Good morning! Female U.S. soldiers must now pass a “sex-neutral” physical test, L.A. mayor Karen Bass proposes government workforce layoffs, and the Trump administration may incentivize women to have more babies.
– Baby boom. The Trump administration has been soliciting ideas for ways to entice Americans to have more children, according to a report in the New York Times, in an effort to combat what it sees as a crisis of falling birth rates in the U.S. Some of the proposals reportedly being floated: a $5,000 cash “baby bonus,” government-funded educational programs on menstrual cycles, and a “National Medal of Motherhood” awarded to mothers with six or more children.
The idea generation is the clearest example yet of the Trump administration’s embrace of “a new cultural agenda pushed by many of its allies on the right to reverse declining birthrates and push conservative family values,” the Times reports.
Indeed, Trump, who has described himself as the “fertilization president,” is surrounded by folks like tech billionaire Elon Musk and Vice President JD Vance, who could be described as pro-natalist. Project 2025, the ultra-conservative blueprint for Trump’s second term, calls for the promotion of heterosexual marriages and restricting reproductive rights and health care.
Critics have been quick to point out that structural changes that could actually help families long term—paid parental leave, affordable housing and childcare—are not among the ideas listed in the story. And when the average out-of-pocket costs for giving birth in the U.S. total $2,854 for those with insurance while part-time childcare costs $6,000 a year on the low end, any baby bonus won’t go very far.
“Proposals like ‘baby bonuses’ or ‘menstrual cycle classes’ don’t just miss the point, they leave millions of women unheard, yet again,” says Erin Erenberg, CEO and cofounder of Chamber of Mothers, a nonpartisan 501c3 organization advocating for maternal and parental rights. “Most women we hear from aren’t opting out of motherhood—rather, they simply can’t afford it. That’s not a cultural crisis. That’s a policy failure.”
Countries across Asia and Europe are also struggling with falling birth rates, and many have tried similar incentives. South Korea, which has the lowest birth rate in the world, has introduced a baby bonus, as has Singapore. At least in South Korea, the generous government benefits are so far not enough: The fertility rate in 2024 was 0.75, a small increase from the previous year.
Back in the U.S., critics point to other moves made by the Trump administration that seem to belie its stated desire for a “baby boom.” It recently made large cuts to the Department of Health and Human Service’s Division of Reproductive Health, which handles issues related to maternal and infant health. Republicans also opposed the extension of the expanded child tax credit, which helped significantly reduce child poverty under President Joe Biden. The Trump administration’s aggressive immigration and deportation strategies are counter to the goal of growing the population. And in many red states, anti-abortion legislation is actively harming women and motherswho miscarry. Overall maternal mortality rates in the U.S. almost doubled between 2014 and 2021.
“Parenthood doesn’t need to be incentivized—it needs to be supported every step of the way,” says Erenberg. “If we want a thriving nation, we start by making sure its mothers are healthy, supported, and whole.”
Needless to say, a motherhood medal won’t accomplish that.
Alicia Adamczyk
alicia.adamczyk@fortune.com
The Most Powerful Women Daily newsletter is Fortune’s daily briefing for and about the women leading the business world. Today’s edition was curated by Nina Ajemian. Subscribe here.
ALSO IN THE HEADLINES
- Male scale. Female soldiers in the U.S. army will now need to pass a “sex-neutral” physical test also to be taken by male soldiers, three weeks after Defense Secretary Pete Hegseth ordered lower physical fitness standards to be eliminated for women in combat. Now, female active duty soldiers will be graded on the “male” scale—which may reduce the number of women who meet the necessary standards. New York Times
- Hole in the budget.Los Angeles Mayor Karen Bass has an almost billion-dollar hole in the city’s budget. Addressing the city council, she proposed firing over 1,600 government workers to help close it. Bass has also expressed her regret for not being in L.A. during the January wildfires.
- Final bell. A tuition-free private school cofounded by Priscilla Chan announced that it will be closing next year. The Primary School, which Chan founded alongside educator Meredith Liu, was open for a decade and prioritized DEI efforts. Now, the Chan Zuckerberg Initiative will put $50 million into the schools’ communities. Business Insider
- From the ground up.Bridgit Mendler raised $30 million in a Series A funding round led by Alpine Space Ventures and Andreessen Horowitz for Northwood, her space startup focused on ground networks. “There’s a lot of appetite to serve up increased capacity for ground—that’s why we’re here,” said the former Disney star. Bloomberg
MOVERS AND SHAKERS
Neurotech Pharmaceuticals, which develops therapies for chronic eye diseases, appointed Beth Marsh as chief commercial officer. Most recently, she was VP, North America sales and marketing in ophthalmology at Apellis Pharmaceuticals.
Hyatt Hotels named Kristin Oliver CHRO, succeeding Malaika Myers. Oliver was most recently chief legal officer, CHRO, and EVP of communications at Hanesbrands.
CHG Healthcare, which provides physician staffing services, appointed Kerry Norman as chief people officer. She was previously the company’s EVP of people and operations.
ON MY RADAR
Tina Knowles, mother of superstars, owns her own story New York Times
Pope Francis gave women Vatican roles, but held back on wider changes Reuters
Khloé Kardashian’s latest business venture is adding protein to a popular snackInc.
PARTING WORDS
“I always knew I wanted to be famous.”
— TikTok-dancer-turned-pop-singer Addison Rae
