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.

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...

A survey has found that climate fears are stopping people from having children. With many Gen Yers and Zers already delaying traditional milestones due to economic challenges, there are opportunities for brands to acknowledge and normalize a broader range of life paths and family units.

Pressure to hit social milestones such as getting married, having children and buying a house is affecting younger people more than previous generations. With societal pressure affecting how people view milestones, young peoples' priorities and perceptions towards life stages are shifting.

In the US, 47% of women of childbearing age are childless. Reports suggest these women are ‘wealthier, healthier and happier’ than mothers. But while this may be true, another group of non-mums are identifying as PANKs; Professional Aunts, No Kids. So who’s joining the ranks of the PANKs?

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?