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.

In 2017, the Emmy Awards awarded black and Muslim men for the first time in history – and these landmark firsts reflected how people no longer see fair cultural representation as a plus, but as an essential. In her book, Diversify, June Sarpong discusses how inclusivity has social and financial benefits for everyone, including businesses focused on their bottom line. “We are losing out on vast amounts of talent by not being inclusive,” she says, presenting research that highlights the fact that not investing further in diversity costs the UK £127 billion per year.

With LGBTQ kids experiencing more bullying, risky sexual behaviour and higher suicide rates than their non-LGBTQ counterparts, educating young people on LGBTQ issues is more important than ever. So, how is Queer Kids Stuff and other brands getting the message across?

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.

As people grow more aware of the vast spectrum used to define gender and sexuality, there’s an expectation for the media to wise up and represent LGBTQ issues faithfully. With digital magazine Them, Condé Nast is giving queer voices a platform to talk about pop culture, politics and news.