Beware of Momwashing

For all the working moms out there getting back into the routine of packing lunches, organizing carpools, and preparing for the new school year, the stress of balancing work and family is undeniable. Amidst it all, there's a critical issue that often flies under the radar in the workplace: momwashing.

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A recent study by the American Psychological Association found that nearly half of parents (48%) feel their stress is completely overwhelming most days, a stark contrast to 26% of non-parents who report the same. Parenting, especially in today’s climate, comes with its unique set of challenges. As the school year kicks off, the impossible act of balancing between professional responsibilities and caregiving intensifies, often leaving parents feeling isolated, overworked, overwhelmed and exhausted. From the sleepless nights of tending to a sick child, the burden of the invisible motherhood, and the managing the emotional toll of endless tasks, many parents are silently (and not so silently) grappling with burnout.

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Now, amidst this challenging landscape, enters momwashing. Simply put, momwashing is when companies and organizations market themselves as pro-mom without offering the real support parents need. Think of it as an organization's attempt to win over mothers with warm and fuzzy marketing, all while their policies and practices fail to support moms in meaningful ways.

Back-to-school season is prime time for momwashing. You’ll likely see plenty of ads featuring the ‘supermom’ who juggles it all. But behind the sugarcoated campaigns, many of these companies offer outdated parental leave, lackluster childcare support, and inflexible work schedules. It’s a disconnect that places undue pressure on parents while masking the real issues at play.

This isn’t just misleading, it’s harmful. The stress and exhaustion parents face are real, and when companies fail to support them meaningfully, it contributes to a broader public health issue that affects not just the parents, but their children too.

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What Employers Can Do

As we transition into the new school year, employers have a unique opportunity to create a supportive environment that genuinely helps parents thrive. Here’s how we can effectively support working moms:

• Provide affordable and reliable childcare options.
• Offer predictable and manageable work schedules.
• Foster a culture where asking for help is seen as a strength, not a weakness.
• Create spaces for parents to connect and build a supportive community.
• Provide access to mental health resources and support.
• Encourage a team approach where everyone, from leadership to coworkers, plays a part in supporting parents.

As you navigate the back-to-school season, remember to be mindful of the messages coming your way. While it’s great to see motherhood celebrated, let’s not settle for empty gestures. Instead, promote companies who champion mother's and push for policies that truly support moms, not just with words, but with action.

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Team Toast 🥂