7.2.7 Marketing Baby Formula

Are people becoming more alike because of globalization?


820 000 infants die every year because they are not adequately breastfed. (Source: World Health Organization)

Breastfed babies do not need any other food or drink for about the first six months of life. They have reduced risk of diabetes, pneumonia, ear infections, and some cancers. Studies show that women who breastfeed may have lower risks of breast and ovarian cancers and that their babies are less likely to die of Sudden Infant Death Syndrome (SIDS) or suffer from allergies. At one time, breastfeeding was part of the culture of all communities, and it is still an important aspect of health and culture in the developing world. It is the safest and healthiest way for a mother to feed her baby.

In poor countries, bottle feeding a child is unnecessary, unsafe, and expensive. Baby formula must be mixed with water. In the developing world, water frequently is unsafe. Illiterate mothers are often unable to understand the instructions for mixing the formula. Bottles must be sterilized in boiling water, which is often unavailable. To make the product go farther, mothers often dilute it, making it less nutritious. Baby formula can cost up to one-half a family's yearly income, leading to decreased nutrition and prosperity for the whole family.

"Early cessation of breastfeeding in favour of commercial breastmilk substitutes, needless supplementation, and poorly timed complementary practices are still too common. Professional and commercial influences combine to discourage breastfeeding."
                                                                                                                                                                                                        UNICEF


Babies around the world lived exclusively on breastmilk until the middle of the twentieth century. By the 1970s, most children in North America were fed infant formula. However, as more information became available about the merits of breastmilk, more mothers in the developed world returned to breastfeeding their babies. More than half of all mothers in the developed world breastfeed their children until they are six months old. Although artificial milk is a satisfactory alternative for those who are unable to breastfeed, it is not the best way to feed a baby.

When the birth rate in North America and Europe began to decline in the 1960s, producers began marketing their products to women in the developing world. Today, only 35% of mothers in the
Least Developed Countries (LDCs)
countries that according to the United Nations exhibit the lowest indicators of socio-economic development, the lowest Human Development Index ratings of all countries

Factors include

  • low-income (GDP per capita of less than US $750)
  • lack of economic development
  • economic weakness

Many such nations have seen no improvement in decades. In many cases, income and general well-being have declined in recent history.


least-developed countries in the world breastfeed their babies.

More than a century of active marketing of baby formula has helped create a culture where breastfeeding is considered inappropriate or unacceptable. Despite clear evidence that shows the dangers of bottle feeding, especially in the developing world, some
multinational
a corporation with headquarters in one country and trade operations in many other countries

Typically, multinational corporations have branch plants (production facilities) in several countries. They do this to take advantage of reduced productions costs such as lower workers' salaries, lower taxes, and less restrictive labour laws and/or pollution controls.
transnational companies promote commercial baby formula. Nestlé is the largest corporation involved in marketing infant formula to the developing world. Their marketing techniques have included

  • sponsoring hospital maternity units

  • designing hospital nurseries where babies are kept at a distance from their mothers

  • sending untrained local women in nurse's uniforms into communities to "educate" the public about formula

  • giving free formula to hospitals and parents (The mother's milk dries up and the baby becomes reliant on the substitute.)

  • giving gifts to mothers and health care workers

Look at the image on the right. The mother in the picture was told that she could not provide enough breastmilk to feed her twins. She breastfed the boy on the left and bottle-fed the girl on the right. Choosing to support the male baby over the female baby is part of the cultural values in this woman's country where having a male child is considered more important than having a girl child.

The mother could have breastfed both babies because the more a baby suckles, the more milk is produced. However, the woman was not given that information, and her baby girl died the day after this picture was taken. "Use my photo if it will help," she told the photographer.

Using communications technology to take action against injustice: In the mid-1970s, people in the developed world began to learn about what was happening to women and their babies in Africa, Asia, and Central and South America. By using modern technology, images of developing world hospitals and dying children were shared around the world. This led to a worldwide consumer
boycott
a program by a group of people who combine to stop buying certain products or supporting a certain company, organization, or group to protest its practices or as a way of forcing it to change its ways

For example, a group of consumers boycotted The Gap to protest its outsourcing of labour to sweatshops in the developing world.

Interestingly, the term derives from the name of Charles C. Boycott, a manager of an estate in Ireland owned by an absentee English landlord against whom non-violent persuasive tactics were used in 1880. After he evicted 11 tenants, people in the community isolated Boycott; his workers stopped work in the fields and stables as well as in his house. Local businessmen stopped trading with him, and even the postman refused to deliver his mail.

(adapted from http://en.wikipedia.org/wiki/Boycott)
boycott of Nestlé.

As the global community became aware of what was happening, it put pressure on Nestlé and the World Health Organization. This resulted in The International Code of Marketing of Breastmilk Substitutes that was adopted by the World Health Assembly in 1981. The boycott of Nestlé is considered to be the most successful international consumer
boycott
a program by a group of people who combine to stop buying certain products or supporting a certain company, organization, or group to protest its practices or as a way of forcing it to change its ways

For example, a group of consumers boycotted The Gap to protest its outsourcing of labour to sweatshops in the developing world.

Interestingly, the term derives from the name of Charles C. Boycott, a manager of an estate in Ireland owned by an absentee English landlord against whom non-violent persuasive tactics were used in 1880. After he evicted 11 tenants, people in the community isolated Boycott; his workers stopped work in the fields and stables as well as in his house. Local businessmen stopped trading with him, and even the postman refused to deliver his mail.

(adapted from http://en.wikipedia.org/wiki/Boycott)
boycott of all time.
 

The International Code of Marketing of Breastmilk Substitutes established the following rules:

  • Direct contact between commercial representatives and medical personnel and mothers or pregnant women is forbidden.

  • Baby food companies may not distribute free samples of substitute milk in hospitals and other places providing public health services.

  • Advertisements for baby foods must not target infants younger than six months.

  • No promotional distribution of pacifiers or bottles for babies is permitted.

  • Manufacturers of breastmilk substitutes may not distribute promotional gifts to health workers.

  • Images of mothers and children on the packets or labels are forbidden.

The boycott continues. In 2004, independent monitors around the world reported that Nestlé was in violation of the International Code in a report called "Breaking the Rules, Stretching the Rules". Several organizations have called for a renewed boycott of Nestlé products.

Find out more about the boycott here.

You will learn more about boycotts in the final unit of the course.

Reflect


In this unit, you are considering the question, "To what extent should globalization shape identity?"

  • In this case study, you have seen how one transnational company was able to influence the behaviour of whole societies of women and children, to change cultural norms, and to lead to decreased health and increased infant deaths.

  • In this case, globalization has shaped the culture of millions of people.

  • You have seen how people around the world were able to use globalization in the form of communications technology to inform and mobilize the world community into taking action to restore justice.

With files from Baby Milk Action Organization and The International Baby Food Action Network