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.

Fem-tech brand Elvie put breast pumps centre stage at the Notting Hill Carnival in a campaign starring singer-actress Alexandra Burke. Aiming to normalise breastfeeding and pumping in public, the campaign shows it’s okay to embrace motherhood while still doing the things you love.

Chinese TV seriesRock It, Momis pushing the boundaries of female characterisation on screen – specifically for mothers. The popularity of the show lies in its reflection of real-to-life experiences, helping to shatter idealised stereotypes of womanhood and motherhood.

Maternity clothing brand Beyond Nine has won fans from pregnant and non-pregnant women alike for its comfortable jumpsuits that fit throughout various body phases – whether that’s pregnancy or after-lunch bloating. Made by a mum, it’s striking the right chord with British women.

With candid discussions on post-natal blues to nursing nightmares, Maltesers’ one-off comedy ‘Late Night Feed’ comes as part of the brand’s wider push to shine a light on the messy reality of motherhood through relatable conversation rather than reductionist online activism.