Exploring large employers' and small employers' knowledge, attitudes, and practices on breastfeeding support in the...

Human resource professionals from different industries participated in focus groups in Austin, Texas. From a social marketing perspective, employers' knowledge, attitudes, and practices in providing breastfeeding support for lactating employees were explored. Employers knew about the benefits of breastfeeding for mothers and children. However, they did not place a high priority on providing breastfeeding support. Employers identified the barriers to and motivators for providing breastfeeding support, as well as effective communication and marketing strategies for the dissemination of breastfeeding support messages and materials for employers. Participants revealed important employer variables, such as the size of the company or agency, that must be considered when designing social marketing campaigns that target employers. This research provided in-depth, qualitative data useful for designing social marketing campaigns that target employers and for further investigation using qualitative and quantitative research methods.