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.

There are an estimated two million transgender people in India, but this group has long been shunned by society. Now, as they start to break through into the country’s cultural scene – most significantly through music and fashion – how are brands speaking to them in advertising campaigns?

While celebrities and brands are championing trans issues in the public eye, fear and discrimination are still prevalent in the lives of many transgender individuals. Through her project Nail Transphobia, Charlie Craggs is fighting prejudice through free manicures and a friendly chat.

Long regarded as fringe participants, women now represent a significant part of the gaming community, making up around half of players in the US and UK. With a whole new generation of girls ready to ‘press start’, how can this stereotypically male-focused industry be more female-friendly?

In China’s conservative society, LGBT individuals have long been living under the radar, even after same-sex relationships were decriminalised in the late ‘90s. Yet a wind of change is blowing and social media is helping this community emerge as a consumer group of great interest for brands.