“Sustainable” Pregnancies: The World of Prenatal Care Products

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Living “sustainably” has become increasingly popular with the idea of individual action to fight against excessive waste as well as reexamine what products truly contain. While reducing consumerism would be most effective, companies entice consumers with “sustainable” options to cater to their preferences. Items in all sectors have shifted to appeal to this trend, often sporting green leaves with words like “organic” or “natural.” One specific yet lucrative target audience is pregnant people. 

Pregnancy is a long and often complicated journey, so people are expected to make the appropriate preparations as soon as possible. For instance, the Office of Disease Prevention and Health Promotion emphasizes the importance of avoiding substances, eating healthy, and staying physically active for a healthy pregnancy (which we could all be doing). However, expectations start becoming stressful when pregnant women are forced to navigate the volume of everyday items with harmful chemicals to protect their unborn children. 

The range of products for prenatal care is vast. One quick search showed me skincare, body pillows, vitamins, stomach support bands and even belly oil. The dizzying amount of articles on prenatal product recommendations was overwhelming even for me (I’m not pregnant). An article about the “16 best pregnancy-safe skin care products” started by explaining the risks of certain ingredients that could lead to possible birth defects or fetal damage. 

My thoughts? It must be exhausting to protect yourself and your unborn child from all of this. 

Those who are pregnant then face the stress of needing to cultivate the perfect conditions for their child. In a study by Norah Mackendrick at Rutgers University, 25 mothers were interviewed about their precautionary measures to protect their children from chemicals. Through the interviews, most women felt that their bodies were subject to risk from chemical burdens and changed to organic diets and re-evaluated all the products they used. Their mindsets effectively intertwined precautionary consumption with responsible motherhood and feelings of accomplishment. 

While it is important to know the risks that certain chemicals pose, the slew of “sustainable” pregnancy products seem more predatory than helpful. Understanding the significance of precautionary consumption, companies intentionally target pregnant women and their anxieties to sell prenatal care products.

While there are already many factors to be conscious of, other societal expectations placed on pregnant women can increase their stress. According to an article from Psychiatric News, women often feel “totally responsible” for their babies. When they make mistakes, their abilities as mothers are put into question which can create an overwhelming sense of guilt.

There has also been skepticism on whether sustainable products are truly sustainable. Most products claiming to be a better alternative may have been the victim of greenwashing, a phenomenon in which a company deceptively brands its operations or products as environmentally friendly when it isn’t. A study done by the European Commission found that 42% of all products were greenwashed in 2021. 

The companies that mislead pregnant people into buying their products are ultimately capitalizing on perceived insecurities. The combination of greenwashing and targeting a vulnerable group shows the motives of the industry: to make money at the expense of its consumers. This is not the first time and it certainly is not an isolated event. There needs to be a larger shift in what companies care about to truly make a difference in sustainability.