Nursing Areas Survey: Consumers Likely to Support Family Friendly Businesses

Breastfeeding is a hot topic for families, especially when it comes to being out in public. Some stores, restaurants and other businesses have created designated nursing areas, comfortable changing spaces and other features to make life easier for parents. But others have some catching up to do. In fact, there’s even an app called Moms Pump Here that gives moms the ability to find businesses with comfortable nursing areas near them. So how might these nursing areas impact people’s opinions of various businesses? We asked 1,000 people their opinions about what makes a business appear “family friendly.”

nursing areas

Parental Opinions

In Ask Your Target Market’s latest survey, 45% of parents agreed that finding places to nurse or change their kids in public is or was difficult. 62% said they wish that more businesses had designated child care areas. 66% wish that more businesses had comfortable changing areas. And 58% wish that more businesses had designated, comfortable nursing areas. Target, Walmart, Toys R Us and Chuck E. Cheese were named as businesses that do a good job of creating comfortable spaces for parents and kids.

Nursing Areas

Overall, 40% of respondents said that they are more likely to support businesses that provide comfortable spaces for parents to nurse and care for their children. 7% said that they are less likely to support such businesses. And 53% were neutral. Those who have kids were more likely to say that they’d support those businesses. 50% of parents said they’d be at least somewhat more likely to support businesses that provide comfortable child care and nursing areas for families.

Family Friendly

More generally, 60% of overall respondents said they are more likely to support businesses that have a reputation for being family friendly. And 63% said they are more likely to consider businesses to be family friendly if they provide comfortable nursing or child care spaces for parents and kids. And it does seem like the businesses that seem family friendly align with those that are known for providing comfortable nursing spaces, as Target, Walmart, Toys R Us and Chuck E. Cheese were all also mentioned as family friendly businesses. McDonald’s was also a popular option.

Key Takeaways

Nursing areas and other child care spaces are definitely seen as a plus for parents. But it seems that providing those spaces can actually be seen as a plus even by those who don’t have kids. Some of them may not even see it as a direct correlation. But offering those spaces is something that can contribute to a business’s overall reputation. And if businesses can use those spaces to make a more friendly and accommodating space for all families, that reputation for being family friendly can potentially lead to support from a wide variety of consumers.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Family Restroom Sign by Mike Mozart under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on July 15 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.