Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Women in China are experiencing shortages of sanitary products due to a combination of lockdown measures and period shame. With cultural norms limiting discussions around menstruation, there's an opportunity for brands to help break the stigma and empower women nationwide.

California is hoping to create a ripple effect across the US on menstrual equity – schools and colleges will be required to give out free period products from 2022. With period poverty impacting education, people want menstrual care brands to empower and support the leaders of tomorrow.

From asylum seekers to schoolgirls, 10% of females in the UK will experience period poverty in their lifetime. The new social start-up, Hey Girls is looking to smash the taboo and provide sanitary pads to those in need, but for how much longer will this figure remain so shockingly high?

Rather than dreading the monthly bleed, a growing number of women are learning to work with their menstrual cycles, transforming their lives in the process. How could increased knowledge about the infradian rhythm and better health tech give women greater power over their bodies?