Inclusivity and language

The UK Committee for UNICEF (UNICEF UK) Baby Friendly Initiative fully supports inclusivity in accordance with Article 2 (non-discrimination) of the UN Convention of the Rights of the Child and the Equality Act 2010. We therefore recognise the right of all persons to receive a high standard of personalised care irrespective of, for example, age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race and ethnicity, religion and/or belief, sex, or sexual orientation.

Language is one of many ways to include and respect people. Through careful attention to the use of language, we can positively contribute to inclusive thought and behaviour and work to support all people to feel represented and to receive care which is culturally sensitive and upholds their dignity and human rights.

The language used by the UNICEF UK Baby Friendly Initiative is underpinned by four key principles:

• To reflect an inclusive, person-centred and culturally sensitive approach
• To uphold the child rights focused approach of UNICEF UK
• To accurately represent the evolving evidence base surrounding infant feeding
• To evolve in line with new research and meaningful participation and feedback from those with lived experience.

We therefore use a variety of language to uphold these key principles. For example, we use the terms parent and primary caregiver to include anyone who has the main responsibility of caring for a baby. We also use additive language to ensure we capture a full picture of people’s identity and lived experiences, for example pregnant women and people, mothers and birthing people and breastfeeding and chest feeding. Our work references and quotes research or guidance directly and often it uses the terms woman, mother and breastfeeding as per relevant guidelines such as the current NICE Postnatal Care guideline. This wording would therefore be retained where relevant.

We recognise the diversity of experience of pregnancy, birth, breastfeeding and parenting for people and communities, and we are aware that the research around infant feeding and relationship building, and language itself, are constantly evolving. We also recognise that inclusive language is one of the ways to ensure that people feel included and respected when receiving infant feeding support.

We therefore always advocate for a compassionate, person-centred approach when caring for individuals and families, which is crucial in supporting efforts to ensure language is adjusted to meet personal needs and preferences, avoids making assumptions, and recognises a diversity of lived experiences. We recognise current limitations of research, and we will keep our language under review.

Please note Trusts should look to local demographics and service user feedback to inform their policies in order to meet local need in relation to language, interpretation and translation.