Breastfeeding Welcome Here

Information for businesses

In Sutton, many new mums begin breastfeeding, but sadly, some stop before they are ready. Often, this is because they lack the necessary support and feel uneasy or self-conscious about breastfeeding in public. The Sutton Breastfeeding Welcome Here scheme has been created to help local businesses and community places like you make mums feel welcome to breastfeed when they are out and about. By joining forces and sharing the responsibility of building a supportive community, we can help mothers and babies in Sutton breastfeed for as long as they desire.

We sincerely hope you will join this important initiative. By working together to build a supportive community, we can empower mothers and babies in Sutton to breastfeed for as long as they choose.

Why is this scheme so important?

The UK continues to have some of the lowest breastfeeding rates in the world. While breastfeeding in public is protected by law, many mothers still feel uncomfortable doing so when out and about. This unease can lead to women stopping breastfeeding earlier than planned—or choosing not to start at all.

Breastfeeding provides a wide range of benefits: it supports the health and development of babies, enhances maternal well-being, benefits the environment, and reduces pressure on the healthcare system.

But for families to successfully begin and continue breastfeeding, they need encouragement —not just from healthcare professionals and loved ones, but from the wider community too.

By joining our Breastfeeding Welcome Here scheme, your business can play an active role in supporting and empowering breastfeeding parents right here in Sutton.

You'll be helping them feel more confident and at ease—leading to better health outcomes for both mother and baby.

Breastfeeding and the law

Women have the legal right to breastfeed in any public place. Under the Equality Act 2010, it is unlawful for any business or organisation providing a public service to discriminate against a woman because she is breastfeeding.

However, despite this legal protection, many mothers still face awkwardness or discomfort when feeding in public.

This is where your support can make a real difference. The Breastfeeding Welcome Here scheme is about changing perceptions and helping mums feel confident and supported — wherever they choose to feed their babies.

By signing up, you’re making a clear and public commitment to welcome
breastfeeding families and ensure they feel respected in your space.

The benefits for your business

Creating a breastfeeding-friendly space isn’t just the right thing to do—it’s good for business too. Here’s how your participation can make a difference:

  • Showcase your community spirit: It clearly demonstrates your business's commitment to excellent customer service and your genuine support for the local community – values that resonate with many customers.

  • Attract new customers: New mums often actively seek out supportive environments. When they discover a place where they feel comfortable breastfeeding, they share the positive news, leading to increased customer numbers for you.

  • Attract more families: Parents are more likely to choose spaces where they feel comfortable and supported. This can lead to longer visits and greater customer spending.

  • Encourage customer loyalty: When breastfeeding mothers feel respected and welcome, they’re more likely to return—and recommend your business to others.

  • Enhance your customer service: By demonstrating compassion and inclusivity, you elevate the overall customer experience.

  • Boost your reputation: Being part of this positive initiative shows your business cares, attracting local attention and strengthening your community standing. 

More importantly, by taking part, you're directly contributing to the health and well-being of our local families. Breastfeeding offers lifelong health benefits, and your support can help shape a healthier future for Sutton.

What we ask from you

Becoming a breastfeeding-friendly business is simple and incredibly impactful. Here’s how you can help:

  1. Welcome all breastfeeding families and support their right to feed wherever they feel comfortable on your premises.

  2. Never ask a breastfeeding mum to move, stop, or cover up. Her choice of where and how to feed should always be respected.

  3. Support your staff to respond confidently and appropriately if another customer expresses discomfort—gently affirm your business’s inclusive stance.

  4. Display the 'Breastfeeding Welcome Here' logo clearly in your window, signalling your support to the public. 

  5. Make sure all staff are aware of the scheme and understand how to offer practical support. Something as simple as helping carry a tray or offering a glass of water can make a big difference.

  6. Offer privacy if requested - but never suggest a toilet as a feeding space. A screen or a rearranged corner can offer comfort in busier environments like libraries, GP surgeries, and leisure centres. 

How to sign up

Upon sign up you will be provided with a welcome pack which contains the following:

  • A distinctive "Breastfeeding Welcome Here" logo window display sticker.
  • Information posters for your premises.
  • A detailed information pack for your staff.

To become a part of this valuable initiative, simply complete the online form here.