Mariella’s experience is wide: she has written, researched, edited and produced content that covers everything from fashion to feminism, travel to tech, and women to weed. Having worked in the fashion space for over ten years, she now focuses her energy on positive change, whether consulting and strategising for her femtech-inclined clients or reporting on women’s health. She has been published in the likes of Bustle, DAZED MEDIA, The Spaces, and 

, while also creating content for Appear Here, On, MATCHES, and Ounass. You can also find culture/consumer insight articles with her byline on LS:N Global, Canvas8 and BEAUTYMATTER —for the US, UK, and Middle Eastern markets. 

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.

Shared Values

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. 

Personal Worlds

Anna Butterworth is a femtech pioneer with over ten years of industry expertise. Since working at Elvie, she has branched out to create the world’s first femtech-focused trend forecasting and creative agency, Ultra Violet, which combines industry knowledge, contacts, and experience to provide insightful and accurate forecasts within the field. Butterworth writes the FemTech Futures & Future Female Consumer series, the only trend forecasts looking exclusively at women's health innovation and what the future consumer wants. She's also a mentor and advisor to femtech-focused accelerators Femtech Lab, Tech4Eva, and Station F, coaching numerous start-ups on their launch communications strategy.

Europe

United Kingdom

Belgium

Health and Fitness

Sexual health

The Guardian

Balance

Neurofen

Nutra Ingredients

Femtech Insider

Sifted

Interview with Anna Butterworth conducted by the author

YouGov

Ipsos

NielsenIQ

Forbes

Tint

MDPI

Civic Science

Salesforce

Canvas8

Periods may no longer be a taboo topic, but they are still heavily misunderstood – as are the pain, disorders, and syndromes that can come with them. Looking to empower menstruating people, Guud offers education, community, and clinically proven supplements for menstrual health.