Digital bank Monzo has introduced paid leave for employees who have been affected by pregnancy loss. The policy allows employees to take time off after they or their partner have a miscarriage, still birth, or abortion, reflecting the emotional toll of these often undiscussed experiences.

IVF is an extremely costly and emotionally taxing procedure. But as people put off having children until their late 30s and 40s, more are coming to rely on IVF to conceive. A wave of start-ups is harnessing automation to improve the efficacy of test-tube conception and drive down the cost.

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.

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?