Rising STI cases, limited access to contraception, and shifting attitudes toward sex among younger generations have led to a condom renaissance. So much so that luxury brands are offering custom styles, signaling a shift in sexual attitudes for Gen Z, in part fuelled by political tensions.

Emergency contraceptive brand Julie is trying to eliminate the stigma around the morning-after pill, using Gen Z aesthetics to create a less intimidating product. Younger Americans are doubling down on reproductive control and are looking for brands to support their bodily autonomy.

Women’s sexual and reproductive health has historically been silenced, but the funding of sexual wellbeing company The Lowdown highlights how brands are supercharging women’s health and putting it at the heart of what they do. What can this approach tell us about the future of female care?

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?