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?

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?

Mr. Potatohead is the latest toy to get a gender-neutral update, and while many parents applaud this shift, dads lag behind moms when it comes to moving beyond the gender binary in toys. With this in mind, brands would do well to adapt their messaging when talking to mothers and fathers.

Between work and childcare, moms are often under pressure, and a survey shows they don't get enough credit. With dads taking more me-time over the holidays, there’s room for brands to applaud the hard work of mothers – or offer them a much-deserved break.