Having navigated through a pandemic, what do parents need now? In this Spotlight on Parenting, we explore what mothers and fathers are prioritising as they try to carve out a ‘new normal’ and consider how brands can make sure they are helping and not adding to the pressure.

The birthrate in Japan has hit a record low, sparking concerns about the ageing and shrinking population. One of the reasons people are avoiding having children is because of a lack of structural support for parents, creating space for brands and companies to provide that care.

In an effort to reverse declining birth rates, and support its aging population, China is allowing married couples to have three children. Many observers point to deep societal issues being the root cause of the low birth rate and do not think the policy will have a significant impact.

Financial difficulties have led many Gen Yers to forgo home-ownership, marriage, and kids for the time being – but that doesn’t mean they’re without a rich family life. Instead of following traditional life paths, they’re embracing plants, pets, and friends to feel a sense of domestic fulfillment.