The 4Bs is a niche group of women who are taking steps in reaction to the oppression they and other women face in South Korea. How is this movement changing attitudes among South Korean women, and what can brands do to learn about the wider gender landscape through them?

A survey has revealed that more than half of Korean women say that marriage and childbirth are non-essential parts of their lives. With more women defying traditional gender expectations, this dwindling importance speaks to a wider change in family values that is rooted in societal trust in Korea.

The birthrate in Japan has hit a record low, sparking concerns about the ageing and shrinking population. One of the reasons people are avoiding having children is because of a lack of structural support for parents, creating space for brands and companies to provide that care.

The Happy & Childless app provides a space for adults without kids to connect. As more people decide not to become parents, the audience for these kinds of services is set to soar, creating an opportunity for brands to connect with Gens Y and Z over non-traditional milestones.