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.

At some outlets in the UK, Tesco has instigated a scheme called Ask for Beth. Anyone in need of female sanitary products can 'ask for Beth' in store and receive period products free of charge. The scheme is designed to help fight period poverty, an increasingly prevalent problem amid surging costs.

Women in China are experiencing shortages of sanitary products due to a combination of lockdown measures and period shame. With cultural norms limiting discussions around menstruation, there's an opportunity for brands to help break the stigma and empower women nationwide.

As the green wave in shopping continues, people are reevaluating their everyday basics and looking to make eco-minded switches. This includes menstrual products, with the brand Daye offering ethical alternatives that prioritise transparency and sustainability for people who menstruate.

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?