Instagram praise of exclusive breastfeeding linked to maternal guilt, study finds

A new study conducted by Pompeu Fabra University (UPF) examines how Instagram content links the ideal of “good motherhood” to exclusive breastfeeding, creating a sense of guilt among women who are unable or unwilling to breastfeed. The researchers found that the platform’s discourse frequently frames breastfeeding as the primary measure of maternal competence, pressuring mothers who must balance infant care with work, education, or other daily responsibilities.

The analysis also highlights the rise of “instamoms,” influencers with large followings who amplify these expectations and shape public perceptions of motherhood. By disseminating highly visible narratives that equate successful parenting with exclusive breastfeeding, these accounts contribute to a broader cultural narrative that stigmatizes alternative feeding choices. The study underscores the need for more nuanced online representations of motherhood that acknowledge diverse caregiving practices.