New UBCO research looks at how brand loyalty and attachment to retail spaces can impact shoppers.

Frosty mornings and twinkling lights are reminders that holiday shopping is just around the corner.

While online shopping was the norm last year, many people may be looking forward to heading to the malls for an in-person experience.

Annamma Joy, professor at UBC Okanagan’s Faculty of Management, researches consumer behaviour and branding. She recently co-authored a paper discussing what brings a connection to a favourite store and why consumers look forward to returning.

What role do you think retail spaces have in daily lives?

A person’s wellbeing is enhanced in places that make them feel at ease and content. Having a sense of belonging and a place where we fit is essential to our sense of community. Retail spaces can provide an opportunity to feel attached. They can be far more than mere places to shop.

Can you explain how people are initially drawn in?

First impressions are formed by what our senses such as sight, smell, touch and hearing tell us. Triggers such as design, merchandising and space layouts can seduce at first sight and nurture the relationship during future encounters. However, the key is to define the target consumer, because different groups will react differently. For example, some may enjoy simple spaces with clean lines whereas this may not resonate with others.

Once in a venue, what keeps a shopper browsing?

Engaging people’s creativity is often the next step in keeping consumers. Personalizing the experience and offering educational information may make the consumer feel more at home and valued. For example, highlighting staff favourites or giving back-stories about products can make the experience more engaging.

How do long-term attachments or brand loyalty occur?

Many different methods can be used to gain loyalty and this is dependent on the product type—strategies for the fashion industry may be different than that of food. Overall, the most successful organizations are those whose strategies are in line with their ideology and values, which can be highlighted through design, architecture or storytelling.

For example, a coffee chain that markets itself as sustainable may publicize the history of a particular coffee bean with photos and testimonials from the growers. This is an example of a market-driving orientation—the industry dictates what the consumer should purchase rather than relying on the consumer for the design of their products. Young customers like to be informed and demand knowledge. Savvy companies should try to empower them with enriching education.

An approach to keep a customer as they age is to offer different spaces that appeal to varying age groups. For example, the Reitmans Canada organization owns several store types—Reitmans, Penningtons and RW&CO—that attract different segments of the population.

Alternatively, larger department stores may accommodate different client groups by having mini-boutiques within one space.

The key is to know your customer and their preferences.

Are there benefits to changing favourite spaces?

It is inevitable that shopping patterns will change, whether due to store closures or individual preferences. Although this may be disappointing, it can also result in new learning opportunities, happy memories, inspiration and new social connections. Commercial spaces, in addition to offering merchandise, provide us with the opportunity to grow, develop routines and develop self-identity. 

Do you think people will develop favourite online shopping platforms?

This is an important question because the COVID-19 pandemic accelerated online purchasing. This is the future of retail and new technologies have thrown a wrench into how we connect to retailers. It is hard to predict the degree of attachment people will feel towards virtual spaces. Perhaps, they will initially seek familiar markets and then branch out.

While artificial intelligence, the use of big data and algorithms hold promise for the future in terms of empowering consumers, they also have their downside. What is really interesting is the impact digital platforms have on purchasing behaviour. These have the potential to manipulate customers, who may believe they are making independent decisions, but really are being directed to certain retailers. While consumers have the ability to access useful information to make decisions they should be wary of online reviews, chats and testimonials.

We’ve learned that decision-making is constantly changing in this digital space and both the consumer and the retailer need to be on their toes.

Over 60 per cent of youth who vape reported trying to quit in the last year. Photo by Toan Nguyen on Unsplash

New research from UBC Okanagan shows that gradual nicotine reduction is key to helping e-cigarette users quit.

The study, published in this week’s issue of the Journal of Medical Internet Research, has implications for young Canadians who are currently hooked and want to stop using e-cigarettes, commonly called vapes.

“Vaping has become a popular global phenomenon, with more than 40 million users worldwide,” says Dr. Laura Struik, assistant professor in the UBCO School of Nursing and lead researcher of the study. “Despite this growth in popularity, many current vapers admit they want to quit, particularly young Canadians. In fact, over 60 per cent of youth—ages 15 to 19—who vape reported trying to quit in the last year. Our study is the first to use the social media forum, Reddit, to find out how they are breaking this habit and how they can be best supported.”

According to Health Canada, vaping is the act of inhaling and exhaling an aerosol produced by a vaping product, such as an electronic cigarette. Unlike cigarette smoking, vaping doesn’t require burning, rather, the device heats a liquid into a vapour, which then turns into an aerosol.

Dr. Struik and Youjin Yang, a recent UBCO Bachelor of Science in Nursing graduate, analyzed 1,228 public posts from 318 users on a “quit vaping” Reddit forum. The information was categorized into quitting method, reasons for quitting, and barriers and facilitators to quitting.

“We chose social media to gather our data because this is where individuals, especially young people, the largest users of e-cigarettes, are sharing their experiences, including those about health,” says Dr. Struik.

The research showed that negative health experiences were the number one reason these individuals chose to quit. Symptoms such as shortness of breath, chest pain, wheezing and poor sleep were the complaints listed, which concerns Dr. Struik.

“This is very different from the number one reason that smokers want to quit smoking, which is future health concerns,” she says. “We need to pay attention to these early adverse health effects. I’m particularly concerned by the impact of vaping on young and healthy lungs. That e-cigarette users are experiencing such intense negative health effects from vaping relatively early indicates that something different is going on biologically compared to smoking.”

Dr. Struik also notes that the users reported intense withdrawal symptoms and dependency on nicotine as the top barrier to quitting.

“This is not surprising given that the most popular e-cigarettes deliver very high concentrations of nicotine,” she says. “In addition, previous studies suggest that the developing brain, such as that seen in youth and young adults, is vulnerable to long-term nicotine addiction. This makes quitting harder for this population.”

For those who pursued quitting, the study found that more than 65 per cent of them said they preferred a gradual reduction approach. This involved tapering the nicotine concentration, followed by using different nicotine replacement therapies, such as patches and gum. To help with this, individuals used distraction techniques like exercising, to keep themselves busy and get a dopamine release—the “feel good” neurotransmitter in the brain—from something other than vaping.

It was also noteworthy that e-cigarette users were vocal about the need for self-grace and a positive self-concept as they engaged in the quitting process.

“Health promotion efforts should encompass messaging that does not shame those who vape or are struggling to quit; instead, we need to build each other up and support each other’s efforts in reducing exposure to health risks, like vaping.”

She suggests that online interventions may be particularly useful for this group, given that most of them are young and embrace digital platforms. “We have an opportunity here to help support them.”

Dr. Struik also notes that cessation guidelines, including pharmacological and behavioural approaches, specific to e-cigarette are critical.

“Our research findings show that vaping and vapers are different than those who smoke tobacco. Therefore, the cessation approaches should also be unique.”

New UBCO research shows that while younger consumers are interested in wine, their approach is different to past generations.

It’s wine bottling season and new research from UBC’s Okanagan campus shows that younger sippers should be inspired, rather than lectured, during their tasting experience.

The international study, published in the Cornell Hospitality Quarterly, found that millennials and generation z—those between the ages of 18 to 40—appreciate wine more when they define it on their own terms and with the support of technology instead of learning with traditional terminology and analysis.

“The traditional way of teaching wine appreciation using a verbal lexicon is turning off and boring young consumers,” says Annamma Joy, professor in the Faculty of Management and co-author of the study. “With their spending power, it makes sense for winemakers to adapt the experience to better engage them as new customers.”

She says that these findings provide key marketing insights to the $9 billion Canadian wine industry.

Dr. Joy and her colleagues from Cornell University first tested how a holistic tasting approach compared to a traditional one with young wine drinkers with an average age of 24. The traditional group analyzed the wine’s taste by deconstructing flavour profiles and writing detailed descriptions. On the other hand, the holistic group, learned to appreciate wine tastes by drawing images and discussing them. Both of the groups enjoyed learning about wine, but those who participated in the holistic group engaged in a deeper, more thoughtful way.

“While new consumers might find the analytical approach effective at teaching them how to differentiate tastes, the holistic approach allows them to create a more emotional connection to the wine—bringing meaning beyond the test environment,” says Dr. Joy.

The next research step was to determine what references these young consumers use for wine information, for both new experiences and follow-up education. Generational differences in wine education were analyzed using the digital platform, QUINI. The number of online interactions increased with younger generations—millennials (24 to 40 years) engage more than generation x (41 to 56 years) and baby boomers (57 to 75 years). Also, as generation z (6 to 24 years) consumers reach drinking age, their online activity increases. The researchers also noted that the type of information preferred differs between generations, with older ones preferring traditional education and newer consumers turning to experiences such as wine-tastings and wine tourism.

“Our research shows that younger consumers are interested in wine, but their approach is different than what their parents experienced. Making learning fun and using digital platforms can increase their appreciation of wine and provide a positive path to developing future wine consumers,” says Dr. Joy.

“Wine needs a great story to attract the millennials and younger generations. If you don’t have one, you may be left with sour grapes.”

Low-volume, high-interval intensity training requires less than 15 minutes

As pandemic restrictions continue, many are looking for innovative ways to get regular exercise — especially as Zoom meetings seem to creep more into personal time.

UBC Okanagan researcher Jonathan Little, associate professor in the School of Health Exercise Sciences, suggests that low-volume, high-intensity interval training (HIIT) may be the solution.

His collaborative review, recently published in the Journal of Physiology, explains that this type of exercise can be effective and sometimes even better than traditional forms of aerobic training, such as jogging for 30 minutes or attending a cardio class.

Dr. Little, this year’s UBCO Health Researcher of the Year, describes the difference between low- and high-volume HIIT and offers advice about getting into an exercise groove.

What is low-volume HIIT?

High-intensity interval training involves repeated short bursts of strenuous activity, where people reach 80 to 100 per cent of their predicted maximum heart rate, separated by periods of rest. The difference between high and low-volume HIIT is the time spent being active. For low-volume HIIT this is less than 15 minutes and for high-volume HIIT, it is more than 15 minutes. Low-volume HIIT is becoming increasingly more popular, but it is unclear how well it works, especially for improving cardiovascular and metabolic health. In our recent study, we looked at numerous studies and summarized the findings to date.

What is the current opinion about low-volume HIIT?

Our review of the available studies indicates that low-volume HIIT leads to similar and sometimes greater improvements in metabolic disorders like Type 2 diabetes as well as heart function  — we tend to group these conditions together and call this cardiometabolic health — when compared to moderate aerobic activity. This makes it even more appealing than high-volume HIIT because it takes less effort and time.

When compared to traditional aerobic exercise, what specifically improved in low-volume HIIT participants?

The findings from recent clinical trials indicate that low-volume HIIT can induce improvements in cardiorespiratory fitness, glucose control, blood pressure and cardiac function. It also appears that low-volume HIIT is safe and well-tolerated in adults.

How do participants feel about HIIT?

Most of us know that physical activity is considered the cornerstone for the management of cardiometabolic health and regular exercise improves a wide array of conditions from obesity to mental health and mood disorders. However, exercise adoption and adherence continue to be a challenge for many people and they often say that lack of time is a barrier. Low-volume HIIT is certainly time efficient and this may explain why individuals have reported enjoying the exercise, and possibly stick to it longer than traditional aerobic activities.

What is your best advice about exercise?

The first step in any new exercise routine is to get the green light from your physician. Remember that every bout of exercise counts—when you exercise today it improves your metabolic functioning immediately and the benefits last into the next day. Keep in mind there is no magic pill. Exercise impacts almost every organ and organ system in our body in an integrative fashion. There will never be a pill to replace all the benefits of a healthy lifestyle. Finally, the optimal strategy for you is one that you enjoy and can stick to.

What is the next step for your research?

I am part of a cross-disciplinary team at UBC who, along with colleagues at Liverpool John Moores University, is conducting a study to identify effective methods to help people with Type 2 diabetes increase and maintain exercise and physical activity levels long term. Called Motivate T2D, this six-month home-based exercise study will pair participants with an exercise specialist, who will guide them through a personalized exercise prescription using virtual counselling. It’s a completely remote clinical trial so is available to anybody from across Canada who has been diagnosed with Type 2 diabetes within the last 24 months. For more information, you can visit motivatet2d.com.

To find out more about Dr. Little’s research, visit: ourstories.ok.ubc.ca/stories/jonathan-little

UBC Okanagan’s 2021 Health Researcher of the Year Jonathan Little.

About UBC's Okanagan campus

UBC’s Okanagan campus is an innovative hub for research and learning founded in 2005 in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose territory the campus resides. As part of UBC—ranked among the world’s top 20 public universities—the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley.

To find out more, visit: ok.ubc.ca

UBCO experts comment on sustainability practices of eggs and chocolate (Photo: Tetiana SHYSHKINA on Unsplash)

Sustainability experts comment on the environmental impacts of seasonal treats

The arrival of spring and Easter is often celebrated with egg-containing delicacies and all-things chocolate. The grocery shelves overflow with these temptations without much thought of how they arrived and the consequential environmental cost. Experts from UBCO’s Irving K. Barber Faculty of Science and Faculty of Management offer insight into the sustainability of these products and how to purchase wisely.

Of the major sources of terrestrial animal protein, eggs are the most sustainable says Dr. Nathan Pelletier, assistant professor of biology and management

“Hens are very efficient at converting feed into animal protein,” he explains. “In comparison to other animal protein sources, almost the entire product is edible. This, along with a long shelf-life, means that egg waste is very low.”

Dr. Pelletier adds that sustainable egg producers efficiently use limited natural resources, such as energy and water while minimizing emissions. They also ensure hen welfare, fair prices for farmers and are mindful of the social acceptability of this form of farming.

As NSERC/Egg Farmers of Canada Industrial Research Chair in Sustainability, Dr. Pelletier is examining the potential benefits of net-zero energy housing systems for the hens and the use of scrubbers to recover nitrogen from poultry barn exhaust air. He’s also studying the implementation of renewable energy systems such as wind, solar and geothermal heat pumps on farms.

“Eggs are the most affordable source of animal protein, with an average Canadian consuming about 21 dozen annually,” he says. “Because they play an important role in food and nutrition security, it is important to continually evaluate and seek opportunities to improve sustainability outcomes.”

“I believe consumers can use their purchasing power to support social change,” says Dr. Eric Li, associate professor of management, referring to supporting fair-trade chocolate

He adds that the International Labor Organization estimates millions of child labourers work to produce everyday purchases such as coffee and cocoa and that almost 284,000 children between the ages of nine and 12 have been reported working in hazardous conditions on West African cacao farms.

“These children are exploited by being forced to work long hours with little or no pay, and have little rights and limited education,” he says. “Also, the ongoing deforestation due to the growing demand for chocolate will contribute to climate change-related issues.”

Dr. Li notes these practices are not ethical or climate-friendly. Rather, he suggests organizations that support sustainable standards pay workers a fair wage and maintain critical forest conservation areas. They should also reduce pressures to convert more forestland to cacao plantations, and provide social and economic benefits to local communities.

Dr. Li also advocates for buying fair-trade chocolate, which is produced without child or forced labour. For making informed choices, he recommends reading the annual Easter Chocolate Shopping Guide. Compiled by the Mighty Earth environmental advocacy group, the guide assigns ‘Good Egg’ and ‘Rotten Egg’ awards to companies on a range of social and environmental criteria that can impact purchasing decisions.

“If everyone takes small steps to gradually change our consumption behaviour and mindsets, we will be on the right track of building a better world.”

About UBC's Okanagan campus

UBC’s Okanagan campus is an innovative hub for research and learning founded in 2005 in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose territory the campus resides. As part of UBC—ranked among the world’s top 20 public universities—the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley.

To find out more, visit: ok.ubc.ca

Nav-CARE is a program where trained volunteers provide navigation services to people with declining health who are living at home.

Federal funding makes Nav-CARE available to Canada’s most vulnerable population

The COVID-19 pandemic has impacted all Canadians, but isolated older persons have been especially hard hit over the past year.

To help with this, Health Canada has awarded $2.2 million to expand across the country Nav-CARE (Navigation- Connecting, Accessing, Resourcing, Engaging)—a program developed by researchers at UBC Okanagan's School of Nursing and the University of Alberta’s Faculty of Nursing.

Nav-CARE is a program where trained volunteers provide navigation services to people with declining health who are living at home. The program has been implemented and evaluated in 27 sites across Canada. The contribution from Health Canada will support a national scale-up of Nav-CARE, with 15 centres of excellence and 30 satellite sites. The financial support will also enable an online adaptation of the Nav-CARE toolkit and training as well as allow for adaptation of Nav-CARE materials for Francophones, Indigenous populations and caregivers of persons living with dementia. 

“Over the last 12 years, my colleague Wendy Duggleby at the University of Alberta and I have been developing and building the evidence around the Nav-CARE program,” says Dr. Barb Pesut, professor of nursing and Principal Research Chair in Palliative and End-of-Life Care. “We know what works and are now ready to scale it up and offer it to all Canadians.”

Pesut says she and the team are optimistic thanks to the support and engagement they get from the communities where the program is offered.

“We were overwhelmed by the level of satisfaction volunteers and older adults had with the program,” says Dr. Duggleby, professor at the University of Alberta’s Faculty of Nursing. “As a result, we have developed a Nav-CARE toolkit, which is a practical way for communities to provide compassionate care for those living in their communities with health needs.”

Pesut adds that palliative care often comes too late and many people are left struggling.

“Individuals with chronic illness need support early, as soon as their health declines enough to influence their quality of life, which is when we need to intervene.”

Nav-CARE volunteers also provide companionship and emotional support. Pesut and Duggleby expect that this program will allow more older persons to live well and independently at home.

“We want to provide support to all, but we especially want to reach the one in five seniors who admit they are experiencing emotional distress and have difficulty coping day-to-day,” says Pesut.

“While the pandemic has exposed the vulnerability of this population, I’m hopeful that Nav-CARE will help improve the lives of countless Canadians.”

About UBC's Okanagan campus

UBC’s Okanagan campus is an innovative hub for research and learning founded in 2005 in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose territory the campus resides. As part of UBC—ranked among the world’s top 20 public universities—the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley.

To find out more, visit: ok.ubc.ca

Unsplash photo: Vicky summer @cestvictoiree

UBC Okanagan’s Social Work Mental Health Clinic is offering virtual counselling and mental health services to support children and youth during COVID-19.

The clinic, which specializes in the assessment and treatment of children and youth with mental health concerns, is free of cost and does not have a time limit on services.

“Anyone in the Okanagan and beyond can take advantage of our services,” says Clinic Director Hilla Shlomi. “This is a self-referral clinic, where parents or guardians can directly contact us to receive more information.”

Shlomi adds that the clinic offers a team-based approach, where clinicians and practicum students work with each family to provide emotional and psychosocial support. This often involves liaising with other health professionals and the child’s school.

Services are available to families with children between the ages of 6 and 19, who have mental health concerns such as anxiety, depression, suicidal and self-harming behaviours, attention-deficit hyperactivity disorder and psychosomatic difficulties.

Online counselling offers some benefits compared to in-person sessions, according to Shlomi.

“Virtual services allow us to reach individuals who otherwise wouldn’t commute to our UBCO clinic,” she says. “Also, we have learned it allows for both parents to be involved in sessions in spite of sometimes being in different locations, which is key to the child’s engagement and success. Some children may also be more comfortable in their homes versus a clinic setting, which can lead to more productive sessions.”

Shlomi explains that students in the Master of Social Work program, who work with the families alongside senior clinicians, are leading the way in providing innovative online solutions.

“An integral part of our clinic is to train the next generation of service providers. Now that the education includes a virtual component, it’s often the students who are expanding the clinic’s offerings,” she says. “Their knowledge and creativity have allowed us to implement virtual games and other online activities. Not only have they adapted to remote delivery, they are seamlessly providing virtual therapy.”

Master’s student Radha Ortiz notes that although the leap to a virtual space was a big one, she and her fellow student clinicians are increasingly comfortable and proficient in this new virtual reality.

“We’ve learned to engage youth in new ways,” says Ortiz. “Some of these skills are sustainable and can be continued once in-person sessions are restored.”

Both Shlomi and Ortiz anticipate that virtual sessions will continue as an option even after clinic doors open again. They say that this adds to the clinic’s already unique offerings of professional care in an academic setting.

“The focus of our services is the child, but parents are also counselled,” says Shlomi. “We don’t advocate a blaming environment. Parents are part of the solution.”

“The unlimited number of free sessions and the built-in parental education and support all add to the clinic’s service to the community, and we’re deeply passionate about helping families that need that extra support.”

Those looking for further information can email clinic.ok@ubc.ca

To learn more about the clinic, visit: socialwork.ok.ubc.ca/mental-health-clinic

About UBC's Okanagan campus

UBC’s Okanagan campus is an innovative hub for research and learning founded in 2005 in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose territory the campus resides. As part of UBC—ranked among the world’s top 20 public universities—the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley.

To find out more, visit: ok.ubc.ca

Researchers offer top tips for a healthy Halloween

Like so many other areas of life, Halloween festivities may look a little different this year in the midst of COVID-19. As health authorities ask people to take precautions and parents grapple with what is safe for their children, one thing remains constant: Kids love candy.

To help provide some relief, experts at UBC Okanagan are weighing in on what the best treats are and how to avoid being tricked by clever marketing.

Although sugar doesn’t cause diabetes, eat mindfully says Jonathan Little, associate professor in the Faculty of Health and Social Development's School of Health and Exercise Sciences

"One of the biggest nutrition myths is that sugar causes diabetes. Sugar intake alone won’t do this; the major risk factors for Type 2 diabetes are age, genetics and obesity. You obviously can’t do much about the first two but your lifestyle can influence your weight status. Excess calories from any source, combined with physical inactivity, can promote weight gain, which in turn, increases the risk for developing Type 2 diabetes.

Also, it is important to monitor sugar and carbohydrate intake for those who have Type 1 or Type 2 diabetes. It should be routine to avoid foods with added sugars and refined carbohydrates. During holidays and festivities rather than reaching for sugary treats, look for those with higher protein and flavour, such as nuts, homemade granola or trail mix, or cheese. Not only will this most likely be healthier, they will also provide more sustained energy."

Sugar has many disguises, says Wesley Zandberg, assistant professor of chemistry in the Irving K. Barber Faculty of Science

"Sugar is a whole group of sweet-tasting carbohydrates that may often go by other names such as glucose, fructose, lactose, dextrose—anything with the ‘-ose’ ending. Although chemically different, the body sees them as the same, whether from a candy bar or in concentrated fruit juices. And all are very, very high sources of calories.

In the case of whole fruit, though, sugars are also found linked together to form dietary fibres which the body cannot digest and instead powers the good bacteria living in the human gut. So, stick with the whole fruit, not the concentrated juice!

And keep your eye on labels. Smuggled-in sugars could be listed as carbohydrates, fruit juice concentrate, corn, malt or maple syrup. When searching for sugar-free treats, don’t let the labels fool you and learn the sugar synonyms.”

Artificial sweeteners may be harmful to your good gut bacteria, says Deanna Gibson, an associate professor of biology in the Irving K. Barber Faculty of Science

"Artificial sweeteners are calorie-free synthetic sugar substitutes added to food and drinks to make them taste sweet. Although this seems like a good idea, there has been controversy around how healthy and safe these additives actually are. One of their side-effects is that they are toxic to the healthy bacteria in our guts, which are necessary for many bodily functions, including digestion and immunity. In fact, the consumption of these sweeteners has been associated with altering the gut bacteria, throwing off the immune and metabolic balance.

Recently, a study by Raylene Reimer at the University of Calgary has shown that maternal consumption of low-calorie sweeteners including aspartame and stevia during pregnancy pre-programs their offspring to gain weight. This study highlights that artificial sweeteners promote obesity-causing gut microbes that are passed from the mother to their babies.

While eating large amounts of sugar is not good for those with diabetes, eating artificial sugar substitutes are not a healthy alternative. My recommendation is to eat little processed food and enjoy small amounts of natural sugars on Halloween!"

About UBC's Okanagan campus

UBC’s Okanagan campus is an innovative hub for research and learning founded in 2005 in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose territory the campus resides. As part of UBC—ranked among the world’s top 20 public universities—the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley.

To find out more, visit: ok.ubc.ca

UBCO expert discusses latest breastfeeding research during National Breastfeeding Week

Breast is still best for babies, even during a pandemic, according to one UBC Okanagan nursing professor and women’s health expert.

Marie Tarrant is the director of the School of Nursing at UBC Okanagan and a researcher on women’s health and breastfeeding. She explains the latest trends in breastfeeding research, the relationship between Type 2 diabetes and nursing, and the latest guidelines for breastfeeding during COVID-19.

Canadian National Breastfeeding Week is October 1 to 7.

Pumping is on the rise

There is an increase in mothers feeding their infants only breast milk that they collected beforehand, according to Tarrant’s new research. Her findings showed that less than half of women in her study directly breastfed their babies. She adds that this is a common trend in Asia, North America and Europe.

“This is a good news, bad news story,” says Tarrant, who undertook the study with her University of Hong Kong doctoral student, Heidi Fan. “While it’s great that the babies are initially getting breast milk instead of formula, these women are more likely to switch to formula earlier than recommended.”

She notes that infants should be fed breast milk for a minimum of six months. Not only does breast milk meet the unique and changing needs of an infant’s nutrition, it also protects them against viral and bacterial infections.

“New mothers should first establish direct breastfeeding before introducing bottles. Seek out support to help with this early on.”

Breastfeeding reduces risk of Type 2 diabetes

Breastfeeding reduces diabetes risk in women who have developed pregnancy-related diabetes, according to a recent research review published by Tarrant’s group.

“Up to 20 per cent of women with gestational diabetes will go on to develop Type 2 diabetes,” says Tarrant. “This is a serious condition where blood sugar levels aren’t properly regulated and can lead to serious consequences later, including stroke and blindness.”

Her study analyzed data accumulated from 15 pregnancy-related studies and demonstrated a strong association between breastfeeding and improved regulation of blood sugar.

“The take-home message is that women are strongly recommended to breastfeed, especially if they have gestational diabetes. In fact, the longer they continue to breastfeed, the lower their risk for developing Type 2 diabetes.”

COVID-19 concerns

New breastfeeding mothers may have additional challenges during this time of physical distancing, suggests Tarrant.

“Changes away from at-home visits to online platforms are less hands-on and this may make it difficult for everyone,” she says. “Getting an infant to latch on can be trying in the early postpartum and often the best solution is an in-person demonstration.”

Tarrant recommends that new moms reach out to public health nurses and experienced peers early.

“Don’t wait until you’re desperate for help. Establish support groups right away. Health care professionals can come to your home and are able to safely provide guidance. Peers can provide much-needed psychological support and encouragement. Moms need to know that they are not alone.”

COVID-19 positive moms

“To date, there is no evidence that the COVID virus passes through breast milk,” says Tarrant. “Most organizations, including the World Health Organization, encourage all mothers to breastfeed, even if they are COVID positive.”

She adds the benefits of breastfeeding far outweigh the risk of infecting the infant. If COVID positive moms follow the protocols, such as mask wearing and hand washing, the risk is very minimal.

“Mothering through breastfeeding is the most natural and effective way of caring for the baby, even in these unusual times.”

About UBC's Okanagan campus

UBC’s Okanagan campus is an innovative hub for research and learning founded in 2005 in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose territory the campus resides. As part of UBC—ranked among the world’s top 20 public universities—the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley.

To find out more, visit: ok.ubc.ca

Research suggests infant immunity may be compromised

Letting nature take its course may be the best advice for nursing mothers, according to researchers from UBC Okanagan. Their findings show taking fish oil supplements while nursing may not be beneficial and may even negatively impact babies’ immunity.

The study, published in the ISME Journal, is the first to investigate the impacts of fish oil supplementation on the composition of breast milk and infant gut bacteria.

Deanna Gibson, associate professor of biology.

“While maternal fish oil supplementation is widely believed to support infant health, the effect on gut microbiology is relatively unknown,” says senior author Deanna Gibson, an associate professor of biology in the Irving K. Barber Faculty of Science. “We demonstrated that supplementation corresponded with an increase in breast milk fats but a decrease in the immune-protective components of the milk. We also observed a change in infant gut microbiology—away from the bacteria normally present.”

For the study, Gibson and the research team evaluated 91 women and their babies; half took daily doses of fish oil while the other half did not supplement. Breast milk samples, infant stools and immune function markers were compared between the two groups.

Women who took supplements had a higher ratio of omega-3 fatty acids but lower protective molecules, such as antibodies, in their breast milk. The supplemented infants had a lower diversity of bacteria in their stools, something that is considered negative.

“We showed that fish oil supplementation decreases the critically important defence factors of breast milk, one of the only sources of immunity infants get during early life,” says former doctoral student and study co-author, Candice Quin. “We also showed that increased fatty acids in breast milk as a result of supplementation was associated with an altered composition of infant gut bacteria, both in numbers and diversity.”

“This is a change that could result in infection risk for the infant,” she warns.

With these findings in mind, Gibson cautions that the practice of prenatal fish oil supplementation may induce long-term dysfunctional gut immunity.

“We know that the gut microbiome is intricately linked to infant health,” she says. “Further large-scale studies will clarify whether early fish oil exposures alter infectious disease susceptibility, including persistent asymptomatic chronic infections.”

For more information about this study, visit Gibson’s blog.

Quin’s work was supported by funds from the Canadian Association of Gastroenterology and the Canadian Institute of Health Research. Gibson was supported by the Bill and Melinda Gates Foundation, Crohn’s and Colitis Canada and the Natural Sciences and Engineering Research Council of Canada.

About UBC's Okanagan campus

UBC’s Okanagan campus is an innovative hub for research and learning founded in 2005 in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose territory the campus resides. As part of UBC—ranked among the world’s top 20 public universities—the Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley.

To find out more, visit: ok.ubc.ca