Breast pump developer Willow launches campaign to encourage women to embrace motherhood

Willow Innovations has announced a social media campaign to help new mums free themselves from unrealistic expectations and embrace motherhood.

The #FreeMom campaign aims to break the antiquated idea that mom has to be perfect 24/7 and arm them with the confidence and tools to be their naturally powerful selves – no strings attached.

The California-based company advocates for mums and uses its platform to raise and celebrate their voices.

According to a recent study by SWSN Digital, 57 per cent of mums feel like they are failing due to the pressure to portray the ideal mom.

The #FreeMom campaign calls for an end to the outdated parenting expectations that contribute to stress, shame and misguided ideals on what makes a good mother.

Its goal, Willow says, is to show that the sometimes messy, less than perfect behind the scenes of motherhood should be embraced and celebrated.

As part of the campaign, women can also enter Willow’s giveaway for a chance to win one of its wearable breast pumps.

Willow Go is a hospital-grade, fully in-bra wearable pump offering mums the freedom to cut the cord from traditional pumps.

The FDA-approved pump aims to give new mothers access to modern technology to pump completely hands-free and discreetly.

It is estimated that the breast pump market will hit US$2.74b by the end of 2022 and a value of USD$5b by 2030 with doctors, breastfeeding moms, caregivers, and hospital personnel as primary stakeholders.

According to Straits Research, the drivers propelling market expansion include an increase in women’s working rates, increased awareness of breastfeeding accessories, decreased child mortality rates, improved healthcare facilities in emerging economies, and a rise in the number of milk banks.