As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Despite steps being taken to destigmatize periods, people still often experience embarrassment when they menstruate. Midol has launched a campaign to shed a light on the toxic culture of period apologies. Its goal is to boost self-confidence and further the period positivity movement.

Rather than dreading the monthly bleed, a growing number of women are learning to work with their menstrual cycles, transforming their lives in the process. How could increased knowledge about the infradian rhythm and better health tech give women greater power over their bodies?

Moody Month is an app and online community that helps women track and understand their hormones and moods. Going beyond ‘femtech’ and conversations around period-tracking and fertility, it offers a more holistic approach, taking into consideration factors like the weather and the moon.

As people demand more recognition of menstrual health, a growing number of companies are taking steps to normalise periods at work, such as by introducing menstrual leave policies. To complement this, Flo has collaborated with Slack to create period-themed statuses and emojis.