​In this Frontiers in Pediatrics article, Spatz et al. discuss the ways in which care of the childbearing family has been deprioritized as a result of the stress the pandemic has placed on healthcare systems and hospital staffing. They expressed concern that these massive changes in the care of breastfeeding families will be permanently adopted and urge healthcare professionals to change the current prenatal and post-birth practice paradigms, to protect lactation physiology and to ensure that all families receive equal access to evidence-based lactation education, care and technical assistance.