Mariella’s experience is wide: she has written, researched, edited and produced content that covers everything from fashion to feminism, travel to tech, and women to weed. Having worked in the fashion space for over ten years, she now focuses her energy on positive change, whether consulting and strategising for her femtech-inclined clients or reporting on women’s health. She has been published in the likes of Bustle, DAZED MEDIA, The Spaces, and 

, while also creating content for Appear Here, On, MATCHES, and Ounass. You can also find culture/consumer insight articles with her byline on LS:N Global, Canvas8 and BEAUTYMATTER —for the US, UK, and Middle Eastern markets. 

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and people. Many no longer see emotional intelligence as a pleasant add-on – it has become a default expectation.

If Pantone's colour of the year for 2024 is anything to go by – Peach Fuzz, a hue that 'echoes our innate yearning for closeness and connection' – it's that community and understanding are increasingly valued as a bedrock of resilience in building a more empathetic and interconnected society. As the loneliness pandemic spreads across the globe, people are prioritising companionship. What's more, they aren't afraid to turn to technology to fill the void, engaging with AI chatbots for emotional gratification as much as practical services. AI promises the rise of artificial empathy and an overhaul of care structures, including elderly care and parenting – and people are ready to embrace it to mitigate the ongoing crisis.

As social media has simultaneously boosted emotional honesty and knocked self-esteem, mental health issues are on the rise and support systems need reinforcement. More than 70% of Americans feel failed by the healthcare system, and in the UK, the NHS waitlist rose to a record 7.75 million in late 2023. With countries like the UK and France raising retirement ages, the demand for long-term care has increased, prompting people to seek alternative solutions – from telemedicine to community-based care programs – to address the pressing care crisis. The very notion of care is in flux. In this context, people are turning to brands and public figures for a helping hand, from BetterHelp and Gymshark offering free care to those that need it to Megan thee Stallion and Olivia Rodrigo using their platforms to democratise access to care for marginalised communities.

Everyday Empathy

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

Natalie Birnbaum is a healthcare regulatory attorney and legal and policy consultant specializing in telehealth for medication abortion advocacy and implementation. She advises abortion providers and telehealth companies at the nationally recognized firm Nelson Hardiman LLP. She is co-chair of the New York City Bar Association’s Sex & Law Committee and founder of the consulting firm, Repro Solutions PLLC. Currently, she is supporting RHITES as policy counsel where she initiates and supports policy research, strategy, and advocacy to advance telehealth equity for medication abortion. In 2023, Natalie successfully drafted language and advocated for California’s recently enacted telehealth shield law, SB 345, as Legal Policy Consultant at Aria Medical.

Kiki Freedman is the CEO and co-founder of Hey Jane, a trusted virtual clinic offering telemedicine abortion care. Previously, she was an associate consultant at Bain & Co. and an early employee at Uber, where she led market launches in Kenya, Sweden, and South Africa. She has an MBA from Harvard Business School and a BSBA from Washington University with double majors in Economics and Global Health.

United States

Health and Fitness

Physical health

Health providers

Soc ArXiv

Guttmacher Institute

LinkedIn

Interview with Natalie Birnbaum conducted by author

Interview with Kiki Freedman conducted by author

Pew Research Center

AP News

ABC News

Medical Express

Rolling Stone

Hypebae

Ad Age

Healthcare for women in America is in crisis. But it’s not just abortion care: the women’s health landscape in general is in need of attention. Taking a strong stance on politics, Hey Jane believes there’s power in de-stigmatization and accurate information – and is using billboards to say so.