Knix, the global intimates brand, recently partnered with the Black Women’s Health Imperative (BWHI) to build a program to support the Black birthing community. Dubbed the Nourish Community Doula Training Program, the program will provide scholarships for up to 20 Doulas to receive training and assist 80 black birthing families across the U.S in receiving free postpartum care. In addition, Knix is also donating $75,000 in scholarships to support the fight against maternal mortality rates within the Black community, with ongoing proceeds from Knix’s Postpartum and Knix Nudes collections going towards the partnership.
"BWHI and Knix are aligned in acknowledging, normalizing and uplifting the lived experiences of birthing people," said Kanika A Harris, PhD, MPH Director of Maternal Health at BWHI. "Knix brings a unique vision to intimate apparel which is to inspire people to live unapologetically free. This representation of people from all shapes, sizes, ages, races, and ethnicities is not only refreshing to see, but empowers and supports the work of BWHI. We recognize that all Black birthing people are inherently resilient, healthy, and beautiful, and partnering with Knix is a great way to amplify our work."
Inclusive Birthing Initiatives
Knix & Black Women’s Health Imperative Launch New Initiative
Trend Themes
1. Diversity & Inclusion in Maternal Health - Companies can consider developing programs or initiatives to support marginalized communities in maternal healthcare, such as providing scholarships for doula training or funding research on maternal healthcare disparities.
2. Philanthropic Partnerships - Companies can form partnerships with non-profit organizations to address societal issues and use their brand to raise awareness and support for important causes.
3. Socially Responsible Consumerism - Consumers are becoming increasingly interested in supporting businesses that prioritize social responsibility and ethical practices, thereby allowing companies to gain market share by investing in philanthropic initiatives and supporting marginalized communities.
Industry Implications
1. Maternal Health - There is an opportunity for companies to disrupt the maternal healthcare industry by focusing on supporting marginalized communities and addressing maternal healthcare disparities.
2. Fashion - Fashion brands can leverage their resources and reach to address societal issues and engage in philanthropic partnerships to increase brand loyalty and customer engagement.
3. Non-profit - Non-profit organizations that focus on supporting marginalized communities in maternal healthcare can develop partnerships with businesses to increase funding for research and advocacy efforts.