Background: Prolactin, but not its best studied mediator STAT5a, is associated with breast cancer progression. Results: In stiff but not compliant collagen matrices, prolactin promotes tumorigenic processes via an enhanced ERK1/2 cascade. Conclusion: Extracellular matrix stiffness powerfully modulates the spectrum of prolactin signals and actions. Significance: Prolactin and stiff matrices interact in a feed-forward loop in breast cancer, suggesting new therapeutic approaches.