Over the last decade, assets-based approaches to public health have emerged, which aim to address some of the social and cultural barriers to positive health. breastfeeding groups, support from like-minded peers) to provide emotional and practical support are reported. The need for family-centred approaches and supportive personal and community networks (i.e. However, from a counter perspective, unsupportive behaviours and negative attitudes from families and personal networks can undermine women’s self-efficacy and can lead to non-breastfeeding or early breastfeeding cessation. For instance, a longitudinal study of 203 mothers found that mothers who continued breastfeeding rated their partner and mother as having more pro-breastfeeding views. Family support can help to increase breastfeeding confidence and practical breastfeeding skills. Social and cultural factors are a powerful influence on women’s infant feeding decisions, with evidence that social and family support is more important than support provided by healthcare providers. Mothers commonly make errors in reconstitution of formula milks, with a tendency to over-concentrate feeds and while most understand the guidelines for making up formula feeds, this knowledge has not always translated into compliance. Most UK mothers introduce formula milk at some stage in their feeding journey, and within an overall framework of a public health policy to promote breastfeeding there is also a public health focus on safe and responsive formula feeding. Breastfeeding rates are also socially patterned, being substantially lower within socially deprived communities. While there is a wealth of evidence that breast/breast-milk feeding optimizes infant and maternal health, the UK has one of the lowest breastfeeding rates globally. Infant feeding is a key public health issue. The Creative Commons Public Domain Dedication waiver ( ) applies to the data made available in this article, unless otherwise stated in a credit line to the data. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made.
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