In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Due to the new reality of WFH during a pandemic and a growing desire for deeper connections with their kids, Gen Xers are redefining the concept of fatherhood. But while they’re pushing for change, representations remain outdated. So, how do Gen X men relate to traditional family structures?

The COVID-19 pandemic has seen women dropping out (or being forced out) of the workforce in record numbers. What are the reasons behind this shift and how might they affect gender equality in the long run? Additionally, how can brands support mothers as they strive to find success and balance?

With schools closed and people having to work from home, many parents have had to blur their personal and professional lives to keep their kids and bosses happy. To ease this, Microsoft has granted all full-time employees three months of paid parental leave to take as they see fit.

Japanese men have the highest amount of paid parental leave at their disposal, yet only a small proportion take it each year due to an intense working culture and entrenched gender norms. So, what are brands and the government doing to encourage fathers to get more involved in their kids’ lives?