107: 34 ways businesses can do better by moms

Welcome to Two Truths, a bestselling newsletter exploring the many truths of motherhood from journalists & maternal health advocates Cassie Shortsleeve & Kelsey Haywood Lucas of Motherspeak. Two Truths is rooted in the healing & affirming principle that two (or more) things can be true. It’s a “best parenting Substack” per Motherly and The Skimm says you should subscribe; also seen on Vox, TODAY.com, HuffPo & more.

I will never forget the day I realized how rare it is to see businesses support parents—or what a huge impact even the tiniest efforts can make.

“We’re just going to run into the store for a few quick things!” I called to my two kids with confidence as I unloaded them from the car, skipping the bulky stroller and putting my 1-year-old in the shopping cart seat.

But what should have been a simple trip took a turn when we unexpectedly needed to visit the restroom. As any mom knows, this is where things can start to unravel: You can’t take the cart inside, so what are you supposed to do with your not-yet-walking child while you help the bigger one use the toilet? And how are you supposed to use the toilet yourself while also holding a squirmy baby?

I opened the door and braced myself for the chaos that would certainly come—so when I stepped into a large stall and saw a strap-in “baby holder” attached to the wall, I could have wept with relief.

Then, the appreciation rolled in: These wall-mounted baby safety seats are a game changer for parents who are tasked with taking kids to the restroom.

But then I was hit with confusion: Why are simple considerations like this one so rare to see? Why am I so impressed with what should really be considered the bare minimum when it comes to supporting parents in public places?

Since then—during countless visits to kid-friendly spaces like the zoo, the pediatrician’s office, department stores, and public parks—I’ve always noticed and questioned how businesses support (or don’t support) parents. (You know what would make life unbelievably easier for parents? A $15 step stool so kids can reach the sink to wash their hands. I think about this almost every day.)

Appealing to parents isn’t just a do-good strategy, either—it’s good business.

“Gen alpha—born between 2010 and