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.

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Open conversations about menstruation among Gen Zers signal a desire to end period stigma once and for all. But given the numerous entrenched taboos surrounding women’s health and bodies, how can brands help them change the narrative and make periods more equitable, sustainable, and shame-free?

People who menstruate have been suffering in silence for centuries. The patriarchy and stigmas surrounding dysmenorrhea have created a gender pain gap. While the sexual wellness revolution may be championing female pleasure, there’s still a lot to do in the realm of pain. Can femtech bridge the gap?

Exercising while menstruating can be an uncomfortable experience yet it's rarely discussed or tackled. With the launch of period-proof activewear, Adidas is hoping to make menstruation less of a barrier to exercise, fulfilling a demand for more adaptive sanitary products.

Hoping to redress the gender bias in a world designed for men, Under Armour has launched a new running shoe specifically for women. Dubbed 'Flow Synchronicity', the shoe was designed through research on female-specific foot anatomy, offering women performance footwear that caters to their needs.