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.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Once a niche conversation, non-gendered toys have become a point of public debate. While the likes of Lego and Mattel offer such toys, parents are divided on whether to support them. How does this reflect the culture wars in the US? And how can brands tailor their genderless products in response?

While the likes of Amazon, Netflix, and Disney battle for streaming supremacy among adult and teenage viewers, Moonbug has found success by focusing on a younger audience. Boasting billions of views across platforms, it’s positioning itself as the ultimate place for kids’ educational content.

Mr. Potatohead is the latest toy to get a gender-neutral update, and while many parents applaud this shift, dads lag behind moms when it comes to moving beyond the gender binary in toys. With this in mind, brands would do well to adapt their messaging when talking to mothers and fathers.

American Girl has introduced their 2020 Girl of the Year doll, Joss Kendrick, a competitive surfer and the brand’s first doll with hearing loss. The boom of inclusive toys speaks to Gen Alpha’s desire for inclusivity, equality, and diversity both in wider society and in their own lives.