Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Multiple drivers are impacting how women approach reproduction, but femtech and new ways of conceiving raise implications around both the commodification of women’s bodies and access to fertility across inequality lines. How can brands support the ever-increasing shifts in the fertility landscape?

Sexual pleasures of all forms, from kink to polyamory, are becoming mainstream. But despite this openness, sexual health for many women remains a thorny issue, with ads about breast cancer and menstruation still being banned. How are brands navigating these complexities around sex?

Fuelled by progressive consumer mindsets, emphasis on education, and demand for holistic brands that service a mounting distrust towards mainstream medicine, this once taboo industry is at the frontier of the next beauty evolution, reshaping the landscape and empowering meaningful change.

A UK ad watchdog’s ban of a Calvin Klein ad starring FKA Twigs has received public backlash for perpetuating sexist double standards. It signals how social justice efforts must be nuanced and grounded in context, lest they become counterproductive to the causes they’re trying to support.