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.

As anxieties around vaccine efficiency and supply hamper the vaccine roll-out, people are looking for alternative solutions. They're more likely to take their medical concerns online and eager to get their jabs – nearly a third of people are willing to buy the vaccine on the internet.

Dracula’s castle in Romania is offering visitors a free COVID-19 vaccine alongside a tour of its torture exhibition. Meanwhile, in Shanghai, girl band SNH48 has been enlisted to promote vaccinations. These schemes aim to lure vaccine-hesitant Gen Zers through experiential nudges.

The approval of multiple COVID-19 vaccines introduced a glimmer of light to the end of the pandemic tunnel. Yet while many have welcomed the news, others remain sceptical. Canvas8 polled 1,000 Britons and spoke to eight people to find out where they turn to for trusted medical info.

With successful vaccine rollouts putting the end of the pandemic in sight, people are eagerly anticipating the end of social restrictions. But how will a return to physical intimacy play out? Will people approach touching with trepidation or will they revert to pre-COVID-19 interactions?