive advertising or this generation's desire for it. But what is clear is that it is here to stay and that consumers now demand it. We expect companies to not only make good ads but do good in the world, too.

We are demanding to be seen in a way we couldn't as kids. We're no longer passive children absorbing messages from the television, we are participants in an exchange—both a financial transaction and a conversation about the future of society. Having a good product isn't enough anymore. Brands have got to have a message and a purpose worth buying.


You might also like:

The very best of Motherly — delivered when you need it most.

Subscribe for inspiration, empowering articles and expert tips to rock your best #momlife.

Already a subscriber? Log in here.

While breastfeeding might seem like a simple task, there are so many pieces to the puzzle aside from your breasts and baby. From securing a good latch, boosting your milk supply and navigating pumping at work or feeding throughout the night, there's a lot that mama has to go through—and a number of products she needs.

No matter how long your nursing journey may be, it can be hard to figure out what items you really need to add to your cart. So we asked our team at Motherly to share items they simply couldn't live without while breastfeeding. You know, those ones that are a total game-changer.

Here are the best 13 products that they recommend—and you can get them all from Walmart.com:

1. Medela Nursing Sleep Bra

"This fuss-free nursing bra was perfect for all the times that I was too tired to fumble with a clasp. It's also so comfy that, I have to admit, I still keep it in rotation despite the fact that my nursing days are behind me (shh!)." —Mary S.

Price: $15.99

SHOP

2. Dr. Brown's Baby First Year Transition Bottles

"My daughter easily transitioned back and forth between breastfeeding and these bottles." —Elizabeth

Price: $24.98

SHOP

3. Multi-Use Nursing Cover

"When I was breastfeeding, it was important to me to feel like a part of things, to be around people, entertain guests, etc. Especially since so much of being a new mom can feel isolating. So having the ability to cover up but still breastfeed out in the open, instead of disappearing into a room somewhere for long stretches alone to feed, made me feel better."—Renata

Price: $11.99

SHOP

4. Lansinoh TheraPearl Breast Therapy Pack

"I suffered from extreme engorgement during the first weeks after delivery with both of my children. I wouldn't have survived had it not been for these packs that provided cold therapy for engorgement and hot therapy for clogged milk ducts." —Deena

Price: $10.25

SHOP

5. Medela Quick Clean Breast Pump Wipes

"Being a working and pumping mama, these quick clean wipes made pumping at the office so much easier, and quicker. I could give everything a quick wipe down between pumping sessions. And did not need a set of spare parts for the office." —Ashley

Price: $19.99

SHOP

6. Earth Mama Organic Nipple Butter

"This nipple butter is everything, you don't need to wash it off before baby feeds/you pump. I even put some on my lips at the hospital and it saved me from chapped lips and nips." —Conz

Price: $12.95

SHOP

7. Medela Double Electric Pump

"I had latch issues and terrible postpartum anxiety, and was always worried my son wasn't getting enough milk. So I relied heavily on my breast pump so that I could feed him bottles and know exactly how much he was drinking. This Medela pump and I were best friends for almost an entire year" —Karell

Price: $199.99 Receive a $50 gift card with purchase at walmart.com

SHOP

8. Lansinoh Disposable Stay Dry Nursing Pads

"I overproduced in the first couple weeks (and my milk would come in pretty much every time my baby LOOKED at my boobs), so Lansinoh disposable nursing pads saved me from many awkward leak situations!" —Justine

Price: $9.79

SHOP

9. Haakaa Silicone Manual Breast Pump

"This has been a huge help in saving the extra milk from the letdown during breastfeeding and preventing leaks on my clothes!" —Rachel

Price: $12.99

SHOP

10. Medela Harmony Breast Pump

"Because I didn't plan to breastfeed I didn't buy a pump before birth. When I decided to try, I needed a pump so my husband ran out and bought this. It was easy to use, easy to wash and more convenient than our borrowed electric pump." —Heather

Price: $26.99

SHOP

11. Milkies Fenugreek

"I struggled with supply for my first and adding this to my regimen really helped with increasing milk." —Mary N.

Price: $14.95

SHOP

12. Lansinoh Breast Milk Storage Bags

"I exclusively pumped for a year with my first and these are hands down the best storage bags. All others always managed to crack eventually. These can hold a great amount and I haven't had a leak! And I have used over 300-400 of these!" —Carla

Price: $13.19

SHOP

13. Kiinde Twist Breastfeeding Starter Kit

"The Kiinde system made pumping and storing breastmilk so easy. It was awesome to be able pump directly into the storage bags, and then use the same bags in the bottle to feed my baby." —Diana

Price: $21.99

SHOP

This article is sponsored by Walmart. Thank you for supporting the brands that support Motherly and mamas.

Our Partners

Ashley Graham is having a baby! The supermodel recently shared the exciting news on social media — and it didn't take long for her to make an important statement about pregnant bodies.

Ashley shared a beautiful photo featuring something nearly every woman on the planet has: stretch marks. The photo, which features Ashley nude and seemingly unfiltered, is kind of revolutionary—because while it's completely normal for a woman to have stretch marks (especially during pregnancy), we don't often get to see celebrities rocking this reality on magazine covers or even in social media posts.

That's probably why Ashley, who will welcome her firstborn with husband Justin Ervin, is earning so much praise for the photo, which she posted on Instagram. The images shows the model's side with the caption "same same but a little different".

One follower who is loving this real look at a pregnant body? Hillary Scott of Lady Antebellum, who writes "My Lord, THANK YOU for this."

Ashley's post touches another user in an unexpected way: "I'm such a wimp. I'm pregnant, hormonal, and going though so many body changes. This made me tear up. I really needed this today," she writes.

Another user adds: "I showed my husband this photo and he said, 'See! She's just like you' I am almost 21 weeks pregnant and I've been struggling with my changing body. I love how much you embrace it. I've always looked up to you and your confidence. ❤️ Congratulations on your babe!"

Yet another follower adds: "This is what girls need to see. We need this as a reference for real and relatable. Women young and old. Thank you!"

Of course this is social media we're talking about so a few hateful comments make their way into the mix—but Ashley's many advocates shut that down. We have to applaud this stunning mom-to-be for showing the world how pregnancy really changes your body.

Women everywhere can see themselves in this photo of a supermodel (and how often does that happen?). That's powerful stuff—and it just might make it a little bit easier for the rest of us to embrace the changes we see in our own bodies.

One follower sums it all up best, writing: "I CANNOT WAIT for you to be a mother and teach another human being that ALL bodies are beautiful. You're going to be such an amazing mother."

You might also like:



News

Finding out that you are having multiples is always a surprise, but finding out that you're in labor with triplets when you didn't even know you were pregnant, well that's the mother of all surprises.

It happened to Dannette Glitz of South Dakota on August 10. The Associated Press reports she had no idea she was pregnant and thought the pain she was experiencing was kidney stones.

"I never felt movement, I never got morning sickness, nothing!" Glitz explains in a social media post.

"Well this was a huge shock"

When Glitz posted photos of her triplets to her Facebook page last week one of her friends was confused. "What? You really had triplets?" they asked.

Glitz (who has two older children) started getting pain in her back and sides in the days before the birth, but it felt like the kidney stones she had previously experienced so she brushed it off. Eventually, she was in so much pain all she could do was lay in bed and cry.

"It hurt to move and even breath[e]," she wrote, explaining that she decided to go to an Urgent Care clinic, "thinking I'm going to have to have surgery to break the stones up."

A pregnancy test at Urgent Care revealed Glitz was pregnant—that was the first surprise. The second surprise happened when a heart monitor revealed the possibility of twins.

'I need another blanket, there's a third'

Glitz was transferred to a regional hospital in Spearfish, South Dakota. "And in about 2 hours they confirmed twins as there was 2 heart beats," she writes.

Glitz was 34 weeks along and four centimeters dilated. She was transferred again, rushed by ambulance to the hospital in Rapid City and prepped for a C-section. When the C-section was happening she heard the doctor announce that Baby A was a boy and Baby B was a girl.

"Then [the doctor] yells 'I need another blanket, there's a third' ....I ended up having triplets, 1 boy [and] 2 girls," Glitz writes.

Glitz and her husband Austin named their surprise children Blaze, Gypsy and Nikki and each of the trio weighed about 4 pounds at birth. Because the couple's older children are school-aged, they didn't have any baby stuff at home. Friends quickly rallied, raising over $2,000 via a Facebook fundraiser to help the family with unexpected expenses.

A family of seven 

The family is getting used to their new normal and is so thankful for the community support and donations. "It's amazing in a small town how many people will come together for stuff that's not expected," Glitz told KOTA TV.

Her oldest, 10-year-old Ronnie, is pretty happy about a trio of siblings showing up suddenly.

"One time I seen a shooting star and I wished for a baby brother, and I wished for like two sisters for my little sister because she always wanted a little sister, I knew this day was always going to come," Ronnie told TV reporters.

Ronnie may not have been surprised, but everyone else in this story certainly was.

Congratulations to Danette and her family! You've got this, mama.

You might also like:

News

Orange Is the New Black star Danielle Brooks is pregnant and frustrated. The actress took to Instagram this week to lament the lack of plus-sized options for pregnant people.

"It's so hard to find some clothes to wear today....Although I get to pregnant I still can't find no clothes. It's so hard to find some clothes when you're pregnant," she sings in a lighthearted yet serious video.

"It's so hard to find cute plus size maternity fashion while pregnant, but ima push through," she captioned the clip.

Brooks has been talking a lot this week about the issues people who wear plus size clothing face not just when trying to find clothes but in simply moving through a world that does not support them.

"I feel like the world has built these invisible bullets to bully us in telling us who we're supposed to be and what we're supposed to look like. And I've always had this desire to prove people wrong—to say that this body that I'm in is enough," she told SHAPE (she's on the new cover).

"Now that I'm about to be a mother, it means even more—to make sure that this human being I'm going to bring into the world knows that they are enough," she said.

Danielle Brooks is the body-positive hero we need right now. Now can someone make her some cute maternity clothes, please?

You might also like:

News

Can pregnancy be contagious among friends? Science says yes, and so do some staff at a hospital in Maine where nine nurses from the Labor & Delivery Unit were all expecting at the same time, and now they are all mamas.

About 5 months ago, after one of the nurses posted a photo of 8 of the 9 mamas-to-be the sweet pic quickly went viral.

Soon local news stations picked up the story of the baby boom on the L&D unit at Maine Medical Center.



"It's really nice coming to work and seeing other people who are just as pregnant and watching their bellies pop and just talking about these experiences that we are going through together," one of the nurses, Amanda Spear, told WMTW.

"I feel like every other day we would come into work and it would be like, 'someone else is pregnant,'" Spear told NBC.

Another of the nurses, Erin Grenier, said that with every pregnancy announcement the staff got more and more excited for each other.

Nurse Brittney Verville couldn't believe the photo she posted to Facebook before resting up for the night shift got thousands of likes and shares. "When we woke up we're like, 'oh my gosh I think we're viral,'" she told NBC.

Now, the mamas are going viral again, as a picture of the babies is blowing up, even making it to CNN.

The youngest is 3 weeks old and the oldest is 3½ months. The mamas are already getting them together for playdates. The photographer who snapped the viral pic, Carly Murray, told CNN she hopes one say these kiddos understand how important the work their mamas do is.

Congrats to the nurse of the Maine Medical Center Labor and Delivery Unit! 🎉

[A version of this post was originally published March 26, 2019. It has been updated.]

You might also like:

News
Motherly provides information of a general nature and is designed for educational purposes only. This site does not provide medical advice, diagnosis or treatment.Your use of the site indicates your agreement to be bound by our  Terms of Use and Privacy Policy. Information on our advertising guidelines can be found here.