World Breastfeeding Week 2025

What will World Breastfeeding Week 2025 be about - internationally and in Germany?

In Germany, the motto for World Breastfeeding Week 2025 is "You decide. Not the adverts." - a clear statement in favour of informed, self-determined decisions free from commercial pressure. The German campaign week traditionally takes place in the 40th calendar week instead: 29 September-5 October 2025.

Internationally, WHO and partners emphasise investment in breastfeeding promotion for 2025 ("Invest in breastfeeding, invest in the future") or "Prioritise Breastfeeding - Create sustainable support systems". The common core: creating structures that really support you - instead of marketing messages that make you feel insecure.

Why breastfeeding is important - for you and your baby

As a midwife, I experience every day how much good breastfeeding can do - and this is also proven by major reviews:

• For your baby: Fewer diarrhoeal diseases and respiratory infections, lower risk of middle ear infections and hospital stays in the first year. Premature babies benefit in particular (including fewer NEC). There are also indications of better cognitive development.
• For you: Breastfeeding lowers your Breast and ovarian cancer riskreduces the risk of Type 2 diabetes and can later High blood pressure counteract. This maternal health benefits are often underestimated.
• For the company: Investing in breastfeeding promotion pays off economically - and is a lever for more equal opportunities.

Desire versus reality in Germany: where is the problem?

The good news: Almost all pregnant women want to breastfeed. The large RKI survey (KiGGS) shows: ~90 % had an intention to breastfeed, ~82 % breastfeeding at first. But: Exclusive breastfeeding over the months drops significantly - at 4 months ~40 %, with 6 months ~13-15 %. Most frequently cited reasons for not starting at all or stopping earlier: perceived "too little milk", Pain/apposition problems, Time/organisational pressure.

In short: the will is there - the Support for and the General conditions are too often missing.

Why it's sometimes difficult (and that's normal!)

Breastfeeding is Biologically robustbut Socially and organisationally sensitive. Typical stumbling blocks:

• The start: Delayed skin-to-skin contact, separation after birth, early supplementary feeding without medical indication - all of these can disrupt the development of your milk production. That's why the "Ten steps for successful breastfeeding" at these points (baby-friendly clinics).
• The first few weeks: Cluster feeding, sore nipples, insecurity when latching on and breastfeeding - all solvable if Timely expertise is by your side. That's why it's important that you look for a midwife for postnatal care during your pregnancy who takes your desire to breastfeed seriously and supports you.
• Everyday life & work: Lack of sleep, care load, returning to work - organisational hurdles need to be overcome. planned supportnot advertising promises. Try to organise the time after the birth well for yourself. Don't take on too much and get support from those around you. Mums do enough during pregnancy, childbirth and with the "postnatal incubation" of the baby in the puerperium. You can put off additional stress and additional tasks.

When marketing increases uncertainty

The Infant formula industry is professional at it, your real worries (e.g. "too little milk?") - but often in such a way that in the end Breastfeeding repaired less frequently and abandoned more frequently becomes. A WHO/UNICEF report with over 8.500 Parents and >300 Experts from 8 countries documented Aggressive, emotionalising and personalised strategies - from mum communities and influencers to "advice hotlines". Also Sponsoring and Further training for specialised personnel can Conflicts of interest create.

The Lancet Series 2023 describes how marketing Confidence in your own ability to breastfeed undermines and reinforces medical narratives ("insufficient milk"), instead of Practical solutions to promote.

The WHOCodex-reports show: Many countries (also in Europe) have International Code of Marketing of Breast-milk Substitutes only partly legally implemented; digital advertising often escapes control. Result: The Influence remains large.

The big picture: How things are going worldwide

Global become 48 % of infants <6 months exclusively breastfed - that lies under the goal of 60 % until 2030. This shows that support must Earlier, broader and fairer arrive - in clinics, communities and at the workplace.

What really helps you - my midwife checklist

1) Start strong (birth & clinic)

• Skin-to-skin directly after birth, Early creation, Rooming-in.
• Question in advance: Is the clinic "Baby-friendly" certified? How does it set the Ten steps (e.g. no routine feeds without a medical reason, active breastfeeding counselling)?

2) The first days at home

• Breastfeed frequently and as needed (8-12×/24 h), recognise alarm signal.
• Creation basicsdeep, painless docking point; audible swallowing; soft breast after breastfeeding.
• Realistically estimate the amount of milkwet/full nappies, weight trend - do not judge by "feel" or pumping volume alone. (Pump totals often underestimate what your baby is actually drinking).
• With Pain, sore nipples, congestion/mastitis: early Get help - optimise technique, continue breastfeeding, plan relief. Evidence-based breastfeeding counselling works.

3) If supplementary feeding is medically necessary

• The goal remains: Ensure breastfeeding and Protect lactation (e.g. breast first, then suitable supplementation, stimulate milk production in parallel).
• The decisive factor is Why is fed and like - with a plan to return to full breastfeeding if you wish. (This falls within the scope of the clinical breastfeeding guidelines and the Ten Steps).

4) Work & everyday life

• Plan in good time: Breastfeeding/pumping direction, fixed Breaksmore suitable Storage method for breast milk.
• Easy-care routine: simple pumping and cleaning procedures, emergency backup (e.g. small breast milk reserves).

How to meet you a self-determined decision (marketing resilience)

• Ask about interests: Is the "information material" financed by manufacturers? Are there sponsoring/goodies in courses or practices? (The WHO Code prohibits certain forms of advertising - and calls for independence in the healthcare sector).
• Watch out for typical tactics: Emotionalised promises ("calmer nights"), "pseudo-scientific" claims, influencer tips without disclosure, "hotlines" with product loyalty.
• Get second opinions - Ideal for independent experts with breastfeeding expertise (midwife, IBCLC) and in baby-friendly Settings.
• Expect solutions - not just products: Good counselling addresses the causes of the breastfeeding problem and does not find alternative ways (latch-on position, transfer, stressors) instead of rashly replacing breastfeeding. This is yours Right.

• If you (also) opt for infant formula

Your decision deserves Respect. The important thing is that they informed and free from advertising was hit. Feed' responsive (pay attention to signals, don't "necessarily drink empty"), stick to Hygiene/preparation recommendationsand get medical assistance if you are between Partial and full breastfeeding change. This is also in the spirit of the Code: Protection against inappropriate marketing - not Condemnation of your decision.

And politically?

To make individual decisions easier, we need Clear rules against inappropriate marketing - even digital -reliable Breastfeeding counselling in standard care and the widespread implementation of the Ten steps. The Status reports 2024 remember: At the Codex there is still room for improvement worldwide.

My midwife's message to you

You decide. And you can expect your decision to be based on solid knowledge is based - not on Advertising. Breastfeeding is important, rewarding and learnable. At the same time, it's okay if you choose a different path. I hope that you will carefully select: with early, good support, with Critical view of marketingand with Tailwind from your environment.

The best time to prepare for breastfeeding is during pregnancy. If you have a partner by your side, get them involved. Because it is - especially in the phase of Milk production It is important that you get help putting it on. Your partner can also do this.