There’s a fine line between awareness and anxiety, and in the past six years, that line has been closely trodden, especially when it comes to our health. The booming post-COVID longevity conversation, combined with the proliferation of AI and social media, has made medical information (and misinformation) more accessible than ever. The result? A whole new world of knowledge and, simultaneously, confusion about what ‘healthy’ really looks like.
Women’s health, and particularly our reproductive health, has undeniably been impacted. Thanks to a combined effort by researchers, government select committees, femtech brands and health influencers, we’ve seen a huge growth in awareness about the gaps in research and care for women’s bodies. At the same time, advertising for fertility services and solutions, from egg freezing to at-home hormone tests, has ramped up, with a report by the advertising regulator finding at least 9,340 ads for fertility services posted on Google and Meta between 2024 and 2025.
