Moms deserve more. That's the thinking of Willow's team, which has developed the first bra-shaped wearable breast pump. The pandemic exposed the structural challenges parents face every day, but there is still a lot of anticipation and judgment, especially around how to feed babies.

"Our business is built around moms," explained Willow's Chief Commercial Officer Sarah O'Leary in a recent episode of Marie Claire's Getting Down to Business Instagram Live series." When a baby is born, it is the mom who is missed in the conversation." Willow's mission is to build solutions to the problems that matter most to moms, and they are asking for your help to seek better ones.

Traditional breastmilk pumps are not built with new moms and their mental health in mind: they are usually loud, bulky, and must be plugged into a wall, not to mention uncomfortable and unwieldy. Adding to this first difficulty is the lack of public space for mothers to pump and the need to pump every two to three hours. Mothers feel intense pressure because they have been told that "breast milk is best," but it can be impossible to achieve breastfeeding goals alongside life requirements such as returning to work and managing childcare for other children.

"Instead of saying, 'You did a great thing, it's really hard, how can we support you,' you're putting the burden on the parent to solve [the problem]." O'Leary said. What I want for the world is for new parents to really be supported and to be able to experience this transformative experience."

The first Willow product launched in 2018. The company developed a wearable milking device without tubes or cords, the only product of its kind with 360° leak-proof mobility. O'Leary explains, "Willow essentially gives mothers the freedom to live their own lives."

The brand currently offers two wearable, cordless, hands-free pumps: the Willow 3.0 and the Willow Go. The Willow 3.0 and Willow Go are available in two varieties, with the Willow 3.0 priced at $329.99 and the Willow Go at a low $150 with insurance. Willow 3.0 also offers mobile app-based insights and discounts for military, teachers, and healthcare professionals. The pumps and accessories are available at Target and Buy Buy Baby as well as on the company's website.

"We are committed to bringing this life-changing technology to more mothers," says O'Leary. Our goal now is for every mother to have the option of pumping and breastfeeding in a way that makes her life possible and gives her freedom at a more accessible price point."

Willow recently announced its Register for More campaign. Its goal is to enable women to demand better, whether it be support from the community or a better structure in the workplace. Part of this campaign is to get parents the help they desperately need. But it is also about putting mothers at the center of discussions about breastfeeding and caregiving. After all, being a mother is a strength in life and in the workplace, not a weakness. As O'Leary puts it, "I get my work from my experience as a mother. I have gained empathy, leadership skills (try leading a two-year-old), wisdom and perspective, and a mastery of prioritization."

Willow invites mothers, fathers, partners, and other relevant voices on breastfeeding, childcare, and other postpartum topics to join the discussion on Facebook and Instagram via the website and social media with the hashtag #WithWillow We hope. Said O'Leary, "I'm really proud to be working in a place where we are making a difference and using our brand voice and storytelling to start changing the narrative of what parenting should be like."

Visit Willow's website to learn more about Willow Go and other pump options and let your voice be heard on the Register for More website.