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.

Asset managers, investment firms, and government bodies are working to assign value to sustainable causes with a view to turning nature into an asset. The global mood around climate change is driving innovation across sectors, and investors want to make their money count at every level.

Prompted by the rapid growth of green investment, CSR has moved out of the fringes and into the C-suite. The demand for transparency from both customers and stakeholders is squeezing businesses to improve ESG metrics and the finance industry to upskill its knowledge.

The COVID-19 pandemic simultaneously exposed people to the impact of climate change and distracted their attention from it, leaving many struggling to make the right decisions and take meaningful action. So, how can brands assist Americans in their next steps towards sustainability?

As trust in traditional financial institutions declined after the 2008 crash, challenger banks flourished. Yet while emoji passcodes and bill-splitting features may have been key selling points previously, a growing number of Britons are turning to these platforms for ethical investment options.