The COVID-19 pandemic has seen women dropping out (or being forced out) of the workforce in record numbers. What are the reasons behind this shift and how might they affect gender equality in the long run? Additionally, how can brands support mothers as they strive to find success and balance?

Interest in women’s sport is on the rise. And despite men having previously gotten more attention, adidas is boosting its commitment to women and girls in sport. With a focus on people, products, and programmes, the brand is showing that grassroots investment is needed to rebalance the scales.

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?

With candid discussions on post-natal blues to nursing nightmares, Maltesers’ one-off comedy ‘Late Night Feed’ comes as part of the brand’s wider push to shine a light on the messy reality of motherhood through relatable conversation rather than reductionist online activism.

The COVID-19 pandemic has had an uneven impact on Britons’ livelihoods, with women in the North of England among the hardest hit. As brands plot their paths out of the crisis, how can they acknowledge the challenges these women have faced and help them build a more equitable future?

A group of activists that call themselves Wall of Moms is protesting police brutality in Portland and across the US. In the context of a global pushback against primarily White, male models of leadership, Wall of Moms is reclaiming the maternal archetype as a symbol of strength and power.

The parenting industry is a lucrative market but tends to be dominated by White voices while women of color are left out of the conversation. Sugaberry is changing the narrative with a media platform dedicated to celebrating the ups and downs of motherhood for Black and Brown women.

Maternity clothing brand Beyond Nine has won fans from pregnant and non-pregnant women alike for its comfortable jumpsuits that fit throughout various body phases – whether that’s pregnancy or after-lunch bloating. Made by a mum, it’s striking the right chord with British women.

The ‘death of the #girlboss’ has galvanised conversations about White feminism and how it fails to advocate for women from historically marginalised communities. Canvas8 spoke to author and journalist Koa Beck about her book White Feminism and why brand allyship should be intersectional.

While the impact of COVID-19 has been felt throughout the UK’s healthcare system, economy, and job market, studies have found that women have been hit significantly harder than men. How has the pandemic affected mothers, and how can brands help them regain a sense of balance?

Having navigated through a pandemic, what do parents need now? In this Spotlight on Parenting, we explore what mothers and fathers are prioritising as they try to carve out a ‘new normal’ and consider how brands can make sure they are helping and not adding to the pressure.