In November 2013, China loosened the population control policy that had prohibited so many couples from having more than one child for more than three decades. But the baby boom that Chinese authorities and population planners were hoping for hasn’t come to pass yet.

For the last decade, Chinese magazines, sites and government bodies have been labelling unmarried women over 27 assheng nu–‘leftover women’ – in a bid to counter a social trend seen as destabilising society. But who are these leftover women? And why should brands be paying attention to them?

Managing fertility can be tricky; a 2014 study even found that half of women didn’t know that vitamins can help prevent birth defects. Clue aims to change this with a sleek app that tracks all aspects of a user’s reproductive health alongside their mental wellbeing, sleep and energy.

Following decades of the one-child policy, Beijing finally scrapped the restriction in 2015. Yet it seems not many working women in China actually want children. Stressful work days, career ambitions and the high cost of living are all encouraging them to go child-free.