As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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?

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

In Japan, menstruation classes are becoming more commonplace across local schools and companies. As demand for honest conversations around taboo subjects increases, these initiatives are a space for people who menstruate to feel heard, while fostering greater understanding and empathy from others.

To address the stigmas surrounding menstruation, Boots will stop using words like 'hygiene' or 'sanitary' to describe period products. With periods often spoken about negatively, recognising how language can challenge perceptions is a powerful way to resolve menstruation misconceptions.

Open conversations about menstruation among Gen Zers signal a desire to end period stigma once and for all. But given the numerous entrenched taboos surrounding women’s health and bodies, how can brands help them change the narrative and make periods more equitable, sustainable, and shame-free?

Here We Flo is breaking down barriers in the sustainable sexual health space by creating eco-friendly, innovative products. Its organic and biodegradable items sit alongside a powerful marketing strategy that empowers people of all genders to feel comfortable taking ownership of their bodies.