Target Boob-in Scheduled
Perhaps
a Global Boycott of ‘Target’ is in Order?
A friend from my Boston
days, Erica, posted a link today about a “Nurse-In” scheduled to take place at
all
US Target stores
nationwide on December the 28th. This follows a Texan Mom, MichelleHickman, reporting
that she was bullied by Target employees for breastfeeding her child in-store
while Christmas shopping. I know that this sort of stuff creates all sorts of
reactions – many not supporting the mother in question – but I think this is
worth exploring a little deeper.
The article linked to a
recent English boob-in
and it also reminds me of another group of women staging a protest in Singapore
a few years ago. Unfortunately I can’t find any coverage, but this happened
because a Caucasian woman was kicked out of a cafe for breastfeeding. The next
day, the cafe was mobbed by breastfeeding mothers and it got a lot of attention.
The cafe naturally changed its policy.
We’re almost in the year
2012 and this is still an issue? I mean come on. Is there anything more natural
in the world than breastfeeding your baby? Look at the English article - people
complained because they found it a disturbing sight while eating! And it’s not
just men, women complained too.
But the Target story really
got to me for two reasons – the demographic most likely to shop at Target is
lower-income earning women. They will shop not only for themselves, but for
their entire family. Secondly, it is this group that is probably most at risk
of being isolated in their early parenting years, and as a Mother who spent a
lot of time in isolation for various reasons, this is probably the thing that
concerns me the most. Mothers need to be able to get out in the world, so they’re
not sitting at home, isolated and driving themselves crazy. Attitudes like this
DO NOT help.
So I have an issue with
Target in this instance, but also any other organisation that claims to market
itself to women – because lactating mothers are definitely part of this
demographic and they need to be factored into the overall experience. This is not the first time Target has been accused of “breast-causes-distress”
behavior apparently – it happened in 2006, when a woman was shooed from the
fitting rooms for breastfeeding. Target’s public response?
“Target has a long-standing practice that supports breastfeeding in our
stores. We apologize for any inconvenience the guest experienced and will take
this opportunity to reaffirm this commitment with our team members,” company
representative Kristi Arndt said.
“For guests in our stores, we support the use of fitting rooms for women
who wish to breastfeed their babies, even if others are waiting to use the
fitting rooms. In addition, guests who choose to breastfeed discreetly in more
public areas of the store are welcome to do so without being made to feel
uncomfortable.”
Of course the discussion always moves on to other recommendations where women
can breastfeed. I’ve heard people suggest women should go to their cars or
public toilets to breastfeed. Now the car is do-able if you have one child –
perhaps – and if it’s not -40 degrees outside and if you’re not in a behemoth
shopping centre where it is going to take you 20 minutes at least to get to
your car. Anyone with a screaming, hungry baby knows how long 20 minutes feels
like.
BUT public toilets? I was a discrete feeder and regularly found myself
in public toilets feeding my boys. Let me tell you, Singapore is a hot and
humid place, so this is NOT a pleasant thing to do. But it was my choice. The
challenge with public toilets is most are filthy, stinking cesspools you want
to escape as quickly as possible. Also if you are feeding a child in a toilet
for at least 30 minutes – which is about right for most – someone is going to
take a dump, and that is not a pretty experience for anyone. So, no, public
toilets are not a great solution for the average woman who does not feel the
need to hide away to feed her baby.
Living in Asia
the challenges of breastfeeding are quite different. As a general rule, most
women do not feed their children for very long – it’s just one of those things.
Even though I decided long before my boys were born that I would never, ever
feed in public, I certainly would not do it in Asia. My gargantuan tits would
have caused a stampede, more out of curiosity than anything, so hiding away was
always my preference. Before I gave birth, I went to all of the shopping
centres I expected to frequent with my babies and checked out their feeding
facilities. Those who had great facilities got my custom. Those who didn’t
still haven’t seen me back. However, as a general rule, Singapore has excellent
feeding facilities and parent’s rooms – which was a bonus for shy me.
I am appalled
that Target does not have facilities for feeding mothers, and Target, it’s time
to change. It’s simple. Make sure all of your stores world-wide have
comfortable feeding rooms, with comfortable chairs and entertainment for older
kids and do it now. Other stores targeting women and families should take note.
Please also make sure these rooms are nowhere near the stink of public toilets
and make sure they are cleaned often. There is nothing worse than being in a
filthy room with your precious little baby. Also put proper nappy disposal bins in the
rooms – the stench of another baby’s boggy nappy has made me gag on several
occasions.
Secondly train
your staff to be more sensitive and aware. There is no point issuing a
statement that you support breastfeeding anywhere in your store if your staff is
unaware of, or untrained in, this policy. There is nothing worse than dealing
with immature dickheads when you are trying to do the most natural thing on the
planet – feed your child. I had a ridiculous reaction from a steward on a
Singapore Airlines flight, so I know how it feels. Grow up and get over it. But
it is up to the big corporations to ensure staff are trained to sensitively
serve all customers – no matter what.
But it’s also
about delivering on your mission. On your Website, you claim that Target’s BrandPromise is:
“Our mission is to make Target the preferred shopping destination for
our guests by delivering outstanding value, continuous innovation and an
exceptional guest experience by consistently fulfilling our Expect More. Pay Less.®
brand promise.
To support our mission, we are guided by our commitments to great value,
the community, diversity and the environment.”
I would suggest that providing a family room is a key part of delivering
on your mission of “an exceptional guest experience.”
There is no
Target in Singapore, and I am no longer lactating to show my support, but maybe
my blog will reach some listening ears? Who knows. I hope the sit-in makes the
point, and if it doesn’t – boycott the store until it does. It would be great
if lactating mother’s worldwide joined the cause and staged a lactating protest
at Target on 28th December – because then you’d really make an
impact! If that doesn’t work, hitting profits is always the best way to make a
point. Maybe this action will inspire other consumer businesses - primarily
relying on the spending power of women - to take action?
And women should never forget that we are VERY powerful in the consumer space. Any business that serves families relies on women. That is power and we should not forget it. In fact, we should be demanding businesses compete for our spending power by showing us they really do understand us - their customers – because let’s face it, a family room is not going to cost a fortune. Then again, it’s not like Target isn’t making any money?
Ladies as
consumers, we have a lot of strength and we can demand more. The corporations
know it. It’s time us women knew it too. A bit passionate, but bloody hell –
this is a bigger issue than just breastfeeding. This is about helping women, at
the most isolated time in their lives, feel like they are part of humanity, so
I believe it’s REALLY important – especially stores that claim to care about
their customers, and in Target’s case, women are their primary customers.
I know people
are not going to grow up about breastfeeding. There is such a childish attitude
to it in too many parts of the world – I get that. BUT at least make it
possible for women to do it in comfort. I’d really like to see a stop to this
bollocks about women suffering this prejudice. Even if you have never
breastfed, please try and support women who want to?
Yours, without
the bollocks
Andrea
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