Across social media platforms, French women are using the hashtag #monpostpartum to share stories about childbirth and their recovering bodies. As the body positivity movement gains traction in France, how can brands step in to support women and to normalise the physical changes a baby brings?

The recent successes of sportswomen like Serena Williams and Jasmin Paris – who also happen to be mothers – may be eroding the stigma around motherhood and fitness. But which challenges prevail for pregnant women who want to exercise? And how can brands help them fight isolation and get active?

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?

COVID-19 has led to heightened stress among many, but a study finds new mothers are at a particularly high risk, with the rate of postnatal depression spiking during lockdown. As the range of mental health challenges grows clear, there’s room for a more nuanced approach to support.