Many women do want to breastfeed but without the necessary support do not achieve this goal. Breastfeeding mothers who were themselves entirely formula fed are more likely to stop breastfeeding in the first two weeks (27%) than mothers who were only breastfed themselves (9%). Breastfeeding mothers whose peers only use formula are more likely to stop breastfeeding within two weeks (26%) than mothers whose peers breastfed only (6%) (HSCIQ2012).On the whole, in industrial societies, women do not get the opportunity to observe other breastfeeding women before they attempt breastfeeding themselves. Where breastfeeding is not normative behaviour women may find it socially challenging to breastfeed, and are at risk of finding a serious lack of support to continue breastfeeding (Enkin et al, 2000).
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