Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?

By 2020, Japan's prime minister Shinzō Abe wants women to fill 30% of the nation's senior management roles. Yet despite efforts to get women into work, a growing number are targeting domestic bliss. Are dreams of a family funded by a high-earning husband anything more than a fairytale?

When Manabu Tsukagoshi, a Tokyo-based consultant, had his second child, he took a month of paternity leave so that his wife could go back to work. While Tsukagoshi is among a tiny majority in Japan, Prime Minister Abe wants men to play a larger role in bringing up their kids.

Getting around with a baby can be difficult – especially when you've got a dirty nappy to change. Many places don’t even advertise if they have changing facilities. But the BabyMap app lets parents in Japan find somewhere to sort those smelly nappies with their smartphone.