Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

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.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In Japan, menstruation classes are becoming more commonplace across local schools and companies. As demand for honest conversations around taboo subjects increases, these initiatives are a space for people who menstruate to feel heard, while fostering greater understanding and empathy from others.

Tokyo’s Nike x SOPH pop-up blurs football & fashion ahead of the Women's World Cup – pushing for more female participation. The event ties to broader trends of equality and inclusiveness in sports by reflecting growing efforts to acknowledge women's perspectives in male-dominated arenas.

Picking up steam in the early 2010s, the period positivity movement saw women fight to destigmatize menstruation. But with period inequity still rampant in the US and trust damaged in some progressive menstrual start-ups, where should the movement go next? And how can femtech brands learn from this?