Campaign Launched to Add 'Matrescence' to Dictionary
Peanut, a community app for mothers, and parent-care brand Tommee Tippee have launched a global movement to add the word "matrescence" to the dictionary. The term refers to the process of becoming a mother. The campaign aims to bring cultural recognition to this significant life transition.
- The term "matrescence" was first coined in 1973 by medical anthropologist Dana Raphael, who also introduced the word "doula." The concept was later revived and expanded upon by Dr. Aurélie Athan, a clinical psychologist at Columbia University, who framed it as a developmental phase comparable to adolescence. - The campaign by Peanut and Tommee Tippee launched with a full-page ad in The New York Times, specifically calling on dictionaries like Merriam-Webster to add the term. A survey by Peanut found that 67% of mothers had never heard of "matrescence," highlighting the gap in cultural language to describe the transition to motherhood. - In perinatal psychiatry, adopting "matrescence" is seen as a strengths-based framework that can help destigmatize the challenges of new motherhood by normalizing the identity shift, distinct from pathologizing it as postpartum depression. This linguistic shift is crucial for health platforms aiming to build trust with users by acknowledging the full spectrum of their experience. - Digital health platforms are already building communities around the challenges of motherhood; for instance, Peanut and Tommee Tippee previously launched a support group called "Just Winging It" in response to a study finding that 95% of mothers experience guilt and 62% face a loss of identity. Apps like Wolomi focus on providing a "motherhood companion" for underserved communities, indicating a market need for targeted support. - For consumer health apps focused on maternal wellness, data privacy is a key consideration. While many direct-to-consumer wellness apps are not directly governed by HIPAA, they may fall under the Federal Trade Commission's (FTC) Health Breach Notification Rule. HIPAA compliance becomes mandatory if the app partners with a "covered entity" like a healthcare provider and handles protected health information (PHI). - Successful user acquisition for maternal health apps often relies on a multi-channel approach, including App Store Optimization (ASO), content marketing that demonstrates expertise, and building strong online communities. For example, apps like Calm and Headspace have found success in the broader wellness space through accessible, guided content. - The multifaceted changes during matrescence—physical, hormonal, and psychological—present an opportunity for integration with wearable devices like the Oura Ring, Apple HealthKit, and Fitbit. Tracking metrics such as sleep patterns, heart rate variability, and activity levels can provide personalized insights for users navigating this transition. - The campaign taps into a growing digital health market focused on women's health, or "FemTech." For founders in this space, demonstrating a deep understanding of the user's journey and language—such as embracing the term "matrescence"—can be a key differentiator when seeking early-stage funding.
