The Australian census has shown that women are still doing more unpaid housework than men, a long-term trend exacerbated by the pandemic. Brands have an opportunity to advocate for greater equality and mainstream narratives around sharing the daily chore grind more consistently.

A survey has found that some working women in Japan want to become housewives and many don’t want to take on managerial roles. As equality in the Japanese workplace lags behind, leaving women unfulfilled at both work and home, some are reconsidering their lifestyle choices.

A rise in childcare costs, gas and electricity prices, and food bills have left more families struggling than ever before. But what is the long-term impact of this cost of living crisis, and how can brands help families alleviate the pressure as they begin to tighten their belts?

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.