Jennifer is a contributor to books including Gender After Gender in Consumer Culture, and co-editor of the books Transhumanisms and Biotechnologies in Consumer Society, and All Change: Marketing and Consuming the Menopause Transition.

Well, thank you for the introduction.

This project has actually come from a bit of personal experience as well.

So my wife and I, um, we tried to get pregnant back in, um, 2020, so [laughs] a while ago now, and it was quite a long and difficult process for us, and I think we were kind of amazed by, you know, how little information there was.

And even just going to the GP, how, you know, how they didn't know...

They didn't know where to point us.

They didn't know the right direction to send us in.

That's the only way we knew what to do."