How hard is it to feed a baby? Much harder than you might think. Each canister of infant formula is packed full of information about nutrients, formula features and their vast range of benefits. Which of those benefits matter to parents and why? Do the same things matter to parents from different cultures? How does where you live affect how you feed your baby? Against the backdrop of macro forces like climate change, political unrest, supply chain shortages and supersonic technological innovation, will the same things that matter today continue to matter tomorrow?