Parents Are Looking for Breastfeeding Advice. The Research Shows Who They Trust Most.

By: Peaceful Roots Lactation

When a parent worries they aren’t making enough milk, they rarely keep that worry to themselves.

They search Google at 2 a.m.
They ask friends.
They scroll social media.
They join Facebook groups.
They ask their pediatrician or OB.
They wonder if they should buy another supplement, power pump again, or simply give up.

The internet has made breastfeeding information more accessible than ever but it has also made it harder to know what information is actually trustworthy.

A recent study published in Breastfeeding Medicine explored exactly where breastfeeding mothers look for information about increasing milk supply and which sources actually influence their decisions.

The results are encouraging, but they also highlight an important gap in our healthcare system.

Where Parents Go for Milk Supply Advice

Researchers surveyed more than 1,300 breastfeeding mothers across the United States about where they sought information when trying to increase milk supply.

The most commonly used sources were:

• Lactation consultants – 68%

• Facebook – 61%

• Search engines – 50%

• Websites – 47%

• Nurses – 41%

• Friends – 41%

• Hospitals – 36%

• Pediatricians – 33%

• Family members – 31%

• Instagram – 26%

What really stands out is that families don’t rely on just one source.

Instead, they gather information from multiple places while trying to make the best decision for themselves and their baby.

Unfortunately, those sources don’t always agree.

The Most Trusted Source Wasn’t Social Media

While social media was one of the most frequently used resources, it wasn’t the source parents trusted the most.

When mothers were asked which source most influenced their decisions about increasing milk supply, lactation consultants ranked first by a wide margin.

Approximately 77% of mothers who worked with a lactation consultant described that guidance as “very influential.”

No other source came close.

That tells us something important.

Parents aren’t necessarily looking for someone to tell them what they want to hear.

They’re looking for someone they can trust.

Why Does This Matter?

The internet is full of breastfeeding advice.

Some of it is excellent.

Some of it is outdated.

Some of it is completely unsupported by research.

And when you’re exhausted, hormonal, and worried about feeding your baby, it can be incredibly difficult to sort through conflicting recommendations.

That’s where an International Board Certified Lactation Consultant (IBCLC) makes a difference.

An IBCLC doesn’t just answer questions.

We evaluate the whole picture:

• How milk production works

• Infant feeding behaviors

• Latch and positioning

• Oral function

• Pumping plans

• Maternal health

• Baby’s weight gain

• Family goals

Instead of offering one-size-fits-all advice, we create an individualized plan based on evidence and your unique situation.

Access Still Isn’t Equal

Here’s the part of the conversation we don’t talk about enough.

If lactation consultants are the professionals parents trust most, why is accessing one still so difficult?

Many families face barriers such as:

• Limited insurance coverage

• Long wait times

• Lack of providers in rural communities

• Difficulty finding appointments during the early postpartum period

• High out-of-pocket costs

Research continues to show that professional lactation support improves breastfeeding outcomes.

Families already want this support.

Many simply can’t access it when they need it most.

We Can Do Better

This research tells us something important.

Families are already seeking out lactation consultants because they value evidence based, individualized support. Yet for many parents, the biggest barrier isn’t whether they want help it’s whether they can afford it or find it in time.

No parent should have to choose between paying out of pocket for feeding support or struggling alone.

As an IBCLC, I’ve seen firsthand how timely lactation care can change a family’s breastfeeding journey. Sometimes one visit is enough to ease pain, improve milk transfer, or restore a parent’s confidence. Other times, ongoing support helps families meet their own feeding goals while avoiding unnecessary stress, supplementation, or early weaning.

When professional support is accessible, everyone benefits:

• Parents receive personalized, evidence based care.

• Babies receive appropriate feeding support during a critical period of development.

• Healthcare providers have a trusted partner to help manage breastfeeding concerns.

• Families feel more confident and less alone.

The research is clear: families are looking for qualified lactation support. Now it’s time for our healthcare system to ensure they can actually access it.

Help Make Lactation Care More Accessible

If you believe every family deserves access to evidence based lactation support, I invite you to join me in advocating for better access.

I’ve started a petition calling for broader insurance coverage of lactation services so that cost is no longer a barrier to receiving care when families need it most.

👉 Sign the petition here:https://c.org/9cZyxdcwfc

Every signature helps demonstrate that families value professional lactation support and want it to be available to everyone not just those who can afford to pay out of pocket.

Together, we can help build a healthcare system where breastfeeding support is recognized as an essential part of maternal and infant care.

Supporting Families Isn’t About Pressure

One thing I appreciate about this study is that it isn’t about convincing every family to breastfeed.

It’s about recognizing that when families choose to breastfeed, they deserve accurate information and qualified support.

Parents shouldn’t have to rely on random internet comments or spend hours trying to figure out whose advice is correct.

They deserve access to someone who can help them understand what’s happening, explain their options, and support them without judgment.

What This Means for Families

If you’re worried about milk supply, remember this:

You don’t have to figure it out alone.

The evidence suggests that parents who work with lactation consultants find that support to be one of the most valuable resources available.

Whether you’re expecting your first baby, navigating the newborn days, returning to work, or facing a new feeding challenge months later, getting individualized support can make all the difference.

Because feeding your baby shouldn’t feel like guessing.

It should feel like being supported.

Looking for evidence based breastfeeding support?

At Peaceful Roots Lactation, my goal is to help families feel confident not overwhelmed. Whether you’re preparing for baby’s arrival or navigating feeding challenges, you don’t have to rely on conflicting advice from the internet. Together, we’ll create a plan that’s tailored to you, your baby, and your goals.

Schedule a consultation today or explore prenatal breastfeeding education to build confidence before your little one arrives.

Reference

Ryan RA, Bihuniak JD, Lyndon A, Hepworth AD. Information Seeking Behavior and Strategies to Increase Milk Supply Among Breastfeeding Mothers in the United States. Breastfeeding Medicine. 2024;19(5):376-385.