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.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Women and people of color are calling out ‘medical gaslighting’, shedding light on biases entrenched within medicine. As more people speak out against injustices on both a personal and societal level, they're expecting institutions and companies to deliver on accountability.

People who menstruate have been suffering in silence for centuries. The patriarchy and stigmas surrounding dysmenorrhea have created a gender pain gap. While the sexual wellness revolution may be championing female pleasure, there’s still a lot to do in the realm of pain. Can femtech bridge the gap?

The majority of Europeans say that they're going online for health information. With telehealth no longer a pandemic necessity, it has become an attractive long-term healthcare solution for many, and they want to see brand-supported services or disruptive care offerings.

Forth, a hormone mapping start-up based in Chepstow, is looking to turn its customers into ‘citizen scientists’, providing women with the information they need to fully understand their own bodies. In doing so, it has become one of the fastest-growing businesses in Wales.