Honest Parenthood Initiatives

Similac's Love Without Measure Supports Gen Z Parents

Similac, Abbott’s infant nutrition brand, created the Love Without Measure initiative to push for authentic portrayals of parenthood amid rising social media pressure. Highly curated photos and videos shared online have a way of making parenthood look and feel different from the messier, louder, more beautifully chaotic realities most families experience, and Similac is calling attention to this in collaboration with a motherhood expert and influencer moms. Now, the brand is asking parents to share their stories with #LoveWithoutMeasure, and the initiative will be supported with tips, content and conversations to empower and reassure parents.

"A decade after shining a light on parental judgment, we’re seeing young parents, especially Gen Z, impacted by social media and comparison culture,” said Misha Pardubicka-Jenkins, U.S. vice president and general manager, pediatric nutrition at Abbott.

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