Willow Takes on Tech Industry Culture


In order to commemorate their 50th anniversary, Willow, the femtech leader that changed the way women pump with the first-ever quiet, all-in-one, in-bra wearable breast pump, announced that it will be giving away 50 of their life-changing breast pumps to moms at CES 2020. This is not just it. Willow also shared its plans for reinventing its booth. They plan to do so by making their booth a transparent “pumping room of the future” for conference-going moms to come and pump comfortably in a space designed to further Willow’s mission of redefining motherhood.

The give away is going to take place on the Sands Halls A-D, booth number 43961 in the Baby Tech marketplace at 12:30 pm on January 7, 2020, at CES. According to the announcement, all first 50 women will receive a free Willow pump. This is a great step taken by Willow as most of the remaining booths are filled with lines of men which highlights gender inequality in tech. The new approach will reduce discrimination as well as empower mothers and women in general. It is a way of celebrating the presence of women in the field of technology. 

The reimagined Pumping Room

Willow has reimagined the pumping room of the future – with transparent walls – inspired by Willow’s technology that allows mom to pump anywhere she chooses and in support of normalizing pumping in working culture. Willow also has a variety of spaces to meet varying pumping needs and invites all pumping moms to come to their booth throughout the entirety of the conference.

“Willow is showing up at CES this year to help call attention to the need for workplace resources for pumping moms that have historically been scarce, while also celebrating how far women in tech have come over the last 50 years,” said Vickie Mrva, President and CMO of Willow. “We are proud to lead this charge in not only creating the most advanced breast pump on the market but to also set an example of how culture can shift around work and motherhood overall.”

Stats behind the motivation

Willow is inspired by pumping moms everywhere who face the challenge of balancing work and life to provide for their families. In a recent survey*, Willow found that 97% of moms who have pumped while working outside the home said pumping could be stressful at work sometimes, but that 97% said they were proud that they have been able to breastfeed their child while also balancing working outside the home. Even so, workplaces need to do better as 82% of moms would feel more empowered in their careers if the workplace provided more support for working parents.

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