Bressure – another stick to beat us with
Have you heard of Bressure? Neither had I until it was coined recently by Channel Mum, the latest enterprise from Netmums founder Siobhan Freegard. At least I assume they coined it since the reporting about a survey they conducted was the first place I saw it used, and the quotes from Siobhan in various online and newspaper articles all used it.
What is Bressure, you might ask?
You might think that it’s a clever buzzword designed to provoke maximum media exposure for a new enterprise at the expense of a group of mothers who are already in a minority. But that would be very cynical of you.
In fact, it seems it’s pressure to breastfeed. This pressure may take many forms. It can be factual advice provided by midwives at antenatal classes. It might be an offer of help from a friend who has breastfed previously. It could be your doctor asking you how baby is fed at your six week checkup. It’s there when you read a newspaper article that explains that breastfed children are less likely to develop leukaemia. And most bressurising of all – those photos of women breastfeeding their babies. Who do they think they are, smugly feeding their babies?
Luckily as a breastfeeding mother I didn’t have to experience Bressure. When large corporations spend millions sponsoring parenting websites, branding baby fairs, and ensuring that not a day goes by without me hearing a suggestion that their product is “Simply More Advanced” on the radio, or watching giggling babies whose mothers are “ready to move on” on TV, that’s not something that we ascribe a dirty word like Bressure to. Oh no.
That’s just advertising.