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.

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 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.

For many queer people, fertility treatments and reproductive support is either costly, non-existent, or full of logistical hurdles. Vruit aims to make the insemination process easier by doubling as a sex toy that makes the reproduction process more intimate while giving autonomy to users.

An increasing number of people feel unsupported when experiencing menopause in the workplace, with some losing confidence and even resigning. As such, digital coaching company EZRA is stepping in to help employers develop effective policies and support individuals through their menopause journeys.

The femtech market is experiencing steady growth in Japan, yet in terms of gender equality, the country ranks at the bottom of the pile compared to other G7 nations. What’s contributing to femtech’s growth in the country? And how will it evolve within a society considered traditionally conservative?