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.

Riding the success of cold-pressed juices, Australian start-up Made by Cow has launched the world’s first cold-pressed ‘raw’ milk. As people increasingly equate food and drink with their functional and health properties, brands have an opportunity to provide upgraded versions of regional favourites.

Dollar cow’s milk has long been the obvious choice for Aussie dairy consumers. However, disruptors – such as The a2 Milk Company – have gained a stable foothold in the market. Charging four times the price of regular milk, a2 has become a ‘healthy’ product consumers are happy to splash out on.

From the way they buy their alcohol to the quantities in which they consume it, Australians’ drinking preferences are evolving. As COVID-19 re-shapes the behavioural landscape both temporarily and in the longer term, how can Aussies’ desires be better fulfilled in the moment and beyond?

An ethical newcomer to Australia’s farming industry, How Now dairy is producing no-kill milk at premium prices. The eco-conscious alternative reflects the idea that Australians are willing to pay more for animal-friendly products.