With young women’s career ambitions having overtaken men’s, the founders of online magazine The Politesse saw an opportunity for a publication fusing practical business advice with lifestyle gloss – from the correct stance on crop tops at work, to how to ask for a pay rise.

Embracing the quirks of '90s indie pre-digital culture, Rookie is an online magazine that speaks with a funny, fresh and sincere voice to younger Millennials. Created by Tavi Gevinson at age 15, the magazine reworks the tone of mainstream media.

What springs to mind when you consider the gender gap? Men getting paid more than women? Or more men being in power than women? In many developing countries, it’s as simple as more men having access to smartphones. And businesses are realising it's an untapped opportunity.

For years, boobs and bums have sold Brazilian beer just fine. But with 86% of buying decisions in Brazil coming down to women, it doesn't make sense that 65% of them can't relate to advertising. Can Cerveja Feminista become not only a female-friendly beer, but the catalyst for a revolution?