As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

FemTech is a booming market both in the UK and worldwide. Inherently feminist in its values, its success has shown a real willingness to open up the discussion about female health and wellness. As it continues to grow, how is technology helping women solve issues that have long felt ignored?

Moody Month is an app and online community that helps women track and understand their hormones and moods. Going beyond ‘femtech’ and conversations around period-tracking and fertility, it offers a more holistic approach, taking into consideration factors like the weather and the moon.

ModiBodi’s progressive campaign 'The New Way to Period' continues the brand’s crusade to normalise and change the conversation around periods. Stigma around periods remains, and brands that cater to female health can help break down barriers by showing women’s real experiences on-screen.

Fed up with the euphemisms and shame surrounding periods, people are calling for brands to tackle the taboo with frankness. Hey Girls’ ‘UNsanitary’ campaign shines a light on the reality for many women who suffer from period poverty, underscoring the importance of access to these products.