The modern woman is setting her sights on increasingly ambitious career. We sat down with John Gerzema, author of The Athena Doctrine, to find out more; how her attitudes have changed, what hurdles she faces and how brands can cater to her needs.

From Avon ladies to Tupperware parties to Ann Summers soirees, peer-to-peer selling is an established business model for companies, with most aimed squarely at middle-aged women. But now Willa is hoping that Gen Zers can revive its brand by selling lip shimmer and face wash to their pals.

Tampon subscription service HelloFlo has won millions of fans by rejecting euphemism in favour of hilarious honesty. But what does its humorous take on being a 12-year-old girl tell us about what we really want from our most intimate brands? How honest is too honest?

“You can still like fashion and be a feminist,” says Mother's Katie Mackay. But with enduring stereotypes, the 'taboo' topic has often been avoided by women's magazines – until now. Can a new campaign by fashion magazine Elle 'rebrand' feminism?