The soccer mom cliché couldn’t feel more dated. These days, American moms are more likely to be breadwinners than pitchside cheerleaders. But a new era for moms doesn’t mean businesses have adapted, so they’re making new realities instead. How are moms taking control – and are brands keeping up?

With mothers already taking on a disproportionate amount of housework and childcare, COVID-19 only worsened this inequality. In order to carve out dedicated space for their day jobs, working mothers are renting hotel rooms, apartments, and storage spaces to use as personal offices.

While the impact of COVID-19 has been felt throughout the UK’s healthcare system, economy, and job market, studies have found that women have been hit significantly harder than men. How has the pandemic affected mothers, and how can brands help them regain a sense of balance?

Working from home has been far from easy for parents. As many turned to technology to keep their children occupied, concerns about the amount of time they spent on screens arose. One unexpected outcome: the sales of Barbies have surged as parents encourage physical play.