Frida Mom caters to the millions of women in the United States who become new mothers every year. Helping them to navigate the physical discomfort of the fourth trimester, the brand offers a collection of female-focused products that playfully address the needs of postpartum bodies.

The soccer mom cliché couldn’t feel more dated. These days, American moms are more likely to be breadwinners than pitchside cheerleaders. But a new era for moms doesn’t mean businesses have adapted, so they’re making new realities instead. How are moms taking control – and are brands keeping up?

As Gen Zers enter motherhood, their needs differ from the generations that came before them. From their approach to shopping and cooking to how they view health and wellness – how do female Gen Zers do parenthood, and what do they expect from the brands they’re buying for their families?

Across social media platforms, French women are using the hashtag #monpostpartum to share stories about childbirth and their recovering bodies. As the body positivity movement gains traction in France, how can brands step in to support women and to normalise the physical changes a baby brings?