Lactivism

Lactivism (a portmanteau of "lactation" and "activism") is the doctrine or practice of vigorous action or involvement as a means of achieving a breastfeeding culture, sometimes by demonstrations, protests, etc. of breastfeeding.^[1] Supporters, referred to as "lactivists", seek to protest the violation of International Code of Marketing of Breast-milk Substitutes by formula companies and industry. Lactivism is a subject that has conjured both negative and positive connotation across the Western world since the term rose in popularity around 2015. The controversial conversation of Lactivism has been noted to be influenced by personal identity, contradictive research, large corporations and political agendas. Breastfeeding being a personal decision, challenges arise with the abundance of voices weighing in in support and discouragement of lactivism. The preached beliefs about whether a mother should breastfeed span from condemning mothers who do not, implying or outright saying they are physically harming their babies, to the opposite end of the spectrum claiming breastmilk and breast feeding have no benefits whatsoever. Amidst the conversation of lactivism there’s a failure to address or reference anyone, cultures, or countries outside of the Western world. By omitting other approach’s, societal norms and reactions to lactivism it creates a narrow focus and excludes many breastfeeding and non-breastfeeding mothers.