From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

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.

Mastercard has launched a campaign that celebrates successful Black women business owners like Egypt Otis, owner of Comma Bookstore & Social Hub. By referencing the Marvel movieBlack Pantherand depicting Otis as a hero, the brand aims to inspire younger generations into the world of business.

In a climate where representation in media is vital for minority viewers, Netflix’s Strong Black Lead is using its celebratory platform to ensure Black people feel seen. By constructing a collective voice, not only is it bringing people together, but it showcases true-to-life content.

Google has launched its ‘Black-Owned Friday’ campaign in partnership with US Black Chambers to raise the voices of Black-owned businesses. The ad reflects the societal push for equality, diversity, and inclusion as people increasingly look to support minority-owned businesses.

Centered around the experiences and opinions of Black users, Black Twitter is a subculture on the platform where Black voices are unfiltered. This collective explores Black identity and demonstrates the positive impact of community in times of crisis and racial injustice.