The soccer mom cliché couldn’t feel more dated. These days, American moms are more likely to be breadwinners than pitchside cheerleaders. But a new era for moms doesn’t mean businesses have adapted, so they’re making new realities instead. How are moms taking control – and are brands keeping up?

Flexible and part-time childcare is the new normal for many parents in the US. With costs heavily impacted by the rising cost of living, people are looking to move away from nine-to-five childcare arrangements and are instead relying on the perks of working from home and nearby family.

A health tech start-up is aiming to reinvent at-home social care for Older Adults with its all-in-one integrated platform for carers. At a time when professionals are overstretched and under-resourced, such innovations are ways of reducing the admin burden, enabling a greater focus on care.

Keeping track of kids, errands, and to-do lists is no easy task, so parents are turning to tech for a helping hand. With people increasingly approaching managing their household as they do workplace tasks, how are they leveraging productivity and organizational tools to streamline the everyday?