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?

With young women’s career ambitions having overtaken men’s, the founders of online magazine The Politesse saw an opportunity for a publication fusing practical business advice with lifestyle gloss – from the correct stance on crop tops at work, to how to ask for a pay rise.

Between keeping up with emails and picking up the kids from school, being a working mum is tiring, wherever you are in the world. But in Japan, where Shinzō Abe’s commitment to getting women in the workforce is seeing a spike in their ranks, it’s presenting a host of new business opportunities.

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?