How One Car Dealership Steered the Way to Gender Inclusivity
When a third-generation, family-owned automobile business wanted to be more inclusive and support new mothers, they took action.
Fowler Automotive—with eight dealerships across Oklahoma and Colorado—installed freestanding Mamava lactation pods in all of its showrooms to provide breastfeeding employees and customers with a clean and comfortable space to pump or nurse. In doing so, not only did they redefine the entire car-buying experience for families, but they also set a new standard of employee support in the auto industry.
Make everyone feel welcome
Women currently make up only 24% of the auto industry and a 2020 study—Women at the Wheel, conducted by Deloitte and Automotive News—identifies increasing gender inclusivity in the automotive industry as a clear opportunity for both retention and growth. The top issue preventing more women from a career in the automotive sector? The lack of diversity, equity, and inclusion. So Fowler Automotive formed a women’s leadership group to study how they could make their dealerships more inclusive. Supporting breastfeeding employees and guests emerged as a top-recommended initiative—one that resonated personally with Jonathan Fowler, President of Fowler Holding. “Creating spaces for breastfeeding women makes a positive statement to an audience that is mostly underserved in the auto industry,” says Fowler. As a father of two, Fowler saw his wife struggle with breastfeeding and understands that sometimes moms need a quiet, distraction-free space to feed.
Reduce stress for breastfeeding employees + customers
“We wanted to remove stress about pumping accommodations for our employees,” says Catie Birabent, Finance Director at Fowler Toyota of Norman and member of the women’s leadership group. “The Mamava pods are an ideal solution to help our female employees feel recognized and supported. The fact that they are also available to customers who visit the showrooms is certainly an industry-first.”
The team at Fowler Automotive understands that buying a car can be stressful, but shopping for a car during a pandemic adds a whole other level of stress. “COVID-19 presents extraordinary times for the car-buying experience,” says Fowler. “People may not want to bring their baby, yet during a pandemic it’s a totally different world. Having access to a quiet space relieves that stress. If a woman chooses to breastfeed at the dealership, she’s welcome to sit wherever she likes. If she needs to pump, or has a fussy baby who needs a more secluded space, we want them to know that they have access to a Mamava.”
Broadcast inclusivity
The Mamava pods—with their unique curved sides and Fowler’s beautiful custom graphics—send a message to everyone that walks into Fowler dealerships that families are welcome. “We’ve placed the pods in visible spaces so that they can educate people who see them [that breastfeeding is happening everywhere],” says Fowler. “We want to help normalize breastfeeding in our culture and contribute to bringing gender equity to the workplace.”
VIDEO:
Watch the Tulsa Fox News segment about Fowler Automotive
Check out CBSN-TV Denver’s segment on Fowler Automotive
Mamava designs solutions to empower breastfeeding and pumping parents on the go, like our freestanding lactation pods, Mamava’s lactation space locator app, and other helpful resources.
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