World Breastfeeding Week 2025: Prioritising Breastfeeding & Building Support That Lasts

It's that time of year again Mamma's! Every year we celebrate World Breastfeeding Week from the 1st to the 7th of August. World Breastfeeding Week is an annual celebration led by the World Alliance for Breastfeeding Action (WABA) in collaboration with the World Health Organisation (WHO) and UNICEF who dedicate this week to raise awareness about the importance of breastfeeding and building a world where systems prioritise breastfeeding and maternal wellbeing to ensure every mum feels supported to feed in the way that works best for her and her baby.

At Pippeta we are proud to support this movement because every mum deserves to have the option and support to breastfeed and we believe with the right investment breastfeeding rates could be improved which will in turn improve public health, strengthen economies, and secure the well-being of future generations.

Because when you support a breastfeeding mum, you're not just feeding a baby, you're fuelling the future. So here's to policies with purpose, products that make life easier (hi, hands-free pumps!), and a world that finally gets it: mums don’t need to do it all alone but they can do it all, with the right support.

2025 Theme: Prioritise Breastfeeding, Create Sustainable Support Systems

Every year the campaign has a theme and this year it's a powerful one that we feel gets straight to the point: "Prioritise Breastfeeding: Create Sustainable Support Systems".

Because, lets be honest, breastfeeding is hard! But it is a lot easier when the right support is in place. Here at Pippeta we know better than anyone a successful breastfeeding Mamma is usually the one with a web of support behind her whether that be a supportive partner, a flexible workplace or a friendly lactation consultant in her corner.

This year’s theme shines a spotlight on the planet too connecting the dots between sustainable breastfeeding support and global climate goals. It’s a reminder that to truly prioritise breastfeeding, we need long-lasting systems in place. We’re talking joined-up support from governments, the NHS, workplaces, and local communities that makes it easier for mums to feed in the way that works for them. Because quick fixes won’t cut it we need change that sticks.

Why it matters:

• It puts the spotlight on the need for proper maternity protections
• It reminds workplaces, governments and society that breastfeeding support is everyones business!
• It makes space for ALL feeding journeys to be valued, whether you are exclusively breastfeeding, exclusively pumping or somewhere in between.

Sustainable support means stronger families, healthier futures, and a world that’s ready to lift every Mamma up, for good.

Read the official WHO key messages here.

Why Breastfeeding Should be Celebrated

Because it’s powerful. Because it’s natural and Because it's not always easy!

World Breastfeeding Week is more than just a health campaign it’s a moment to come together and shout about the strength, love, and resilience behind every feed. Whether it’s a sleepy 3am latch, a pump session between meetings, or the very first few drops of colostrum… it all matters.

Celebrating breastfeeding means recognising the science and the soul behind it. Championing every Mamma who's just doing their best. Making sure support isn't just a buzzword but something that Mums actually feel. Smashing stigma around feeding in public, extended feeding and expressing. Showing that small tools like a comfy maternity bra or a hands-free pump make a BIG difference.

Because when we celebrate breastfeeding, we’re really celebrating mums and that’s something the whole world should get behind.

The Benefits of Breastfeeding (for Baby and Mum)

We can't talk about celebrating breastfeeding and not mention the numerous benefits that breastfeeding brings to both you and your baby. If you are still considering how to feed your baby then heres something beautiful to keep in mind. Your breast milk is made just for them. It’s ready when they are, always the perfect temperature, and packed with everything they need to grow strong and thrive. But it’s not just about nutrition. Breastfeeding can be a powerful way to build a deep emotional bond with your baby skin to skin, heart to heart. And whether it’s for one feed or for many months, that connection is something truly special.

Breastfeeding comes with lots of health benefits for baby which continue into adulthood and the longer you breastfeed for the better protected your child will be in the long run. key health benefits of breastfeeding include:

• Infections (e.g. ear and chest infections)
• Diarrhoea & vomiting
• Asthma
• Tooth decay, misalignment of teeth or an incorrect bite
• Sudden Infant Death Syndrome (SIDS)
• More chance of performing better in intelligence tests

And going into later life:

• Cardiovascular disease
• Type 2 Diabetes
• Obesity
  

Breastfeeding not only has benefits for your child but the health benefits lowers your risk of:

• breast cancer
• ovarian cancer
• osteoporosis (weak bones)
• cardiovascular disease
• obesity

No brainer right? The WHO recommends exclusively breastfeeding for at least six months and state that baby doesn’t need anything else no extra food or drinks (not even water!). Meaning there’s usually no need for bottles, teats, or dummies during this stage.

Once baby hits 6 months, the WHO recommend you start introducing safe, nutritious solid foods alongside continued breastfeeding, ideally all the way up to two years and beyond, if that works for you both.

Despite this recommendation, research shows that the average duration that mothers in England breastfeed their babies for is only 6-8 weeks and although around 81% of mums start breastfeeding in the UK only 1% are still exclusively breastfeeding at 6 months. Here at Pippeta we understand this can be for a whole host of reasons but the one phrase we get through feedback from our community is a general 'lack of support'.

That’s why World Breastfeeding Week is so close to our hearts here at Pippeta. It’s a chance to shout louder, spread real education, raise awareness, and push for proper support not just pretty words. Because we believe every mamma deserves the option and the support to breastfeed if she wants to. And if we can help spark even the tiniest bit of change in homes, hospitals, or policies then we’ll keep talking about it!

You're probably thinking, "but what does breastfeeding have to do with sustainability?" right? well, the WABA has made links between breastfeeding and each of the Sustainable Development Goals (SDGs). A couple of examples are:

• How breastfeeding contributes toward combatting climate change and its impacts because it safeguards infant health and nutrition in times of adversity and weather related disasters due to global warming
• Breastfeeding links to the conservation and sustainable use of the oceans, seas and marine resources for sustainable development because in comparison to formula production and distribution breastfeeding entails less waste no packaging, no shipping, no fuel!
• The WABA link SDG no.3 'Ensure healthy lives and promote wellbeing for all at all ages' to breastfeeding as it significantly improves the health, development and survival of infants and children and contributes to improved health and wellbeing of mothers both in the short and long term as can be seen from the HUGE list of benefits above

So yep! breastfeeding really is a quiet eco-warrior. Who knew those night feeds and cluster feeding marathons were also helping the planet? Keep breastfeeding super mammas and remind yourself you are in fact saving the planet one feed at a time!

Read all of the SDG links here.

How Can You Get Involved?

Getting involved in World Breastfeeding Week? It’s easier than you think and there is space for everyone no matter your age, gender or the way you chose to feed. Here are just a few suggestions for how you can help raise awareness:

• Share your feeding story on social media
• Support a new mum in your life. Even a "you're smashing it" goes a long way
• Join a local breastfeeding group or baby cafe
• Crush the myths, shout the facts and help make breastfeeding feel a little less confusing for every new mamma. (psst, we share lots of these on social media)
• Speak to your workplace about their breastfeeding policies
• Use your platform (big or small) to normalise breastfeeding in public
• Use the WHO's dedicated campaign hashtags #WorldBreastfeedingWeek #HopefulFutures

How Pippeta Supports Breastfeeding

At Pippeta, we don’t just make breast pumps we champion every single mum on her feeding journey. We know breastfeeding can be beautiful, tough, emotional, and empowering sometimes all in one day. That’s why our mission has always been about more than products. It’s about creating a world where support isn’t a luxury, but a given.

Here’s how we’re showing up for you (and your boobs):

Free, Expert Lactation Support

With every Pippeta pump, you get access to free lactation support from one of our in-house IBCLCs (International Board Certified Lactation Consultants). No stressy 2am Google searches just real advice, from real experts, when you need it most.

Education That Actually Helps

From how-to guides to myth-busting content, we serve up easy to read, friendly resources to make breastfeeding feel less overwhelming and more like something you can do (because you totally can).

A Welcoming Online Community

Our socials aren’t just scroll-worthy they’re supportive spaces filled with other mums who get it. Whether you’re venting, celebrating or have questions, you’re never alone.

Products That Make Breastfeeding Easier

Our award-winning breast pumps and accessories are affordable, discreet and built for real life. Whether you’re pumping at home, at work, or on-the-go we’re here to help you share the load, keep your supply flowing, and find your own feeding rhythm.

Support for Working Mums

Returning to work? We’ve got your back. Our hands-free design means you can pump while doing other things, helping you maintain your feeding goals and feel like the superwoman you are.

Because when we talk about “supporting breastfeeding,” we mean it. From the first latch to that bittersweet final feed we’re here for the highs, the hurdles, and everything in between.

How Pippeta is Celebrating World Breastfeeding Week 2025

This year like the theme, we are going BIG! for World Breastfeeding Week with support love and community at the heart of it all. Here's what to expect during WBW 2025:

• Exclusive discounts on our hands-free breast pumps, breastfeeding bundles and accessories
• Giveaway's galore with some of our favourite maternity and breastfeeding brands
• Daily expert led and educational content and live Q&A's covering everything from latch to letdown
• Real mum stories to remind you, your never in this alone

Whether you are currently pregnant, 3 weeks in and struggling or 13 months and still going strong, we're cheering you on every step of the way!

Key Dates to Remember

• World Breastfeeding Week 1st-7th August
• Black Breastfeeding Week 25th-31st August
• Maternal Mental Health Awareness Week (Typically the beginning of May)
• World Breastfeeding in Public Day 22nd February

FAQ's

Q. When is world breastfeeding week 2025?

A. World Breastfeeding Week takes place for a week between the 1st to the 7th of August.

Q. What is the theme of World Breastfeeding Week 2025?

A. This years theme for World Breastfeeding Week 2025 is 'Prioritise Breastfeeding: Create Sustainable Support Systems'.

Q. What are the benefits of breastfeeding?

A. Breastfeeding benefits both baby and mum. It supports immunity, reduces the risk of illness, promotes bonding and supports maternal health. Breastfeeding is also linked to each of the Sustainable Development Goals (SDGs).

Q. What makes breastfeeding sustainable?

A. Breastfeeding supports multiple Sustainable Development Goals from reducing waste and protecting our oceans, to promoting health and fighting climate impacts by nourishing babies in times of crisis. And that’s just to name a few ways that breastfeeding is sustainable, there are so many more ways breastfeeding supports a healthier planet and future.

Q. How can I support a breastfeeding mum?

A. You can support a breastfeeding mum in numerous ways such as, offering basic encouragement, helping out practically, advocating for workplace pumping rights and normalising breastfeeding in public.

Q. What is Pippeta doing to support World Breastfeeding Week 2025?

A. We're offering exclusive discounts, giveaways with some of our favourite breastfeeding and maternity brands, producing expert led content and live Q&A's and generally celebrating mums everywhere.

Further Reading

Unicef: For Every Child- https://www.unicef.org/search?query=breastfeeding&created%5Bmin%5D=&created%5Bmax%5D=

NHS: Benefits of breastfeeding- https://www.nhs.uk/baby/breastfeeding-and-bottle-feeding/breastfeeding/benefits/

WHO: Breastfeeding Reccomendations- https://www.who.int/health-topics/breastfeeding#tab=tab_1

WHO: World Breastfeeding Week 2025-https://www.who.int/campaigns/world-breastfeeding-week/2025

WABA: Scaling up breastfeeding can prevent- https://waba.org.my/

Rollins, Nigel C et al. (2016):Why invest, and what it will take to improve breastfeeding practices?-https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(15)01044-2/abstract

UNICEF: WBTi UK Summary Report 2025: UK Breastfeeding-https://www.unicef.org.uk/babyfriendly/wbti-uk-report-urges-action-on-infant-feeding-support/