While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

The UK’s NCT has long provided new parents with expert info and a route to a new set of pals. But the pricey classes and ideological zealotry mean that many mums are after an alternative. Enter Peanut, which applies a Tinder-like model to friendship, easing anxieties at this stressful life stage.

Whether it’s green beans or carrots, getting kids to eat their veg can be a battle for parents. Looking to lend a hand, US frozen food brand Ore-Ida is celebrating imperfect parenting, and positioning it’s frozen French fries as a tool to convince kids to eat more veggies.

Parents pressure themselves to be perfect almost every day, but the stress is especially high over the holiday season. Kraft's #FamilyGreatly campaign wants mums and dads to take credit where it's due, showing that what's imperfect to some can be just right for those who love them.