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.

Instead of the coronavirus pandemic being the ‘great leveller’, it has highlighted the number of people who deal with food insecurity. Working to get meals to vulnerable Londoners, The Felix Project uses surplus restaurant and supermarket food to fight food poverty in the capital.

A study has revealed that low-income groups with protected characteristics are more likely to be charged more for accessing financial services like loans and insurance. It highlights the need for financial institutions to overhaul products so they don’t discriminate.

Quaker Oats’ ‘The Fire Inside’ campaign aims to end child food poverty and highlights the message that breakfast is fuel for life. As people demand more concrete and positive action from brands, they’re calling on companies to champion the people who most need their support.

During pandemic lockdowns, many Britons got into the habit of buying groceries locally and/or online, with ethics, provenance, and convenience becoming central factors in their decision-making. As the UK emerges from the crisis, how can brands in the sector adapt to these new priorities?