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.

Influencer Bobrisky has leveraged her power on social media – on Instagram and Snapchat, in particular – to turn herself into a household name in both Nigeria and across Africa. In doing so, she has helped to bring conversations about trans identity into mainstream culture.

As Nigeria’s economy fails to meet the needs of its rising youth population, Gen Yers and Zers are looking for ways to thrive in an unstable climate. Ditching traditional paths, many are pursuing their passions in fashion and entertainment and getting politically active to drive change.

From Burna Boy and Tiwa Savage to Mr. Eazi and Davido, young West Africans living on the continent and in the diaspora are part of a closer community than ever and are creating global icons. So how can brands support the relationship diasporans have with their West African roots?

Burna Boy has appealed to global listeners by literally speaking their language all without having to lose himself. The artist is part of a burgeoning global movement that sees singers and musicians caring less about sticking to one genre and instead focusing on their music sounding good.