While the impact of COVID-19 has been felt throughout the UK’s healthcare system, economy, and job market, studies have found that women have been hit significantly harder than men. How has the pandemic affected mothers, and how can brands help them regain a sense of balance?

During the pandemic, many of us have had no choice but to spend an abundance of time with family. Parents who’ve been around children 24/7 have struggled to find a moment of quality time with their partners, leading to a decline in intimacy that’s causing a strain on relationships.

When you consider the millions of people working from home, with a kitchen just steps away from their ‘office’, it’s no wonder that snacking went up in lockdown. In fact, more than half of people say snacking has been a ‘lifeline’ in 2020, offering bite-sized moments of comfort and joy.

The COVID-19 pandemic has seen women dropping out (or being forced out) of the workforce in record numbers. What are the reasons behind this shift and how might they affect gender equality in the long run? Additionally, how can brands support mothers as they strive to find success and balance?