The choice of flange size, and more recently, its shape, has long been presented as a central determinant of pumping comfort and efficiency. Yet, the evidence base underpinning current clinical recommendations remains surprisingly limited.

In recent years, breastfeeding support has become increasingly widespread. On social media, we see a proliferation of "pumping coaches", "perinatal support workers", "pumping experts", "breastfeeding facilitators", and even "lactation consultants" without IBCLC certification.

Many mothers tell us they turn to Instagram or TikTok to find information. They are searching for answers, reassurance, community. And social media, because it delivers all of this, can be wonderful for breaking isolation.