Mariella’s experience is wide: she has written, researched, edited and produced content that covers everything from fashion to feminism, travel to tech, and women to weed. Having worked in the fashion space for over ten years, she now focuses her energy on positive change, whether consulting and strategising for her femtech-inclined clients or reporting on women’s health. She has been published in the likes of Bustle, DAZED MEDIA, The Spaces, and 

, while also creating content for Appear Here, On, MATCHES, and Ounass. You can also find culture/consumer insight articles with her byline on LS:N Global, Canvas8 and BEAUTYMATTER —for the US, UK, and Middle Eastern markets. 

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.

Shared Values

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Assertive Audiences

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.

World Builders

Hollie Varney works at Kick It Out, a charity that campaigns for equality and inclusion in football. She was responsible for developing Kick It Out’s brand identity and external media presence before taking on the role of chief operating officer, now overseeing all strategic operations and commercial partnerships. Kick It Out was set up to fight racism in football in 1993 and expanded in 1997 to tackle all forms of discrimination. Varney is also passionate about women’s and girls’ football, currently completing her UEFA B and working as a head coach at a girls’ academy. She's committed to making football a more inclusive space for all.

United Kingdom

Citizenship

Charities

Sports

Forbes

Sports Pro

The Guardian

Interview with Hollie Varney conducted by the author

World Soccer Talk

UEFA

TalkSport

Pop Sugar

YouGov

Gay Times

Sky Sports

Nike

The New York Times

Brand Finance Football

Women’s football is finally receiving the recognition it deserves, yet its growth has sparked a rise in sexism and misogyny on and off the pitch. Football-focused organisation Kick It Out demonstrates how education can champion inclusion and diversity and challenge notions of old-school banter.