Let’s Celebrate World Breast Pumping Day (Win!)

January 26, 2023

It goes without saying that having a baby is a juggling act! This World Breast Pumping Day (January 27), there’s no better time to discover Willow Go, the breast pump by leading FemTech brand, Willow Innovations that’s giving busy moms the freedom to live life with both hands. We chatted with Ashley Morris, Willow’s Mom Experience Lead, and Sarah O’Leary, Chief Commercial Officer, to learn more. —Noa Nichol

When it comes to breast pumping, what are some of the biggest myths out there these days? Why can it be such a controversial topic of discussion?

SO: There is so much judgment surrounding mom’s feeding choices. More than 90 per cent of Canadian women begin breastfeeding, but the rates significantly drop by six months. That is true even with better social support for paid family leave than in the U.S. We know this isn’t because moms want to stop; however, their obligations to work, their families, and themselves are not always compatible with breastfeeding. Simply saying “breast is best” doesn’t help a mom struggling with the pressure of being the sole lactating parent. Breastfeeding parents need more options and less judgment to access the tools, like the Willow Go pump, and the information they need to be successful.

January 27 is World Breast Pumping Day (Jan. 27); what message needs to be sent out about breast pumping at this point?

SO: Pumping is breastfeeding—and motherhood shouldn’t be about martyrdom. There are more options than ever before to support parents on their breastfeeding journey without sacrificing themselves or their mental health. You no longer need to be tethered to a wall with a traditional pump every three hours, isolated from the world. Specifically, with Willow Go, you can have access to an ultra-powerful pump that allows you to nourish your baby and go about your day without hiding in bathroom stalls to pump.

AM: Pumping is also an equalizer for lactating parents. Breast pumps are not required, but they are necessary tools. Many partners are anxious to help share the tasks of infant care; however, the unintentional assignment of the default parent begins as early as infancy. Feeding is one of the first of many responsibilities that may be the sole responsibility of one parent. Eating has always been a social activity for much of the world, and feeding infants shouldn’t be any different. Pumping helps with this.

How does breast pumping benefit both mom and baby?

AM: Breast pumping benefits the entire family! It gives others an opportunity to help share the experience and bond with the baby. Pumping helps provide lactating parents with a change of pace from the fairly unforgiving and frequent task of breastfeeding. Willow Go allows even more freedom and the ability to move. Now we can move away from walls, cords, and tubes that have kept us restricted. Moms don’t have time to be pumping with outdated technology.

What are some challenges associated with breast pumping? Where does a device like the Willow Go come in?

SO: Pumping with traditional pumps is inconvenient and, as a mom who experienced them, a bit humiliating! Traditional double-electric pump technology hasn’t been updated in decades. The pumps are clunky and loud and require moms to be plugged into a wall, hooked up to tubes, cords, and dangling bottles. Willow reinvented the concept of the pump to allow moms to move freely and pump with dignity. Willow Go is a sleek design that fits entirely in your bra and is completely free of cords, tubes, or external motors. It is a powerful, double-electric breast pump that is quiet, discreet, and comfortable so parents can pump while they live their lives, rather than interrupting their life to pump. In addition, what is often neglected in the breastfeeding conversation is mom’s mental health, which we at Willow believe is very important.

AM: The emotional and physical toll traditional pumping can take on a lactating parent adds up and is not negligible. It is typical to pump or breastfeed at least every two hours during the day and every three to four hours overnight for the first six months of an infant’s life. Willow Go is the tool parents need to help them on their feeding journey. Willow Go gives you options and allows you to live your life while providing the best for your baby.

What (else) makes this a must-have tool for expectant Canadian moms? How much is it, and where can we get it?

SO: At Willow, we believe moms deserve a better world, and we are committed to building solutions for their most meaningful challenges. I’ve talked to many moms who describe their Willow pump as life-changing! I am proud that we can offer moms freedom and empowerment to help them meet their breastfeeding goals. Every mom deserves a hands-free pump and we are excited to bring this best-in-class technology to Canadian moms. Willow Go is available on and retails for CAD $499.

Win! A $499 Willow Pump Wearable Breast Pump!

Congrats Urszula L. of Toronto, ON, who will receive a $499 Willow Pump Wearable Breast PumpPlease note: if you are the winner, you will receive a DM (direct message) in Instagram directly from Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.


  1. Megan Kisil

    January 27th, 2023 at 10:10 am

    Hands free pumping has to be a favourite for recent tech innovations!

  2. Sara Patel

    January 27th, 2023 at 2:41 pm

    Really enjoy the hands free pump technologies, but for me being a pregnant type 1 diabetic I’m really loving the new innovations for diabetes!

  3. Maya Kroll

    January 27th, 2023 at 8:07 pm

    Weight tracking change pad, the snoo, sound machine that connects to an app on our phones – all have been a huge help this year. My baby was also boring with hearing loss so hearing aids are by far the most important technology to us! Lots of tech advancements happening in the baby space. ❤️
    – @mwkroll

  4. Sheldon Hummel

    January 28th, 2023 at 5:53 am

    Is it silly to say I love the new tech when it comes to tools. @arthurhummel33

  5. Amber Young

    January 28th, 2023 at 12:56 pm

    My favorite Tech innovation is wireless earbuds. I am not sure how recent that innovation is but it is new to me and totally perfect for Mom life. So a wireless pump makes so much sense!

    My Instagram handle is @aly3360

  6. Amanda Masters

    January 29th, 2023 at 7:21 am

    I love my smart hub house, especially my fridge. It tells me what’s missing expiry dates, offers recipes and tells me my total spend for the month all while I blast Taylor swift while making dinner. Love it!

  7. Ula Lange

    January 29th, 2023 at 5:04 pm

    My Google Home – anything From playing music on demand to converting measurements for me when baking.

  8. Laura

    January 30th, 2023 at 10:29 am

    Smart Thermostats are a game changer. Love being able to control the temp from afar or set schedules

  9. Katelyn Perry

    January 30th, 2023 at 1:37 pm

    The hatch sound machine, the snoo, hello baby monitor will room temperature monitoring.

  10. Meaghan

    January 30th, 2023 at 1:54 pm

    Hands free pumping has been one of my favourite recent innovations!


  11. Melanie Camirand

    January 30th, 2023 at 5:05 pm

    PEMF mat that can connect with my Avazzia.

  12. Jane

    January 30th, 2023 at 6:56 pm

    Hands free and tubes free pumping!

  13. Katherine Pingol

    January 31st, 2023 at 5:39 pm

    Favourite recent tech innovations are the Willow Go or Willow 3.0 Breast Pumps 🤍 @katherinepingol

  14. Carina Styner

    January 31st, 2023 at 8:26 pm

    Such a great idea. Technology sure has changed since I was a young mother. My daughter in law would love these.

  15. Tatiana

    February 2nd, 2023 at 12:58 pm

    The nanit baby monitor. I love it!! I’m so excited about the latest hands free pumps too 😮 @life.outnumbered

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