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.

Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?

In 2015, Swedish fast fashion giant H&M was named one of the world’s most ethical companies thanks to its extensive sustainability efforts. But in an industry built on cheap thrills, can the rush of buying new stuff ever sit comfortably with the ethical responsibility to slow down consumption?

Whether people identify as Christian, feminist or vegetarian, in a landscape that celebrates transparency, brands that share people's values tend to come out on top. Glia makes it even easier for people to find out which brands' morals mirror their own, meaning they'll never buy anything mindlessly again.

During the Sochi Olympics, big-name brands from Google to Channel 4 displayed their logos in rainbow colours to support LGBT rights. But why are brands being more open about their ethical and political stance, and do their customers really care?