Mother’s Day Promotions Can Cause Pain to those Impacted by Pregnancy and Reproductive Loss

SAN DIEGO (May 1, 2024) – The Institute of Reproductive Grief Care, the global authority on reproductive grief care research and education, today asked businesses across the U.S. to thoughtfully consider their Mother’s Day promotions.

“Two million people are impacted by pregnancy and reproductive loss in the U.S. every year,” explained Dr. Michaelene Fredenburg, President and CEO of the Institute of Reproductive Grief Care.  “Mother’s Day may be a ‘trigger holiday’ for those impacted and these promotions can cause a great deal of unintentional pain.”

Businesses Can Show Support for Those Impacted!

“Everyone knows someone who has experienced pregnancy or reproductive loss,” added Fredenburg. Fredenburg suggests three different ways that businesses can be respectful of these kinds of losses.

    1. Consider offering a one-time, opt-out option for Mother’s Day promotional emails. “This small, extra step shows a kindness and consideration that all of your customers will appreciate – whether or not they’re directly impacted,” said Fredenburg. “Additionally, these steps offer you the opportunity for an extra touchpoint with your customer that could strengthen your relationship with them.”
    2. Along with their traditional Mother’s Days products, businesses can offer alternative purchasing options for those impacted by reproductive loss, ideally items featuring the “Forget Me Not” flower. “The ‘Forget Me Not’ flower assures those impacted that we are remembering them, and remembering their children with them,” added Fredenburg. The institute offers the “Forget Me Not” Signature Collection of memorial and remembrance items, all designed to support those impacted by pregnancy and reproductive loss. This collection includes jewelry, like pins and bracelets, along with sympathy cards, and “comfort boxes,” all featuring the “Forget Me Not” flower. These items are available at the Institute’s storeAll proceeds go directly to helping those impacted.

    1. Another easy alternative is to share the hashtag #ForgetMeNot on social media, and suggest to your customers that they share this hashtag also. #ForgetMeNot offers the opportunity for those impacted to share their story on social media, or for anyone to simply show their support for those impacted, and respect for their grief during a “trigger holiday” like Mother’s Day.

Pregnancy Loss and Reproductive Loss in the U.S.

One in every four pregnancies in the U.S. ends in miscarriage – and that is just one type of reproductive loss. 2.4 million fetal and neonatal deaths occur in the perinatal period – 4 times more than the annual number of deaths from cancer. These numbers don’t include infertility, which carries its own repeated, emotional pain.

Culturally, we offer very little support for people who grieve after these many kinds of reproductive losses. Businesses who add this one small step to their promotions can provide comfort to those impacted.

“It is a powerful way to show those impacted that their grief is valid and respected,” explained Fredenburg.


The Institute of Reproductive Grief Care brings to light the widespread need for help that is faced by the millions impacted by miscarriage and other reproductive losses. They change the way that people think and talk about reproductive loss, and create traditions that focus on healing, remembrance and hope. They offer a safe place for those impacted to receive the support that they need, in kindness and without judgement.


The Institute of Reproductive Grief Care is the global authority on reproductive grief care. It offers education, research, expertise and support after reproductive loss without religious or political affiliation. Its goal is to accelerate the widespread adoption of a reproductive grief standard of care, bringing comfort and hope to millions who often grieve alone and in silence for years or decades.

The Institute of Reproductive Grief Care is accredited as a provider of nursing continuing professional development by the American Nurses Credentialing Center’s Commission on Accreditation (ANCC). The Institute of Reproductive Grief Care is approved by the California Board of Registered Nursing, Provider #CEP17434. It also has approved programs by the California Association of Marriage and Family Therapists (CAMFT) Provider #135365 and by the National Association of Social Workers (NASW) Provider # 886893440 to sponsor continuing education for LMFTs, LCSWs, LPCCs, and LEPs. We maintain responsibility for our program and its content. The Institute also certifies healthcare professionals and others in reproductive grief care.

The Institute offers booksmemorial items, and other healing resources directly to those affected, including the “Forget Me Not Signature Collection” of sympathy cards, jewelry and comfort boxes. The national campaign, promoting the “Forget Me Not” flower as a symbol of reproductive loss remembrance, won the grand prize of “Nonprofit Communications Campaign of the Year” by Public Relations Daily in 2022. All Institute proceeds from sales of “Forget Me Not” items go directly to helping those impacted. The Institute is a 501(c)(3) nonprofit. For more information, see the Institute’s introductory video and visit