NEW YORK /PRNewswire/ — Today, Elvie, the disruptive global FemTech health and wellness brand, releases “The Motherload: The weight of limited postpartum support,” their first-ever report, in partnership with Mother.ly, putting the state of maternal health under the microscope. The study of over 1,000 women with children has uncovered a trio of serious pregnancy and postpartum challenges that mothers currently face. 

As a female-founded and female-grounded company, Elvie has worked tirelessly to empower women through radical female-first technology that harnesses their incredible biology. The brand is taking this one step further with their newest report, partnering with Mother.ly to unveil research detailing the challenges mothers face when it comes to the fourth trimester, breastfeeding, pelvic floor health and mental health and the intersection between those and technology.

Based on the survey Elvie conducted in February 2024, mothers are finding that they can successfully turn to both family and technology to ease their challenges, but are often left wanting by doctors, employers and their political policy landscape. Findings from the study also uncover that while mothers expect postpartum challenges to occur, they’re often complicated by a lack of strong support and poor maternity leave policies.

“With this new research, we’re demonstrating something those mothers already know: postpartum care in the US is simply not good enough.” says Tania Boler, Founder & President of Elvie. “While they rely on and are comfortable with technology, whether it be a pump, ovulation tracker or pregnancy app, there’s an increase in frustration surrounding unexpected challenges and unknowns when it comes to their maternal health.

“Women are looking to feel as sure in their doctors as they are in their trusted technology. But today’s current maternal health issues – from lack of education and paid leave to physical and mental challenges – are having a tremendous impact on how women navigate both the pre- and post-natal landscape. Better medical, social, and governmental aid are crucial to empower the women raising the next generation.”

Enlisting one of the brand’s largest innovative marketing strategies, Elvie is unveiling their first-ever billboard in Times Square timed to the release of the report, doubling down on its commitment to women and postpartum challenges they face. The billboard’s creative will include an animation flipping through a variety of words relating to challenges that the majority of women in the report faced such as “Baby Blues,” “Bleeding,” “Loneliness,” “Breastfeeding,” and more, to bring to life the often undiscussed issues discussed in the report.

The billboard, as well as additional marketing channels, will lead back to a landing page for the maternal health report featuring different modules of the survey’s findings with a call to action for consumers to download the report and “mama’s game plan,” which includes educational content surrounding fourth trimester challenges.

CHALLENGING SURPRISES – WITH LIMITED SUPPORT

Majority of new moms feel more prepared to use postpartum technology than to deal with lack of sleep, finding breastfeeding to be the biggest postpartum challenge, alongside untreated pelvic floor issues and compounded mental health & physical health challenges.

Boobie Trapped

• 83% report breastfeeding for at least 1 month.
• Breastfeeding or pumping (74%) is the most common need in the postpartum health journey after sleep (82%).
• The single biggest misconception about postpartum care: thinking breastfeeding would be easier (48%).
• 84% of moms experienced at least mild breast feeding complications after giving birth; 27% had severe complications.
• Almost as many mothers stop breastfeeding due to the challenges of breastfeeding than due to natural reasons. 42% stop because of return to work constraints, lack of support, difficulty balancing breastfeeding with other duties, sleep issues, mental health issues, or pain/discomfort. 56% stop because of insufficient supply, a transition to solids, or the baby deciding it’s time.

Let’s (Not) Talk About Pelvic Floor

• A 56% majority did kegels or pelvic floor exercises before having a baby, but 79% still experienced at least mild pelvic floor issues after giving birth.
• Only 31% were satisfied with the level of pelvic floor treatment offered after giving birth.
• Just 19% spoke about their pelvic floor health often with their healthcare provider during their postpartum phase.

Mental vs. Physical

• 77% of moms experienced at least mild mental health complications after giving birth.
• Of these, 20% had severe mental health complications.
• Only 28% say they had good mental health during the postpartum period, but only 31% had professional mental health support.

It’s All About Family

• 94% felt supported by their partner during their pregnancy experience, and 90% felt supported by their partner during the postpartum experience.
• 83% considered their partners/family to be supportive to their mental health during their experience.
• By contrast, only 14% said they felt partner/family support was needed but missing.

WE GET TECHNOLOGY, BUT WHAT ARE THE RULES?

Most women understand and rely on technology for postpartum recovery support more than the support from their doctors, but are confused by and lack awareness of postpartum policy solutions.

Technology is Queen

• 97% relied on technology to support their postpartum recovery. Electric breast pumps (72%) are the most common technology mothers turned to after baby monitors (75%)
• 75% relied on technology to support their prenatal phase. Smartphone apps (57%) are the most commonly-used technology.
• 81% say tech products and services made their motherhood journey easier.
• 68% agree that the tech products/services they used for prenatal and postnatal care played an important role in supporting them. 67% say their tech products were always reliable and 74% say they were well-designed.
• 26% say the access they had to smart technology, products and services was the most valuable support they received, statistically tied with professional healthcare support (28%).
• 82% of moms who had access to high tech breastfeeding products say they were effective. By contrast, 77% of those who used a lactation consultant rate the service as effective.
• 58% felt prepared to take advantage of available tech solutions after their pregnancy, significantly more than the level of preparation for breastfeeding, sleep challenges, childcare and relationship challenges.

What Are The Rules?

• Only 21% are very familiar with their state’s maternity rights.
• Only 30% know what the “Pump Act” covers.
• Most mothers recognize breastfeeding rights, including:
  • 89% the right to a private space (not a bathroom) at work.
  • 84% the right to a break at work long enough to pump.
  • 81% the right to breastfeed in public.
  • 67% believe they have a right to a free electric breast pump.

UNSUPPORTIVE COMPLICATIONS

While mothers understand that postpartum challenges are guaranteed, they’re often complicated by a lack of strong structural support and poor paid maternity leave policies. 

Time Out & Time Off

• Only 16% expected an easy/quick recovery in the postpartum period, and only 25% felt prepared for this phase as a result of their prenatal care.
• Only 25% of moms who experienced severe complications predicted they would have significant physical or emotional difficulties in the postpartum period.
• Only 23% felt very supported by their doctor, midwife, or other healthcare provider.
• Postpartum challenges were exacerbated by lack of paid maternity leave, which was only available to 59% of moms (64% of those who work full time and 24% who do not)
  • 60% took less than 2 months of paid maternity leave
  • 72% of moms with severe complications were still back to work within 6 months

About Elvie
Elvie is a disruptive global women’s health and wellness brand which uses smart technology to create superior products for women. Founded in 2013 by Tania Boler, Elvie brings together a team of world-class engineers, designers and business minds to develop extraordinary products that improve women’s lives — revolutionizing categories which had been overlooked for many years, including breastfeeding and pelvic floor health.

The first to launch, Elvie Trainer, is an award-winning Kegel trainer and connected app that allows women to take charge of their pelvic floor with expert-designed care from home. Elvie’s second product, Elvie Pump, is the smallest, quietest and smartest (and only Piezo-Powered™) wearable breast pump. Slipping discreetly in-bra, moms can pump, hands-free, whenever and wherever they want.

Elvie now has six products on the market, and continues to expand its product line and innovate new solutions for more women to have access to products that work smarter and harder for their bodies.

In 2021, Elvie launched Elvie Stride, a hands-free, hospital-grade electric pump that allows mothers to express on-the-go without compromising on pumping performance. Stride Plus launched six months later, featuring the award-winning Elvie Stride breast pump, along with a 3-in-1 Carry Bag that includes a wet bag for mess-free travel, and a cool bag and ice pack to keep breast milk fresh. Elvie Curve and Elvie Catch both work to enhance the Elvie breastfeeding range – Elvie Curve is a manual, silicone in-bra breast pump that uses natural suction to optimize milk output, and Elvie Catch is a set of two secure milk collection cups that replace the need for single-use breast pads.

For more information visit www.elvie.com.

SOURCE Elvie

In a heartwarming display of commitment to the environment and the Plover community, McCain Foods has fulfilled its promise by planting 18,000 trees throughout Wisconsin. This inspiring initiative was part of the company’s pledge to replace and increase the number of trees cut down for the expansion of their appetizer processing plant in Plover.

Ribbon-Cutting Ceremony:
Celebrating this remarkable achievement, McCain hosted a special ribbon-cutting ceremony in Plover last Friday. Howard Snape, the president of McCain Foods North America, expressed his pride in the company’s contribution. “With this initiative, McCain has added three times the number of trees we had to clear in Plover, beautifying the community while increasing its sustainability,” Snape shared. This event not only marked a milestone for McCain but also highlighted their dedication to fostering thriving communities.

Tree Planting Locations:
The 18,000 newly planted trees can be found in various locations, including the Douglas County Forest and throughout the Plover community. This carefully planned distribution ensures that the positive impact of the initiative is widespread. Local elementary schools, homes of growers, and the residences of McCain employees have all benefited from this sustainability effort. By incorporating trees into these areas, McCain aims to enhance the overall beauty and vitality of the community.

Commitment to Rural Areas:
With a network of 3,500 farmer partners worldwide, McCain has a significant presence in rural areas, often serving as the largest employer within those communities. The company values its role in creating sustainable livelihoods and fostering community development through donations, volunteering, and similar initiatives. The tree planting project is yet another testament to McCain’s dedication to these principles.

Sustainable Mission:
Sustainability lies at the core of McCain’s mission, as the company strives to celebrate real connections through delicious, planet-friendly foods. In line with global efforts to combat climate change, McCain has committed to reducing its emissions by 50% by 2030. This ambitious goal aligns with the international push to limit the rise in global temperatures to 1.5°C.

A Greener and More Sustainable Community:
McCain Foods’ tree planting initiative showcases the company’s dedication to the environment and the communities it serves. By fulfilling their promise and planting 18,000 trees, McCain has not only beautified Plover but has also helped create a greener and more sustainable community. This initiative reflects their ethos of promoting environmental stewardship, community engagement, and long-term sustainability.

McCain Foods’ commitment to replanting and increasing the number of trees cut down for their expansion project in Plover is truly commendable. By planting 18,000 trees throughout Wisconsin, they have not only fulfilled their promise but have also made a significant positive impact on the environment and the Plover community. McCain has once again demonstrated their dedication to sustainability, showcasing their determination to make a difference for future generations.

About McCain Foods USA
McCain Foods USA is a leading supplier of frozen potato and snack food products for the foodservice markets, retail grocery chains and private label brands in restaurants and supermarket freezers across the country. McCain Foods USA Inc., headquartered in Oakbrook Terrace, Illinois, employs 4,000 people and operates production facilities in Idaho, Maine, Nebraska, Washington and Wisconsin. https://www.mccainusafoodservice.com/

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MINNEAPOLIS /PRNewswire/ — Target Corporation (NYSE: TGT) today announced its limited-time pickleball collection in partnership with tennis and lifestyle brand Prince. Pickleball is the fastest-growing sport in the country¹, and now Target is adding to the pickleball fun with the Prince for Target collection of nearly 80 apparel, accessories and sporting goods items starting at $9.99 with most items under $50. Whether new to the sport or acing every match, the collection has something for everyone — from on-trend outfits including skirts and retro-inspired track suits to matching sporting goods like paddles, pickleballs and duffels. The collection will be available in most Target stores and on Target.com beginning Saturday, April 20, while supplies last.

“Our exclusive collections are part of the joy of shopping at Target, offering consumers new, on-trend products at a great value that they can’t find anywhere else,” said Jill Sando, executive vice president and chief merchandising officer of apparel & accessories, home and hardlines, Target. “Partnering with Prince is the perfect way to help pickleball enthusiasts everywhere enjoy the sport that is sweeping the nation, with quality pickleball apparel and sporting goods at prices only Target can offer.”

The Prince for Target collection

Target worked closely with the Prince design team to create the Prince for Target collection, drawing on both brands’ expertise in apparel, sporting goods and industry-leading design. Featuring bright colors and patterns and men’s and women’s apparel that matches the pickleball paddles and other accessories, the collection celebrates the joy of playing pickleball while leaning into the fashion-forward athleisure movement.

Must-have items from the collection include:

• Retro-inspired track suits and sets to mix and match
• Pleated skirts and dresses
• Pickleball paddles with colorful artwork that matches the apparel

Pickleball shopping made easy

Beginning April 20, consumers can shop the Prince for Target collection in most Target stores and on Target.com while supplies last. For extra shopping convenience, they can either use the retailer’s fast and free fulfillment services, including Drive Up and Order Pickup, to receive their items in as soon as two hours with no minimum purchase and no membership fee required, or have items delivered to their doorstep through same-day delivery. Target Circle Card holders can save 5%² if they pay with the Target Circle Card, which was recently reintroduced as part of the new Target Circle program.

About Target
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.

¹ 2023 Sports & Fitness Industry Association’s (SFIA) Topline Participation Report
² Restrictions apply. Subject to application approval and identity verification. See Target.com/CircleCard for program rules and details.

SOURCE Target Corporation