Exploring the Future of Infant Feeding: Scenarios About the Future of Parenting, Infant Nutrition and Consumer Habits in The United States of America

by Alexandra Whittington


Four scenarios of infant feeding offer strategic insights about American culture and social
patterns by generating implications for the future of the family, nutrition, consumers and gender roles.
The study involves careful examination of two critical uncertainties about the future of infant feeding:
the outcome of cultural tensions among American mothers, known as the “Mommy Wars” and the
fluctuating role of the American household as either “producer” or “consumer.” The scenarios
portray a range of alternative futures to address possible socio-cultural change in store and raise
awareness of the important role of breastfeeding to infant survival and human development.

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