While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

Women leading active lifestyles often suffer breast pain as a result of inadequate chest support, but this is still considered a taboo area. That's why a Berlei sports bra ad is making breasts visible to illustrate how crucial chest support is to a woman's health, and how they will champion their wellbeing.

Health brand Durex is reaching out directly to women in its latest spot for its lube, to tell them they don't have to feel uncomfortable during sex. While feminine sexual health products have been considered a slippery subject for advertisers, Durex is embracing natural bodily functions.

Behavioural sciences have been applied to advertising for nearly 50 years, but industry-wide adoption is slow. Canvas8 spoke with Richard Shotton, author ofThe Choice Factory, about how behavioural sciences can help advertisers to innovate their practices to meet the challenges of tomorrow.