Anyone care to field a guess of how much money in sales were lost (and will continue to be lost) by H&M for failing to create positive feelings within one of its most important customer groups? Put another way, who should be doing whom a favour in retail transactions these days, particularly given the state of the economy and diminished consumer spending? Sure, H&M, despite legislation that states otherwise, can stick to an antiquated set of rules that will basically lead to lost sales, or be more progressively business-minded and, say, create a welcoming space for families (that would include bored spouses, tired elders, and hungry babies) that would actually encourage customers to stay in the store, develop positive feelings and ultimately spend money there - wouldn’t that be a smarter, not to mention more humane, business model?

This is a real issue because mothers need to know they have a legislated human right (in BC) to breastfeed in public, and stores like H&M need to exercise greater sensitivity, not intolerance. Businesses who put commerce in front of basic human needs and who show a lack of respect is why lactivism takes place and why so many women showed up!

In my assessment, the event was a success. H&M has updated their policy and debriefed with staff on appropriate conduct, and I’m guessing some new nursing moms will go out with their babies with greater confidence and support.

Great post! I liked that Jimmy Kimmel clip, too.