Babies before bottom lines: Why investing in breastfeeding means investing in the future

Every August, World Breastfeeding Week gives us the opportunity to reflect, advocate, and act on one of the most impactful health interventions of all: breastfeeding.

This year, from 1–7 August 2025, the World Health Organization (WHO) is calling on global leaders, health systems, and communities to invest in breastfeeding—not just for the benefit of individual families, but for the health of our future.

As a paediatric nurse of 20+ years, IBCLC lactation consultant, and antenatal educator supporting families in Dubai and around the world, I see daily how breastfeeding can change lives. But I also see how hard it can be when mums don’t have the right support, especially when aggressive marketing, lack of maternity protections, and misinformation get in the way.

So let’s talk about it.‍

The 2025 theme: "Invest in breastfeeding, invest in the future"

This year’s campaign shines a light on how governments, health systems and communities can work together to provide sustained, skilled breastfeeding support from pregnancy through early childhood, create policies and laws that protect breastfeeding and build communities that empower mums to feed their babies anytime, anywhere. Most importantly, let’s not forget the bottom line: Put babies before profits.

Why does breastfeeding matter?

According to WHO, breastfeeding is more than nutrition. It’s immunity. It’s bonding. It’s brain development. It’s disease prevention.

Yet, only 48% of infants worldwide are exclusively breastfed in their first 6 months (WHO, 2025). The truth is, with the right investment, more than 600,000 lives could be saved every year by improving breastfeeding rates. Breastfed babies are less likely to develop infections, diarrhoea, pneumonia, and chronic conditions like obesity and type 2 diabetes. Breastfeeding also protects mums—reducing their risk of breast and ovarian cancer, type 2 diabetes, and heart disease.

As a lactation consultant in Dubai, I see many mums struggling with feeding not due to choice—but due to pressures, confusion, and a lack of support. That has to change.

Exposing exploitative marketing

One of the most powerful messages of this year’s campaign is a clear call-out to formula companies:

“Premium milks bring premium benefits” = Untruths
“Bottle-fed babies sleep better” = Fake science
“Formula solves colic/reflux/allergies” = False marketing

These slogans are designed not to help families—but to drive profits. And they often undermine the confidence of new mothers at a time when they’re most vulnerable. As a healthcare professional and mother myself, I believe in informed choice, but that can only happen when parents are given the truth, not marketing spin.

What needs to change – and what you deserve as a parent

Health systems must provide compassionate, evidence-based breastfeeding support from pregnancy to toddlerhood. They must ensure every hospital and clinic supports breastfeeding through the Baby-Friendly Hospital Initiative and they must train all maternal and child health professionals in up-to-date lactation knowledge. It's not enough just to train their staff, they must be on the floor making sure that this knowledge and education is put into practice. Every day. With every family. Not just on the antenatal and postnatal wards, but in the paediatric wards, in the community, in the adult ICU's. Everywhere.

Governments must enforce the International Code of Marketing of Breast-milk Substitutes, fund breastfeeding programmes & include them in national health strategies and protect parental rights with paid maternity leave and breastfeeding-friendly workplaces. Without the support in place, whilst families can make the choice that's right for them, the logistics and financial support is not in place to allow them to live these choices.

Communities must create safe spaces for mums to feed without judgement—whether that’s at the mall, in a playgroup, or at work. They must challenge myths & misinformation around infant feeding and support each mum to feed her baby in the way that feels right for her, with access to accurate information and skilled help at the point that she needs it.

How Lullabies supports breastfeeding families

At Lullabies DXB, we believe community is everything. My antenatal classes, lactation support, and baby massage sessions are built around real-life challenges, emotional support, and non-judgemental education—whether you're breastfeeding, expressing, combo feeding or still figuring it all out. As a certified IBCLC, I offer:
Private lactation consults (in-person and online)
Antenatal breastfeeding prep for pregnant families
Baby-led weaning and postnatal feeding advice
Support navigating lipase, reflux, allergies, tongue ties and return to work

My goal is to empower, not pressure, and to help every parent find a way of feeding that works for them and their baby. Knowledge is power, and i'm here to share mine to help you make the informed choices that are right for you.

This world breastfeeding week, let’s speak up

Let’s call out predatory marketing. Let’s challenge outdated beliefs. Let’s create a world where every mother has the support, time, and space she needs to feed her baby confidently. Because breastfeeding isn’t just a personal decision—it’s a public health priority. So we need to treat it like one.

If you’re in Dubai and looking for support, connection or evidence-based advice, I’d love to welcome you to one of our coffee mornings, classes, or consultations.

DM @lullabiesDXB or visit www.lullabies.ae to find out more.

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