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.

Multiple drivers are impacting how women approach reproduction, but femtech and new ways of conceiving raise implications around both the commodification of women’s bodies and access to fertility across inequality lines. How can brands support the ever-increasing shifts in the fertility landscape?

In 2020, experts predicted a post-pandemic baby boom as couples spent prolonged periods of time at home. But research suggests the opposite: the birth rate has significantly declined, with financial worries driving people to put off plans to start a family.

Census data reveals fewer Americans are starting new households of their own than ever before, and the typical household composition is growing for the first time in 160 years. Multigenerational households, delaying parenthood, and more people staying single are all driving forces.

Despite fertility rates dropping and men becoming fathers later in life, the issue of male infertility remains shrouded in shame. With space opening up to redress the gender imbalance of family planning, how is Legacy making sperm freezing more practical and appealing for Gen Yers?