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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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?

With people prioritising fitness for its wellbeing benefits, women are expecting more from the places they go to work up a sweat. As women increasingly sign up to women-only gyms, brands would do well to think about safe spaces and building community when addressing women’s needs.

FemTech is a booming market both in the UK and worldwide. Inherently feminist in its values, its success has shown a real willingness to open up the discussion about female health and wellness. As it continues to grow, how is technology helping women solve issues that have long felt ignored?

Women are significantly less likely to ride a bike than men, citing personal safety and driver behaviour as two of their biggest concerns. Liv Cycling works to demystify the sport, educate beginners, and create a supportive community to encourage everyone to give cycling a try.

Interest in women’s sport is on the rise. And despite men having previously gotten more attention, adidas is boosting its commitment to women and girls in sport. With a focus on people, products, and programmes, the brand is showing that grassroots investment is needed to rebalance the scales.