“…Breastfeeding education, promotion and training resources frequently portray breastfeeding as ‘ natural ’ and indicative of ‘ good mothering ’ (Faircloth, 2017 ; Knaak, 2010 ). Creating such a moral imperative to breastfeed infers formula supplementation to be an inadequate alternative (Wiant Cummins, 2020 ), and increases risk of internalised moral sanctioning (Murphy, 1999 ; Smyth, 2020 ). For women who do not or cannot breastfeed, this leads to ideal‐actual discrepancy, which positively predicts post‐natal guilt, shame, depression and anxiety (Fallon, Groves, et al, 2016 ; Lee, 2021 ; Sonnenburg & Miller, 2021 ; Taylor & Wallace, 2012 ).…”