We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Across the globe, the maternity apparel market is experiencing a boom – demand has grown significantly from 2016 to 2020. With this interest expected to continue, there’s an opportunity for brands to diversify their portfolios to incorporate a stylish and affordable maternity range.

Maternity clothing brand Beyond Nine has won fans from pregnant and non-pregnant women alike for its comfortable jumpsuits that fit throughout various body phases – whether that’s pregnancy or after-lunch bloating. Made by a mum, it’s striking the right chord with British women.

The miracle of motherhood is a common trope in advertising, but a Maltesers ad is taking a more realistic approach. But highlighting relatable but rarely talked-about aspects of being a mum, such as dealing with painful breastfeeding, the spot is aiming for authenticity.

The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?