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.

Tracking apps, wearables, and telemedicine services hold the potential to transform healthcare for women. But just how much autonomy do these digital tools provide over one’s wellbeing? And as traditional healthcare models diversify, how can they best harness tech to serve female patients?

Forth, a hormone mapping start-up based in Chepstow, is looking to turn its customers into ‘citizen scientists’, providing women with the information they need to fully understand their own bodies. In doing so, it has become one of the fastest-growing businesses in Wales.

On the 49th anniversary of Roe v Wade and as a Texas ruling reignites the debate surrounding abortion rights, OkCupid's unapologetically pro-choice stance is an example of how, in an age where silence speaks for itself, brands are getting political and sticking their head above the parapet.

Amazon has offered to reimburse employees traveling for abortions. As the gap between state laws and personal beliefs widens, companies are helping employees access care amid advancing anti-abortion laws around the US – prioritizing employee health despite political and fiscal costs.