As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Effective hormonal birth control for men has finally arrived. But given that men are consistently less engaged with their health compared to women, it’s going to take more than the availability of male contraceptives to shift the burden of birth control away from women.

Birth control is a contentious issue – whether it’s President Trump’s threat to remove public funding for it or the revelation that women on the Pill are more likely to be depressed. Adding another controversy to the mix is Natural Cycles, an app that can be used in place of contraception.

We can’t get enough of supplements – half of Americans take them regularly – but with little evidence to support their health claims and worries over their contents, people are looking for clarity and transparency. Ritual delivers both, providing a ‘clean label’ vitamin for the wellness movement.

As Americans become more adventurous in their quest for wellness and transcendence, Californian brand Moon Juice is serving up the ancient and exotic, infusing juices and supplements with ingredients like lion’s mane and astragalus. What’s behind the natural and alternative health boom?