Digital Insights into Workplace Breastfeeding in Indonesia: A Google Trends Analysis of Barriers and Opportunities

TL;DR

This study uses Google Trends data to explore barriers and opportunities for workplace breastfeeding in Indonesia, highlighting the need for better lactation facilities and policy support.

Contribution

The study introduces a novel use of Google Trends data to analyze workplace breastfeeding challenges and opportunities in Indonesia.

Findings

Search interest in 'exclusive breastfeeding' was consistently high, while 'lactation room' showed event-driven peaks.

Geographically, basic infrastructure needs were widespread, but practical solutions and event momentum were concentrated in urban areas.

There is a nationwide knowledge gap regarding breastfeeding rights and a shift in user focus toward rights, policy, and community support.

Abstract

Background/Objectives: Exclusive breastfeeding rates in Indonesia remain low, particularly among working mothers, despite government policies and the substantial contribution of women to the national economy. Inadequate workplace support, with only 21.5% of working mothers having access to proper lactation facilities, is a key barrier. This study aimed to analyze Google Trends search data to understand the barriers and opportunities regarding workplace breastfeeding support in Indonesia, providing a data-driven foundation for advocacy campaigns and policy development. Methods: We conducted a retrospective analysis of Google Trends data from July 2020 to July 2025. Temporal and geographic search patterns for selected keywords, along with related queries and topics, were analyzed using a normalized relative search volume index (0–100). Results: “Lactation room” was the dominant, foundational search term with sporadic, event-driven peaks. Search interest in “exclusive breastfeeding” was consistently high (“evergreen”), while “World Breastfeeding Week” showed predictable seasonal peaks. Geographically, the need for basic infrastructure was nationally distributed, but searches for practical solutions, deeper topics, and event momentum were concentrated in urban economic centers. A nationwide knowledge gap on rights was identified. Analysis of “Rising Queries” and “Topics” revealed a shift in user focus from general information toward specific needs regarding rights, policy, and community support. Conclusions: The geographic and temporal alignment of user-identified needs with campaign momentum validates a targeted, multi-layered advocacy strategy. A three-pillar approach combining data-driven communication, workplace policy change, and multi-sectoral collaboration is recommended to improve breastfeeding support for working mothers in Indonesia.

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