Emma Sheppard is a journalist specialising in business, technology, family and social affairs. As well as Canvas8, her work has appeared in The Guardian, Wired, BBC Worldwide, The Independent and more.

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

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and people. Many no longer see emotional intelligence as a pleasant add-on – it has become a default expectation.

If Pantone's colour of the year for 2024 is anything to go by – Peach Fuzz, a hue that 'echoes our innate yearning for closeness and connection' – it's that community and understanding are increasingly valued as a bedrock of resilience in building a more empathetic and interconnected society. As the loneliness pandemic spreads across the globe, people are prioritising companionship. What's more, they aren't afraid to turn to technology to fill the void, engaging with AI chatbots for emotional gratification as much as practical services. AI promises the rise of artificial empathy and an overhaul of care structures, including elderly care and parenting – and people are ready to embrace it to mitigate the ongoing crisis.

As social media has simultaneously boosted emotional honesty and knocked self-esteem, mental health issues are on the rise and support systems need reinforcement. More than 70% of Americans feel failed by the healthcare system, and in the UK, the NHS waitlist rose to a record 7.75 million in late 2023. With countries like the UK and France raising retirement ages, the demand for long-term care has increased, prompting people to seek alternative solutions – from telemedicine to community-based care programs – to address the pressing care crisis. The very notion of care is in flux. In this context, people are turning to brands and public figures for a helping hand, from BetterHelp and Gymshark offering free care to those that need it to Megan thee Stallion and Olivia Rodrigo using their platforms to democratise access to care for marginalised communities.

Everyday Empathy

Chris Donnelly is the co-founder of Lottie, an award-winning later living marketplace that helps families find the most suitable care setting for their loved ones. He was also the former founder and CEO of Verb Brands, a leading digital and tech agency.

Older Adults (born pre-1946)

United Kingdom

Home and Relationships

Relationships and dating

TechCrunch

Interview with Chris Donnelly conducted by the author

Lottie

Gov.uk

Centre for Ageing Better

Hindustan Times

EU Tech News

The Independent

Wired

The Guardian

Churchill Retirement Living

Age Scotland

Thiis

Searching for the right elder care solution can often be a confusing, complex process for families. As ageing people’s lifestyles and mindsets change, Lottie brings transparency and trust back to the sector with its platform, offering peace of mind to both families and care service partners.