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.

Women in India continue to face systemic barriers when returning to work after maternity leave. But a campaign is hoping to switch the narrative on re-joining the workforce by focusing on how women can honestly express their experiences, encouraging organisations to rethink motherhood.

Paid parental leave in the US, especially for fathers, is far from the norm, and even when it’s offered employees can feel unable to take it. Twitter chief executive Parag Agrawal has been praised for helping to break the stigma and normalize the choice, by taking up the option of paternity leave.

Feeling a baby kick is one of the most intimate parts of pregnancy, developing a deeper connection between mother and child. But what about dads? Swedish diaper brand Libero hopes to get fathers feeling more involved with BabyBuzz – a wearable that connects them to their unborn offspring.

Having navigated through a pandemic, what do parents need now? In this Spotlight on Parenting, we explore what mothers and fathers are prioritising as they try to carve out a ‘new normal’ and consider how brands can make sure they are helping and not adding to the pressure.