Women in India continue to face systemic barriers when returning to work after maternity leave. But a campaign is hoping to switch the narrative on re-joining the workforce by focusing on how women can honestly express their experiences, encouraging organisations to rethink motherhood.

Advertising company Havas has introduced paid six-month leave for all new parents in a bid to retain staff who may be thinking about starting a family. The policy reflects the changing expectations of workers who want to achieve a work-life balance that better suits their needs.

Femtech company Elvie is at the forefront of a surge in tech that aids parents’ busy lives; by supporting breastfeeding caregivers, it provides comfort and freedom via an innovative device and savvy marketing. How can brands participate in parents’ precious moments in thoughtful, smart ways?

Multiple drivers are impacting how women approach reproduction, but femtech and new ways of conceiving raise implications around both the commodification of women’s bodies and access to fertility across inequality lines. How can brands support the ever-increasing shifts in the fertility landscape?